"The job market now values visibility as much as skill. Workers must market themselves as much as they refine their craft. This shift dilutes expertise, rewarding those who brand themselves well rather than those with the most substantive contributions. The intellectual economy has become one of survivalism, where attention matters as much as thought."
I feel this so deeply! It's no longer enough to work hard on building relationships at work, with clients and building meaningful brands - we have to be yelling from the rooftops constant takes on the latest brand news, cultural trends and the like. It's exhausting! I've been told in a past job I wouldn't get a promotion until I was more engaged in thought leadership and getting my voice out there which felt like I was being forced into being a LinkedIn warrior
Wow! That is so frustrating and I feel you. I now largely enjoy writing bc it’s divorced from the pressure of growing my independent studio. But when it was, it felt exhausting.
Great article. What else is negative about TikTok content mainly in fashion is that writers, academics, critics, or journalist cannot research and write a depth piece about the current fashion trends anymore. Once they write or put an idea together about the latest trend out becomes a new trend or the trend is out of fashion in social media terms. We do not get in depth conversations about it because you cannot have conversation about fashion trends in a one-minute video.
Know I’m late to the game but this is so so good! As a strategist I know the pull to become a Thought Leader™ all too well and this just so beautifully articulated all the BS driving/surrounding it. Will definitely be saving this to mull on again.
The original Oracle (of Delphi) would blush...given that she spoke in tongues and poetry. Hardly the confident delivery or reception that these 'influencers' are conjuring!
Let's go back to the ancient standards: absolutely no absolutes, probably more questions than answers after hearing the prophecy, basically choose-your-own-interpretation...and then declare war on Persia.
This read like a full check up report of all the pitfalls of online intellectual discourse without the alarmist attitude. It is a must read, I think, especially since people are looking for strong figures who project certainty at the cost of critical thinking, a process which is ongoing, riddled with odd bumps and twists, and not necessarily flattering. I wonder if there could be a diagnostic tool/checklist developed from it that could be used by educators. It would be great help to young people who are exposed to so much online.
I’m returning to academia in my 50s after many decades away, which included cultiavting my mind in many other ways - and for purposes other than intellectualism, too. I have to say that as someone utterly fed up with the online takeover of my professional world, I have thus far steered clear of the world of online critique, but forewarned is forearmed! Also, the title “thought leader” has long made me roll my eyes… no thank youooooo; I’m interested in pursuing my own intellectual ability, not having that coralled into whatever the heck the narrative du jour may be, which just happens to feed your personal brand at rhe same time.
Thank you—this was extremely well-researched and written, so please keep writing.
As someone trying to build a brand with depth that may be difficult to glean within one's first 5 seconds of viewing during their daily doomscroll, you've hit on so many dynamics that I've been subconsciously ruminating on. "Medium is the Message" and the soft power of personal branding are dynamics that exemplify the downstream effects of algorithms that I've observed not only in cultural criticism but media and the information space writ large.
Having read from other writers in this space like Brian Morrisey and Ron's Log who've reached similarly bleak conclusions about algorithmic feeds highlighting humanity's preference for low-friction, easily digestible content, I was eagerly searching for a “solution” in your article against this institutional force, but I find your call to build "spaces where complexity is valued" somewhat backward since the deteriorating cultural currency and financial sustainability of such "spaces" by short-form content is what prompted this discussion. Not to mention, calling on the audience to be "comfortable with inquiry instead of certainty" is an ideal that simply goes against human nature. Most people crave the comfort that certainty provides; they can't bear being lost or confused.
Assuming humanity’s default preferences for stylized, familiar “performance” over “depth” or "truth" and considering how most people engage with thought leadership via algorithmic platforms that only exacerbate this dynamic, surface-level takes on contentious issues within qualitative domains lacking counterfactuals will almost always default to binary outcomes as people seek information conforming to their worldview.
Thus, I believe if one’s goal as a “genuine” critic of culture (or any qualitative domain for that matter) with "depth" is to communicate a more nuanced "truth” that is based in reality and we believe that the general masses are "missing the plot," the "solution" to correct this aberration in the marketplace of ideas is for such nuanced individuals to simply have the courage to stress-test their ideas against reality. If indeed their critiques are the best measure of reality, it would constitute a form of cultural arbitrage where these individuals benefit significantly by capitalizing on information asymmetry before the marketplace recognizes and proportionally rewards the merit of their insights.
Thank you for your thoughtful response!You’re right that most people naturally gravitate toward certainty, and that makes my call for embracing inquiry more idealistic than practical in many cases.
Your idea of “stress-testing” ideas against reality is an interesting one, and I see how it can offer a more pragmatic solution. I do still believe there’s a place for deeper, more nuanced discussions, even if they’re difficult to sustain in today’s landscape. The fact that we’re having this conversation shows that there are still emergent spaces for these kinds of discussions, and I think we’re also seeing a turn against the dominance of big social platforms in favor of more meaningful, nuanced exchanges. It’s small but I think it is happening.
Thanks again for sharing your perspective—it’s given me a lot to think about!
This analysis is not just impressive, it made me reflect on how i consume media and what I want to put out there. Long time without reading something and craving to get to the end!
"The job market now values visibility as much as skill. Workers must market themselves as much as they refine their craft. This shift dilutes expertise, rewarding those who brand themselves well rather than those with the most substantive contributions. The intellectual economy has become one of survivalism, where attention matters as much as thought."
I feel this so deeply! It's no longer enough to work hard on building relationships at work, with clients and building meaningful brands - we have to be yelling from the rooftops constant takes on the latest brand news, cultural trends and the like. It's exhausting! I've been told in a past job I wouldn't get a promotion until I was more engaged in thought leadership and getting my voice out there which felt like I was being forced into being a LinkedIn warrior
Wow! That is so frustrating and I feel you. I now largely enjoy writing bc it’s divorced from the pressure of growing my independent studio. But when it was, it felt exhausting.
Great article. What else is negative about TikTok content mainly in fashion is that writers, academics, critics, or journalist cannot research and write a depth piece about the current fashion trends anymore. Once they write or put an idea together about the latest trend out becomes a new trend or the trend is out of fashion in social media terms. We do not get in depth conversations about it because you cannot have conversation about fashion trends in a one-minute video.
Ah, this is so very good (and well researched). Also bravo for including Mr Postman, goat.
THANK YOU. Felt nice to put my media theory student cap on for a min <3
Excellent stuff Nikita. Long live the long read!
Thank you Philip!! <3
Know I’m late to the game but this is so so good! As a strategist I know the pull to become a Thought Leader™ all too well and this just so beautifully articulated all the BS driving/surrounding it. Will definitely be saving this to mull on again.
The original Oracle (of Delphi) would blush...given that she spoke in tongues and poetry. Hardly the confident delivery or reception that these 'influencers' are conjuring!
Let's go back to the ancient standards: absolutely no absolutes, probably more questions than answers after hearing the prophecy, basically choose-your-own-interpretation...and then declare war on Persia.
(obviously satire but I did genuinely love this essay!)
This is an amazing piece, I plan to do a close reading on my substack about this. Thank you for writing everything i have been thinking.
thanks for sharing and READING!
This read like a full check up report of all the pitfalls of online intellectual discourse without the alarmist attitude. It is a must read, I think, especially since people are looking for strong figures who project certainty at the cost of critical thinking, a process which is ongoing, riddled with odd bumps and twists, and not necessarily flattering. I wonder if there could be a diagnostic tool/checklist developed from it that could be used by educators. It would be great help to young people who are exposed to so much online.
I could not clap harder for this piece. So on point, and poignant.
thank you so much <3
excellent
than you for reading <3
Thank you so much I’m digesting this as what NOT to do in my critiques <3
Good insight 😌 Can i translate part of this article into Spanish with links to you and a description of your newsletter?
Thank you! Yes you may :-) looking forward to this!
I’m returning to academia in my 50s after many decades away, which included cultiavting my mind in many other ways - and for purposes other than intellectualism, too. I have to say that as someone utterly fed up with the online takeover of my professional world, I have thus far steered clear of the world of online critique, but forewarned is forearmed! Also, the title “thought leader” has long made me roll my eyes… no thank youooooo; I’m interested in pursuing my own intellectual ability, not having that coralled into whatever the heck the narrative du jour may be, which just happens to feed your personal brand at rhe same time.
Thank you—this was extremely well-researched and written, so please keep writing.
As someone trying to build a brand with depth that may be difficult to glean within one's first 5 seconds of viewing during their daily doomscroll, you've hit on so many dynamics that I've been subconsciously ruminating on. "Medium is the Message" and the soft power of personal branding are dynamics that exemplify the downstream effects of algorithms that I've observed not only in cultural criticism but media and the information space writ large.
Having read from other writers in this space like Brian Morrisey and Ron's Log who've reached similarly bleak conclusions about algorithmic feeds highlighting humanity's preference for low-friction, easily digestible content, I was eagerly searching for a “solution” in your article against this institutional force, but I find your call to build "spaces where complexity is valued" somewhat backward since the deteriorating cultural currency and financial sustainability of such "spaces" by short-form content is what prompted this discussion. Not to mention, calling on the audience to be "comfortable with inquiry instead of certainty" is an ideal that simply goes against human nature. Most people crave the comfort that certainty provides; they can't bear being lost or confused.
Assuming humanity’s default preferences for stylized, familiar “performance” over “depth” or "truth" and considering how most people engage with thought leadership via algorithmic platforms that only exacerbate this dynamic, surface-level takes on contentious issues within qualitative domains lacking counterfactuals will almost always default to binary outcomes as people seek information conforming to their worldview.
Thus, I believe if one’s goal as a “genuine” critic of culture (or any qualitative domain for that matter) with "depth" is to communicate a more nuanced "truth” that is based in reality and we believe that the general masses are "missing the plot," the "solution" to correct this aberration in the marketplace of ideas is for such nuanced individuals to simply have the courage to stress-test their ideas against reality. If indeed their critiques are the best measure of reality, it would constitute a form of cultural arbitrage where these individuals benefit significantly by capitalizing on information asymmetry before the marketplace recognizes and proportionally rewards the merit of their insights.
Thank you for your thoughtful response!You’re right that most people naturally gravitate toward certainty, and that makes my call for embracing inquiry more idealistic than practical in many cases.
Your idea of “stress-testing” ideas against reality is an interesting one, and I see how it can offer a more pragmatic solution. I do still believe there’s a place for deeper, more nuanced discussions, even if they’re difficult to sustain in today’s landscape. The fact that we’re having this conversation shows that there are still emergent spaces for these kinds of discussions, and I think we’re also seeing a turn against the dominance of big social platforms in favor of more meaningful, nuanced exchanges. It’s small but I think it is happening.
Thanks again for sharing your perspective—it’s given me a lot to think about!
This analysis is not just impressive, it made me reflect on how i consume media and what I want to put out there. Long time without reading something and craving to get to the end!
this is the kindest, thank you!!!
my thought leader 🫡
luv u big dawg!!