Kelly defines the internet as a “copy machine”, as everything we produce digitally is copied. Mass production has allowed for cheaper production of desired goods but left only a small space for craft based production and customisation. With the digital economy running on an abundance of copies, originality can be scarce as all users are active participants and have the ability to ideate, produce and distribute content. Content is therefore constantly being recycled and modified within the digital realm and being consumed by users who carry on the process. This concept of active participants is one of the main differences between legacy media and emergent media as unlike the emergent media model, the legacy media model has a high production cost with gatekeepers being the only ones able to produce and distribute content.
Individuals are no longer having to open their wallets and spend money in order to access content online. Kelly’s states “when copies are abundant, they become worthless” and it is the content that can’t be copied that consumers will spend money on, which points out that we as consumers are no longer paying for the content itself but rather its personalisation.
Bunnell, K, 2004, ‘Craft and Digital Technology’, date accessed 28/3/19, http://repository.falmouth.ac.uk/537/1/craft%20and%20digital%20technology.pdf
Kelly, K, 2008, ‘Better than Free’, Edge, date accessed 28/3/19, https://www.edge.org/conversation/kevin_kelly-better-than-free
Mozilla, 2016, ‘Kevin Kelly on the World’s largest Copy Machine’, YouTube, date accessed 28/3/19, https://www.youtube.com/watch?v=fOIRhMIOcfU