Container-less Content? Not in This Digital Age.

Admittedly, this is more academic territory than Book Business typically gets into, but we think it's an important insight and a worthy thought exercise regarding the nature of content as our "frames" evolve. Following is an excerpt from Chapter 3 "How Content Works" of The Content Machine.

Content Frames
My term for content containers is frame. Frames are as much about presenting content as containing it. Frames in my language are distribution mechanisms, channels, and media. They are contexts, modes of understanding as much as duplicative technologies. Frames are not just delivery systems or packages for content but content's experiential mode. They aren't dumb pipes. The book-as-container is a useful but flawed metaphor because it cannot encompass all forms of bibliographic, let alone cultural, experience. It fails to recognize containers are digital as well as physical.