Generation Franchise: Why Writers Are Forced To Become Brands (And Why That’s Bad)

In today’s digital age, the writing profession has undergone a significant transformation. Gone are the days when writers could simply focus on crafting compelling stories and leaving the business side of things to their publishers. The rise of social media, online platforms, and the 24-hour news cycle has created a new reality where writers are expected to be more than just writers – they must become brands.

This phenomenon, which we’ll call “Generation Franchise,” has far-reaching implications for the writing community. On the surface, it may seem like a boon for writers to have more control over their work and connect directly with their audience. However, beneath the surface lies a more insidious reality: the commodification of creativity, the erosion of artistic freedom, and the exploitation of writers’ labor.

The Pressure to Build a Personal Brand

In the past, writers could rely on their publishers to handle marketing and promotion. Today, writers are expected to be their own publicists, building a personal brand that attracts readers and generates buzz around their work. This means creating a social media presence, maintaining a blog or website, and engaging in online communities to build a following.

While this may seem like a harmless way to connect with readers, it has a darker side. Writers are now forced to spend a significant amount of time on self-promotion, taking away from the time they could be spending on their craft. This pressure to build a personal brand can be overwhelming, leading to burnout and creative exhaustion.

Moreover, the emphasis on personal branding has created a culture of competition among writers. Rather than focusing on the quality of their work, writers are pitted against each other in a battle for online attention and followers. This has led to a proliferation of clickbait headlines, sensationalized content, and a general dumbing down of literary discourse.

The Commodification of Creativity

When writers become brands, their creativity becomes a commodity to be bought and sold. Publishers and agents are no longer interested in nurturing talent or taking risks on new voices; they’re looking for writers who can deliver a guaranteed return on investment.

This has led to a homogenization of literary styles, as writers are pressured to conform to market trends and formulas. The result is a lack of diversity and innovation in the publishing industry, as writers are discouraged from taking risks or pushing boundaries.

Furthermore, the commodification of creativity has created a power imbalance between writers and publishers. With writers expected to handle their own marketing and promotion, publishers are able to reap the benefits of their labor without providing adequate compensation or support.

The Exploitation of Writers’ Labor

The rise of online platforms and self-publishing has created new opportunities for writers to reach their audience directly. However, this has also led to the exploitation of writers’ labor, as they’re expected to work for free or for minimal compensation.

The proliferation of content mills, where writers are paid pennies per word, has created a culture of exploitation. Writers are expected to produce high-quality content quickly and cheaply, without any regard for their well-being or creative fulfillment.

Moreover, the emphasis on self-publishing has created a myth that writers can succeed without the support of traditional publishers. While this may be true for a select few, the reality is that most writers need the editorial guidance, marketing muscle, and financial support that traditional publishers provide.

The Consequences of Generation Franchise

The consequences of Generation Franchise are far-reaching and devastating. Writers are being forced to sacrifice their artistic freedom, creative autonomy, and financial stability in order to succeed in a market-driven industry.

The result is a literary landscape that is increasingly homogenized, commercialized, and devoid of innovation. Writers are being reduced to mere commodities, rather than being valued as artists and creatives.

It’s time for us to rethink the way we approach writing and publishing. We need to create a system that values writers’ labor, supports their creative freedom, and rewards their innovation. Only then can we hope to create a literary culture that is truly vibrant, diverse, and fulfilling.

In the meantime, writers must be aware of the pressures and pitfalls of Generation Franchise. We must resist the temptation to sacrifice our artistic integrity for the sake of online fame or financial gain. We must demand fair compensation, respect, and support from publishers, agents, and readers alike.

Only by standing together and fighting for our rights can we hope to reclaim our profession and create a better future for writers everywhere.