Content-less Content Creators

This topic is such a murky, mercurial, maligned area that I will be opining in two parts! We live in times when the irrelevant gain instant relevance simply by accessing social media platforms and spewing their “expertise” on every possible topic. Could it be that the days of having a “career” or a “specialized area of knowledge” are as redundant as the manual typewriter? Has credibility, once rooted in sourcing the right knowledge and utilizing it, gone the way of the analog cockpit display? Oh, woe unto us all! The keyboard Kaisers are today’s “wannabe dictators,” armed with minuscule intelligence and massive egos. As we all know, true confidence never requires tearing others down. Yet these “Dire Divas” thrive by mistaking cruelty for grandeur, when in reality, the phrase “delusions of grandeur” applies perfectly. Let us delve into this layered and laughable phenomenon, people who live (and refuse to let live) under the delusion that their own “fame” (or more often, infamy) gives them the right to pontificate on everything from food to fashion, architecture to artisanship, and everything in between. I will begin with an arena in which I have genuine experience: over 30 years in the fashion industry.

Creating aspirational, inspirational, and sometimes irreplaceable garments is considered the essence of fashion. We look to the great shows, the défilés of Paris, Milan, London, and marvel at the blend of creativity, craft, and hard-earned expertise. These designers conjure magic, weaving dreams that many of us didn’t even know we could dream. They are the engines of an industry powered by many compartments: athleisure, sportswear, swimwear, children’s wear, weather-wear, lingerie, loungewear, and more. Each contributes to a flourishing, multi-billion-dollar global enterprise.
Enter the “content creators,” whose understanding of this vast industry is as shallow as a millpond. Sitting “pretty” at a fashion show, preened, polished, and filtered, does not make one’s opinions valuable. Yes, you may prefer minis to maxis, or declare (via Instagram) that mocha is the new mauve, but what is your knowledge based on? Do you understand the backstory, the inspiration, the codes and keywords behind a collection? Did you ask if distressed seams or distorted proportions held creative meaning? Did you wonder whether the colour palette or accessories conveyed subtle geo-political messages? No. Because for these vapid vamps, “creating content” boils down to whether the models were pretty, the makeup “on point,” or whether the bags and shoes can be borrowed for their next meaningless event.
They cannot distinguish a crinoline from a can-can, a Juliet sleeve from a cape sleeve, a saddle pocket from a safari pocket, or even a sequin from a paillette. Yet somehow, they have “strong” opinions about fashion! Another arena where “content catastrophes” thrive is hospitality. Offer them a free meal and a splash of sub-standard alcohol, and they will pirouette, prance, and praise! Once upon a time, establishments relied on advertising, word of mouth, and reputations for excellence. Today, many settle for inviting a “painted parasite” dressed as a lady of the night, or perhaps a bedazzled belly dancer, to gush about their venue. With body parts spilling onto platters and makeup dripping into cocktails, these caricatures can’t even pronounce the dishes. “Frawns” anyone? Or should we stick with prawns? “Piza”? Or the actual Italian, pizza?
The desperation is palpable. These self-proclaimed connoisseurs are little more than modern-day “winos” - like the wine-chugging day drinkers’ of 70s sitcoms. Offer them backyard moonshine (a.k.a. kassipu) and they’ll not only show up, but dare to critique the “beverages,” even though they’d drink surgical spirits if that was all that was on offer! And so, it continues: plagiarists parroting others’ words, “writers” who cannot write, “readers” who cannot read yet presume to review books. That, however, is a story for my next segment. For now, let me leave you with this: be yourself, and just be. I give this advice freely, and I live by it myself. Authenticity is key. Words carry immense weight; they can bring joy or despair. Use them wisely, and create content with the same ethos.