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Competing Messages: The New World
I received this link by way of e-mail and I thought I would share it here. The article in the Harvard Business Review that is the subject of the post requires a subscription, so I wasn't able to read it. But the Abstract was illuminating:
These online personae, called avatars, range from simple but personalized cartoonlike characters used as pictorial signatures in instant messaging to fully developed characters in virtual worlds. And they represent a huge population of "shadow" customers who can be analyzed, segmented, and targeted.
"Analyzed, segmented, and targeted."
Once again, we are not consumers.
We are the consumed.
Marketers will flatter us and tell us that we're really not. We're "valued customers," or something.
And this is okay, as long as we're not embracing some illusion that bars us from fully embracing life.
The most disturbing thing about the picture of the guy in the recliner yesterday isn't how it reveals the contempt of marketers who are dependent on consumers, dependency breeding resentment. No, the most disturbing thing is that the picture of the guy on the recliner is a little too close to reality.
It's a picture of a guy whose experience of life is what he's purchased, packaged for him, by companies and corporations. A sedentary, passive existence, efficiently delivered by the marketplace to his living room, from which he stirs mostly to engage in the economic activity that allows him to continue to purchase his experience of his life. Only now we can add a laptop and his "avatar" to the picture.
The brief report I linked to about neoteny contained this:
Charlton added that since modern cultures now favor cognitive flexibility, “immature” people tend to thrive and succeed, and have set the tone not only for contemporary life, but also for the future, when it is possible our genes may even change as a result of the psychological shift.
On a recent Sunday, the thought occurred to me: "Many people believe they can 'change the world.' Most never realize that, from the moment of birth, 'the world' is changing them."
This isn't exactly what I had in mind, but it's in a similar vein.
Back to the neoteny report:
The faults of youth are retained along with the virtues, he believes. These include short attention span, sensation and novelty-seeking, short cycles of arbitrary fashion and a sense of cultural shallowness.
"Short attention span, sensation and novelty-seeking, short cycles of arbitrary fashion and a sense of cultural shallowness..." Apart from being a remarkable description of Robert Scoble, is there a better description of a consumer? I don't think so.
(As an aside, I considered omitting the gratuitous swipe at Scoble. But I think the description is accurate, and it's not as though there aren't already hundreds of people who've offered fawning praise for the man and his achievements, such as they may be. I think it's worth pointing out that there may be another point of view. On the other hand, perhaps I'm just a grumpy, cantankerous curmudgeon. Real heroes of the New Church probably wouldn't be so mean-spirited. Or, at least, they rely on the divine power of the internet to peer into a man's soul and ascertain his true colours. Me, I'm just offering my opinion, and you know what those are like.)
And the "cognitive flexibility" that might seem kind of appealing at first, is really an adaptive change that improves the fitness of competing groups, and rewards the individual in the context of his or her service to the larger social organism.
The person who sent me the e-mail asked, "Where is this heading?"
I answered, "To a dark place, hopefully."
More about the darkness another time.
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