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Coercion : Why We Listen to What "They" Say
Rushkoff, Douglas
02868110 Hard Cover. Brand New Book Jacket. 6 x 9". ISBN:1573221155. PUBLISHED at $24.95, this brand new 322 page volume is an essential text for inhabitants of the media sphere. The author argues taht we eac h have our own 'theys' -- bosses, pundits, authorities, both real and imaginary -- whom we allow toshape our lives and manage our futures. Like parents, they can make us feel safe. They do our thinkin g for us. We don't have to worry about our next move. It has already been decided on our behalf, and in our best interest. OR SO WE HOPE! .. The world has become a battlefield of 'subtle' persuasion. As soon as we think we've become familiar with their methods, these influence professionals work to move us into strange and unfamiliar territory, leading us like prey into a trap. ...This book by a v eteran of the Media Wars helps to guide us through these societal hazards. New York, NY, U.S.A.: Putnam Publishing Group, The, 1999
Price:
17.43 USD
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COERCION: WHY WE LISTEN TO WHAT "THEY" SAY
Rushkoff, Douglas
1999 43311 Amazon.com In 1994's Cyberia: Life in the Trenches of Hyperspace, Douglas Rushkoff extolled the democratic promise of the then-emergent Internet, but the once optimistic author has grown a bit disillusioned with what the Net--and the rest of the world--has become. His exuberantly written, disturbing Coercion may induce paranoia in readers as it illuminates the countless ways marketing has insinuated itself not just into every aspect of Western culture but into our individual lives. Rushkoff opens with a series of pronouncements: "They say human beings use only ten percent of their brains.... They say Prozac alleviates depression." But "who, exactly, are 'they,'" he asks, and "why do we listen to them?" Marketing continues to grow more aggressive, and Rushkoff tracks the increasingly coercive techniques it employs to ingrain its message in the minds of consumers, as well as the results: toddlers can recognize the golden arches of McDonald's, young rebels get tattooed with the Nike swoosh, and news stories are increasingly taken verbatim from company press releases. "Corporations and consumers are in a coercive arms race," argues Rushkoff. "Every effort we make to regain authority over our actions is met by an even greater effort to usurp it." As he surveys the visual, aural, and scented shopping environment and interviews salesmen, public relations men, telemarketers, admen, and consumers, Rushkoff--who admits to being one of "them" in his occasional capacity as paid corporate consultant--concludes that "they" are just "us" and that the only way the process of coercion can be reversed is to refuse to comply. "Without us," he assures, "they don't exist." --Kera Bolonik From Publishers Weekly Until recently a cyber-optimist who, in popular books like Cyberia and Media Virus, augured a digital revolution, Rushkoff now warns that the promise of the Net as an open-ended civic forum is fading as relentless corporate marketers peddle their wares and capitalize on shortened attention spans. In a scathing critique that extends far beyond cyberspace in scope, Rushkoff identifies the subtle forms of coercion used by advertisers, public relations experts, politicians, religious leaders and customer service reps, among others. Retreading territory covered by critic Neil Postman and others, Rushkoff provides additional examples of how the ordinary person is often unsuspectingly manipulated, whether in the shopping mall, at a sports event or in a Muzak-drenched store or office. This analysis is particularly strong when deconstructing the "postmodern" techniques of persuasion that advertisers use to reach increasingly cynical target audiences, including commercials that self-consciously mock the marketing process. Rushkoff also argues that mass spectacles (e.g., rock festivals, Louis Farrakhan's Million Man March, Promise Keepers rallies) foster "tribal loyalty" but are often contrived, commercial or downright destructive. He devotes a chapter to pyramid schemes used by cults, infomercials, Internet con artists and get-rich-quick marketers. His freewheeling survey underscores the social cost of these coercive strategies, which, he says, tend to make us see one another as marks. Despite his up-to-the-minute examples, however, his overall analysis is not fresh or original enough to take the place of Vance Packard's The Hidden Persuaders. (Sept.) Copyright 1999 Reed Business Information, Inc. Riverhead Hardcover 1-57322-115-5 / 9781573221153
Hardcover As New Condition New York
Price:
25.93 USD
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