Marketers spend millions developing strategies to identify children's predilections and then capitalize on their vulnerabilities. Young people are fooled for a while, but then develop defense mechanisms, such as media-savvy attitudes or ironic dispositions. Then marketers research these defenses, develop new countermeasures, and on it goes.
Interpretation
This quote highlights the constant battle between marketers and the evolving strategies of young consumers to protect themselves from manipulation.
Douglas Rushkoff's quote illustrates the cyclical nature of marketing strategies targeted at children and adolescents. It suggests that while marketers invest heavily in understanding and exploiting the vulnerabilities of young people, these individuals eventually become aware and develop skepticism or defenses against such tactics. This ongoing cycle of adaptation indicates the complexity of consumer behavior in relation to marketing practices.
In practice
In a discussion on media literacy, one might quote this to illustrate how young people can be targeted by marketers.
Like most early enthusiasts, I always thought the way the Internet encouraged multitasking made users less vulnerable to manipulation, while simultaneously exploiting even more of our brain's capacity than before. Apparently not.
The faux now of Twitter updates and things pinging at you - all the pulses from digitality that we try to keep up with because we sense that there's something going on that we need to tap into - are artifacts, or symptoms of living in this atemporal reality. And it's not any worse than living in the 'time is money' reality that we're leaving.
Treating an age group as a demographic requires coming up with something that's common to every single one of them. Right?... So it's reductionist in that it reduces an entire segment of civilization down to one person with one habit.
Brains are tricky and adaptable organs. For all the 'neuroplasticity' allowing our brains to reconfigure themselves to the biases of our computers, we are just as neuroplastic in our ability to eventually recover and adapt.
As popular culture becomes more presentist, we move away from entertainment as the vicarious experience of a narrative - as watching someone else's story - and much more toward enacting one's own story. Moving away from myths and toward fantasy role-playing games, away from movies and toward videogames.
The first step toward maintaining autonomy in any programmed environment is to be aware that there's programming going on. It's as simple as understanding the commercials are there to help sell things. And that TV shows are there to sell commercials, and so on.
The internet has been a boon and a curse for teenagers.
I am hoping, though, that many of them have kids, who, when they have a moment to take a break from their iPods, Internet, or Google, will explain to their parents running the country just how the world is being flattened.
Any program is only as good as it is useful.
Amateur production, the result of all this new capability, means that the category of ‘consumer’ is now a temporary behavior rather than a permanent identity
Bitcoin is mostly about anonymous transactions, and I don't think over time that's a good way to go. I'm a huge believe in digital currency... but doing it on an anonymous basis I think that leads to some abuses, so I'm not involved in Bitcoin.
About three million computers get sold every year in China, people don't pay for the software. Someday they will, though. And as long as they're going to steal it, we want them to steal ours. They'll get sort of addicted, and then we'll somehow figure out how to collect sometime in the next decade.
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