Is "Creator Washing" the New Greenwashing? Why Language Really Is Not a Communication System: A Cognitive View of Language Evolution

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Aug 21, 2023
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Is "Creator Washing" the New Greenwashing? Why Language Really Is Not a Communication System: A Cognitive View of Language Evolution
In recent years, we have seen a rise in companies claiming to prioritize certain values or causes, such as protecting the environment. However, many of these claims turn out to be misleading, a phenomenon known as greenwashing. But now, a new trend is emerging that may be the equivalent of greenwashing in the creator economy - creator washing.
Creator washing refers to the act of exploiting creators by misleading them to believe that a product or service prioritizes creators more than it actually does. This can manifest in various ways, from underpaying creators for their content to providing false promises of exposure or support. Exploiting creators for their content has been a long-standing issue throughout history, and it seems to have found a new platform in the digital age.
One example of creator washing can be seen in the music industry. Spotify, a popular music streaming platform, has provided hope to creative artists for over a decade. However, it was revealed that only 43,000 of their 3 million artists have earned enough to live off their art. This means that the majority of artists on the platform are not receiving fair compensation for their work. Additionally, Spotify allows brands to set their own commission rates for creators, which opens up the possibility of exploitation without regulation.
Another platform that is potentially susceptible to creator washing is TikTok. While the platform has introduced a feature that allows community members to support creators by tipping them with TikTok Coins, there is a concern that this feature could disrupt TikTok's creator middle class. If not carefully designed and regulated, this feature could lead to a situation where only a small percentage of creators are able to earn a living from their content, while the majority struggle to make ends meet.
The issue of creator washing goes beyond just the economic aspect. It also raises questions about the value placed on creativity and the importance of supporting and protecting creators. In a society that heavily relies on and consumes creative content, it is essential that creators are given fair compensation and recognition for their work.
So, how can we address the issue of creator washing and ensure that creators are not exploited? Here are three actionable pieces of advice:
- 1. Implement fair compensation models: Platforms and brands should establish transparent and fair compensation models for creators. This can involve setting minimum payment standards or ensuring that creators receive a percentage of the revenue generated from their content.
- 2. Foster a supportive community: Platforms should prioritize creating a supportive community where creators can collaborate, share knowledge, and uplift one another. This can help less successful creators gain exposure and support, reducing the risk of exploitation.
- 3. Advocate for creators' rights: Creators, industry professionals, and consumers should come together to advocate for the rights and fair treatment of creators. This can involve raising awareness about the issue, pushing for regulatory measures to protect creators, and supporting initiatives that promote fair compensation and recognition.
In conclusion, creator washing is a concerning trend in the digital age that mirrors the concept of greenwashing in the corporate world. It is essential that we address this issue and ensure that creators are not exploited for their content. By implementing fair compensation models, fostering a supportive community, and advocating for creators' rights, we can create a more equitable and sustainable creator economy.
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