(This is the second post inspired by reading the introduction of Scott Timberg’s “Culture Crash: the killing of the creative class.” Read all the book club entries)
In between the last post and this one, I’ve been reading a number of articles about how Amazon reviews are gamed – that authors will often purchase hundreds of fake 5-star user reviews to push their books up to the top of the Amazon search engines.
The result is that crappy books by people gaming the system push out legitimately good book – even books with good (real) reviews, just not hundreds of them. For people who want to find and read good books – never mind paying the authors, just finding out about the books in the first place – it is increasingly hard. A system like Amazon’s, that relies largely on the free market, claims to be a neutral arbiter but in fact supports the people who are gaming it rather than the artists struggling to do good work.
I can think of no better example of what Scott Timberg is talking about when he says that the “hollowing out” of the cultural structures has serious consequences.
Timberg isn’t referring specifically to artists here, though he includes them of course. When he refers to the “creative class,” he’s talking about people who support art and culture by serving as gatekeepers: people who help the “good” art distinguish itself from the bad. He’s talking about video clerks, radio DJs who do their own programming, arts journalists, and of course critics – among many others.
The idea of having “gatekeepers” has gotten a lot of bad press in the digital revolution, but the degree to which we need people to separate the wheat from the chafe has never been more clear: without gatekeepers who are not in it for the money, only the art with a publicity budget will ever be found amid the mass production that the digital revolution has unleashed. Sure we can all “vote” with our “likes” and our “tweets” – but these systems are not only easy to game, they exist specifically to be gamed. They drag all art appreciation down to the level of “American Idol,” which is great on its own terms but not really – not really – a serious way to evaluate music. As a result, the good work gets drowned out.
And let me be clear about this: a system that is agnostic about quality is actively against it. To say “our system of publicity shouldn’t care whether art is good or bad” is to dig good art’s grave. (more…)