In “Coercion: the persuasion professionals and why we listen to what they say”, Douglas Rushkoff analyses the ways in which we are manipulated and coerced by real and virtual commercial environments, and in turn the way in which these techniques are impacting on our understandings of society and citizenship.
Taking a number of examples such as “atmospherics” (the architecture and setting of the mall), “spectacle” (the psychological use of overwhelming environments to create confusion and passivity), public relations, pyramids and virtual marketing, Rushkoff creates a scary roadmap of modern life.
He refers to the Gruen Transfer, which is the intentional disorientation of the consumer in order to render them powerless in the face of advertising and marketing, and then expands upon this by looking at the World Wide Web and the ways in which demographers, marketers and psychologists are zoning in more and more on our individual desires and then marketing them back to us.
Published in 2000, Rushkoff’s protrait of the internet is pre Web 2.0, but spot on in its dissection of the “myths” of the internet, and how these were articulated by free-market experts and propagated by the bods at “Wired” magazine, in order to frighten people into a narrow usage of the potentially liberating medium of the internet itself.
The book ends with Rushkoff arguing that people will seek out alternative, non-commercialised spaces in which to form communities and this is a return to the original founding ethos of the internet itself.
It’s a great read, and offers up some fascinating insights into this heavily mediated logo saturated environment we find ourselves in today.