Ko'pchilik media kontentlari eng yuqori iste'mol qilinishiga qarab belgilanadi. Kontent ishlab chiqaruvchilar odamlar eng ko'p nimani iste'mol qilishini aniqlaydi va o'z kontentini shu asosda yaratadi. Bu bilimning, san'atning va ijodning teskari aylanishi bo'lib, shuning uchun uni "nutq", "yozuv", "nutq mazmuni", "estetika", "badiiy ifoda" va hokazo emas, balki "kontent" deb atashadi. Haqiqatga, go'zallikka va ma'noga intilish o'rniga, kontent aslida faqat puldan iborat bo'sh intilishdir. Yigirmanchi asrning boshida g'arb faylasuflari (masalan, marksistlar) san'atning tovarga aylanishini qayd etgan edilar, ammo ular hozirgi media qanchalik pastga tushganini tasavvur ham qila olmagan bo'lardilar. Bugungi media kontentining eng buzg'unchi tomoni shundaki, u ko'pincha o'zini chuqur, ma'noli, sentimental va samimiy qilib ko'rsatadi. Lekin haqiqat shuki, bunday kontentning ko'p qismi iste'molchida bu his-tuyg'ularni sun'iy ravishda uyg'otish uchun ataylab loyihalashtirilgan, chunki bu reaksiya ko'proq iste'mol, ko'proq pul va ko'proq foyda bilan bog'liq. Bu sevgi, haqiqat, hatto adolat libosiga o'ralgan sovuq, jonsiz mashina. Albatta, bu ikkiyuzlamachilikdir. Ikkiyuzlamachilik muhitida yashayotganimiz uchun xavf shundaki, biz o'z ifodamizda ham beixtiyor shu shaklni qabul qilamiz: mohiyat o'rniga shaklga e'tibor beramiz, haqqni emas, balki javob qaytarishni maqsad qilamiz, Yaratuvchining roziligini emas, yaratilganlarning maqtovini izlaymiz. Soxta narsalarga o'rganib qolganimiz sari yuraklarimiz qotib boradi, Haqiqatdan uzoqlashib, soxta ma'no bilan bezatilgan sun'iy dunyo ichida yashaymiz.

Most media content is determined on the basis of what will have the highest consumption. Content producers determine what people are most likely to consume and then generate their content on that basis. This is an inversion of knowledge, art, and creativity, which is why it’s called “content” and not “speech,” “writing,” “discourse,” “aesthetics,” “artistic expression,” and so on. Rather than be driven by a pursuit for truth, beauty, and meaning, content is literally nothing but the hollow pursuit of the dollar. Western philosophers (e.g., Marxists) noted this commodification of the arts earlier in the 20th century, but even they could not imagine the depths to which present media have sunk. What is so subversive about media content today is that it often presents itself as profound, as meaningful, as sentimental, and heart-felt. The reality, though, is that much of that content is carefully engineered to artificially induce those emotions in the consumer because that reaction correlates with more consumption, more money, more profit. A cold, soulless machine that wraps itself in a chemise of love, truth, even justice. This, of course, is hypocrisy. And the danger for us living in an ethos of hypocrisy is that we will unknowingly take on that modality in our own expression, prioritizing form over substance, aiming to elicit a response instead of aiming for haqq, pursuing approval from creation instead of the Creator, our hearts, in turn, hardening as we become accustomed to the fake stuff instead of Reality, wallowing in an ersatz dunya of pseudo-significance.