In his book
introduction called, “They Say,” Douglas Rushkoff challenges readers to think
about how often we let people with power dictate our lives. He asks why we
listen to them, and whether it’s a good idea to let them have such a strong
influence over us. In answer to these questions, Rushkoff points out that
people who tell us what to do don’t always have our best interests in mind.
Often they want to get something from us, like money or votes, and their words
my not be trustworthy. Rushkoff says that when consumers are coerced into
buying something, they are often unaware that they are being influenced at all,
because salespeople know techniques to subtly get buyers to do what they want.
For a while in the eighties and nineties, Rushkoff believed that consumers were
getting back the power over their thoughts which powerful people had seized
through the media. With the internet and video cameras, average people had
gained the ability to spread their own ideas, and they were getting too smart
for advertisers’ old tactics of coercion. However, after a while advertisers
learned to use the new media phenomenon to their advantage, once again coercing
the general population to do what they wanted. Therefore, Rushkoff decided to
write a book about how “marketers, politicians, religious leaders, and coercive
forces of all kinds influence everyday decisions.” He wanted to help people
recognize and resist the influence powerful people were exerting over them. One
interesting piece of information he found was that coercion is now automated.
Computers decide, based on our actions, how best to manipulate us. Rushkoff
ended the introduction by revealing the ways he had used marketing techniques
to get us interested in his book, without us being aware of them. In this way
he proved to us that we aren’t as immune to marketing tricks as we’d like to
think.
I agree with Rushkoff that it would
be helpful for us to be aware of the techniques people use to get us to do what
they want. It’s not good to be pushed around against our will, buying things we
don’t really want, and voting for people just because they have the best PR
people, and are the best at all the sales tricks. However, I don’t think
powerful people are always as bad as he thinks they are. I think there are many
politicians, doctors, and corporations that actually want to do quality work
that benefits the common good. Why do people assume that huge categories of
people and organizations are lying, cheating weasels? Why can’t there be
scientists who want to develop high-quality, safe products, and companies who
want to employ them? Sure, there are people who want to lie and cheat, but they’re
always running the risk that they’ll get caught and lose a lot in terms of
money and reputation. In the same way, I think many politicians want to make a
positive difference in the world. Of course, to “play the game” of politics,
they have to be savvy and let only their best side show, but once again, I
think it’s arrogant to assume they’re all despicable, as Rushkoff seems to do. As a reader, I find myself reflecting, "He wants me to distrust huge groups of people, but why should I trust him?"
In the first paragraph, Rushkoff asks us why we listen to "them." He defines "them" as "bosses, experts, and authorities." I think we do ourselves a disservice if we treat all experts like
doctors, scientists, and other highly educated people as enemies without good
reason. Rushkoff uses terms like “hunters,” “prey,” “weapons,” and “war” to
describe the average person’s relationship with “them.” I think those terms are
overly dramatic when referring to many experts, and can harm us if they lead us
to think we know more than people who have devoted many years of their lives to
studying things we know little about. Rumors spread like wildfire on the
internet about things that can supposedly harm us, and they are often completely
bogus. It’s bad for our mental health to be constantly worrying about every
little detail of our lives. It can also be dangerous to disregard the advice of
some experts just because we generally distrust them. For example, if someone decides to
disregard the advice of a doctor because of a rumor, it could cost them their
life. I believe there's a balance between looking out for ourselves and choosing to trust certain sources that we discern are reputable. I appreciate Douglas Rushkoff contributing his thoughts to the debate on this issue.