Imagine if your life’s dedication was compared to the filler in a couch’s cushion. This is the sentiment expressed by British actress Emma Thompson when she discusses the term “content.” Creatives are beginning to challenge the implications of this term, engaging in a thoughtful dialogue about the distinction between art and content, spurred by Thompson’s remarks at the Royal Television Society conference last September.
Thompson highlights that this issue is part of a broader discussion regarding the divide between artists and industry executives during ongoing WGA and SAG-AFTRA strikes, according to Variety. “Everyone feels the impact,” Thompson emphasized. “I’ve reached out to friends in various roles, from crew to costume and makeup professionals, who are currently out of work. It’s an incredibly tough period, and people are really going through hardships.”
Addressing an audience that included tomorrow’s creatives, Thompson claimed that the term “content” is reminiscent of the stuffing inside a sofa cushion and deemed it “disrespectful.”
“‘Content.’ What do you imply by ‘content’?” she questioned. “It feels disrespectful, honestly. It’s a term that belittles creative individuals… No one wants their stories defined as ‘content’ or their acting and production labeled in such a manner. It’s akin to discarding coffee grounds in the sink; it’s, in my opinion, a rather misrepresentative term.”
The term ‘Content’ suggests consumption and commerce
Thompson initiates a discussion about the significance of language in assessing the value of creatives, regardless of whether you are collaborating with them or leading a team. The label “content” has morphed into a blanket term across various industries for creative works, as Thompson points out, often lacking proper specificity.
“For numerous creatives, ‘content’ may imply a sense of disposability influenced by the rapid speed of social media,” noted Jen Jones Donatelli, a certified creativity coach and founder of Creative Groove, a small enterprise that offers coaching and community programs focused on creativity and self-expression. “To someone like Emma Thompson, with a strong theater background, this terminology could seem to undermine the depth of craft or carefully curated material for the sake of easily consumable content.”
The dichotomy of Art against Content
Jones Donatelli further notes that the term ‘content’ can imply it is tied to a promotional agenda. “…Content is often generated with the goal of selling something rather than narrating a story—think of a YouTube makeup tutorial or a shopping guide loaded with affiliate links,” she explains. “Such a framing can contradict the ideals of individuals who prioritize artistry over commercial interests.” She also mentions that it feels too broad, essentially lumping together diverse forms of creative expression that each hold their own uniqueness, saying: “From films to Instagram videos and SEO articles, it dilutes the distinctiveness of individual mediums into something generic.”
Another creator, an editor in parenting journalism who chooses to remain anonymous, shares, “This is a constant struggle for me. I recall the first instance my manager at my new position referred to everything I produced as ‘content,’ and I was upset. It made my work seem commodified, so far removed from my creative endeavors.”
“A significant portion of today’s media wouldn’t come into existence if it didn’t serve as a consumer engagement point or, at the very least, a sales vehicle,” stated Dane O’Leary, a creative director and visual designer based in Winchester, Virginia. “Our perception of content tends to focus less on what is being created and more on the desired actions the media is crafted to provoke. It presents intriguing considerations, such as: Are fewer people making content purely for its own sake? Or is the overwhelming output of media for marketing overshadowing the more ‘authentic’ creations? Given that even artists must find ways to support themselves, perhaps this shift in viewpoint was simply unavoidable.”
‘Content’ oversimplifies intention and purpose
Beth Booker, CEO and founder of Gracie PR in Naples, Florida, often serves as a public perception consultant. She remarks that even though she engages in creating and sharing content herself, it should not equate with the talents of a producer or an actor. “Describing the work of entertainment professionals with a catchphrase like ‘content’ is indeed disrespectful. Language matters, and while I recognize that significant strategy and creativity go into crafting content, this is different from the strategy and creativity required in filmmaking,” she asserts.
Booker argues that categorizing creative work as “content” diminishes the artistry of those who create with “purpose and intention.”
‘Content’ lacks precision
Let’s identify the issue. So, what exactly is it? Filmmaking doesn’t equate to content marketing, nor does copywriting equal graphic design. There’s a notable distinction between content and art since many aspects that could be termed content—and technically are content—should not all be grouped under the same label. Hence, while the term ‘content’ serves as a convenient catch-all, it reflects a lack of diligence in word selection.
“It’s not ‘disrespectful,’ but it is an overly vague term that has come to encompass everything associated with creativity and marketing,” comments Amanda Green, a corporate content manager from Orlando, Florida. “A TikTok comedian is termed a ‘content producer,’ much like an academic writer, graphic designer, videographer, science journalist, Twitch streamer, meme creator, tech reviewer, and social media strategist… The issue is evident, right? Securing employment in this field is challenging due to the generic nature of ‘content.’”
AI’s emergence complicates the concept of content
“The term ‘content’ has gained heightened sensitivity in the age of AI,” asserts Jessica Siegel, a writer and former journalist who now leads a creative agency. “With companies striving to meet an ever-growing consumer demand for fresh movies, music, social media updates, blogs, and videos, tensions are escalating around the source of all this creativity.” She recently facilitated a workshop focused on how professionals in the social sector can ethically and effectively leverage AI while maintaining a crucial human element.
“As has been observed, many producers and organizations are resorting to AI to help bridge this gap. It’s quite logical: AI is quick and cost-effective, and if SEO results are what you seek, it accomplishes that,” Siegel explains. “However, the problem arises when we confuse ‘content’… with ‘art’… Crafting art requires a human intellect—and a skilled one at that. The core difference between these two concepts is where the offense originates. It is essential we establish clearer distinctions between what qualifies as content and what represents something much greater.”
Alternatives to simply saying ‘content’—consider this
“I suggest that you always strive for intention in the language you use when discussing your work,” says Booker. “Every creative contributes uniquely, enhancing the richness and expressiveness of creative work, infused with our individual styles.”
She encourages those collaborating with creatives to adopt a few language strategies to honor their contributions:
- Be as precise as you can to emphasize what distinguishes your work as impactful and unique. This is the essence of storytelling—allowing people to connect with your work and your motivations.
- Mindfully adapt your language according to various audiences and contexts. This flexibility is crucial as your brand evolves and matures.
- Carefully consider the significance of your words, but keep them concise and impactful—avoid excessive verbosity.
When uncertain, ask the creatives—whether they are actors, writers, designers, or influencers—how they would prefer to describe their work. It’s quite unlikely they would answer with “content.”
