In a digital world, we should be worrying less about how to make videos and more about how to find and create good writing, said author Douglas Rushkoff at the eBook Summit.

“Real viral is not a video that people pass,” he said. “Viral means it provokes a cultural immune response. Hemingway having sex with the wrong person or beating something up or is viral. For me, making a video for a book is not viral.”

Rushkoff also used the stage to discuss why he hates iPads. The reason, it is an entertainment tool, not a tool for creating. “It communicates to the user, ‘stay away,’” he said.

Rushkoff recommends that indie authors and publishers take advantage of all of the channels for getting books out. In his presentation, Rushkoff said, “The beauty of being indie is that we are like the rats after the apocalypse. We can exploit every system.”