This is a piece written by Jeff Jarvis who was a founder of Entertainment Weekly and then a long time professor focused on innovation and journalism.

https://en.wikipedia.org/wiki/Jeff_Jarvis

So, it's a term of art, and i'll even agree that it's got a bit of a tech-y pejorative lean to it, but it's in wide use, and Jarvis certainly isn't solely a person who comes from tech.