I work at a newspaper. I do graphics and occasionally write advertising copy, but I work alongside the reporters. There have been directives that come down from the head office of the chain’s digital department. The directives never talk about writing or reporting. They talk about “generating copy”.
Personally I can’t think of a more insulting term than “generating copy”. That cold, clinical phrase completely guts what it is that reporters actually do. It eviscerates the process of writing in any form. The process of creating, of digging into your soul for a few measly crumbs of insight and then weaving that insight, feeling, or even just information into words — the right words — that create a cohesive passage that speaks to the reader in ways that not only make sense and impart information but touches something inside of them…
To label that as merely “generating copy” is the act of a soulless cretin. It’s a phrase that comes from someone who has never seen anything of the wonder or the beauty of the world. It is a phrase uttered by a lifeless, heartless, soulless zombie stuffed into a suit. It is the most insulting kind of corporatespeak and the more I think about it the angrier I become.
The problem is, I have been listening to these bums. They talk about how anyone who wants to get “traction” out of their blogs have to follow the steps on the ladder to increase traffic to your site and post pieces that generate “swagger”.
I’ve been listening to them, trying to do just that because I think that I need to chase some mythical ideal audience in order to “move more units” (i.e: sell books)
I am unable to do that and up until now it’s been getting me down. It wasn’t until I thought about the phrase “generating copy” that I realized what a load of cow dung it all is.
I’m a writer. I write because I am compelled to order my chaotic thoughts, to try to make sense of the jumble of random noise that fires off inside my head. I am moved to give voice in some way to the painful yearning that occasionally grips my soul. I am compelled to reach out to try to communicate my inner turmoil to somebody… anybody… or maybe just out into the void. It doesn’t matter.
I write because I have to. I write because I have no other way to say what it is I need to say. I’m not trying to drive traffic or create “swagger” and I am not just “generating copy”
This is me. This is my mind and my spirit running free and playing, leaving footprints in the sand in the form of these words. The cold and unemotional format of electronic words on an LCD field of blue-white is all that is afforded to me, but while I can I will try to breathe a bit of life into it now and then.
Anything else is just generating copy.