say something, put it somewhere, connect

path down


a platform

some connections

Can we differentiate the content from the platform or the means of packaging it?  Can we find it amid all that packaging? The real content is the core of what you want to convey, it is hidden deep – an idea, an emotion, a story.

Taking a photograph, writing some words or strutting on stage is not the same thing as content – these are just technologies. Content is the thing for which we are struggling to find the language. The essence.

The platform could be a website, a theatre, a book, a film, a party.  It is the setting for the content,  maybe providing a structure for navigating bundles of content delivered in a narrative.

But it is the connection that provides lift-off.  Without a connection we cave no communication.


Published by Mark

Mark Waddington is a former BBC broadcaster and producer. He now works for the Diocese of Leeds as Urban Mission Officer. If you would like to get in touch email

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