Busted!

race-bottom The New York Times frequently provides the valuable service of unintentionally tipping the hand of conventional (overclass) ideologies. Applying simple reason to the NYT‘s usual reportorial contortions, it is often possible to find important admissions of core brainwashing stratagems.

And so it is today regarding the core American political insistence that this is a “middle-class” society. Turns out that the experts in charge of managing this untruth are pretty keenly aware of their own bullshit:

“It used to be ‘middle class’ represented everyone, actually or in their aspirations, but now it doesn’t feel as attainable,” said David Madland, managing director of economic policy at the Center for American Progress, a liberal think tank with close ties to the Clinton campaign. [emphasis added]

The entirely logical reality is that, in the Times‘ phrasing, “[e]ven if families fall in the middle in income distribution, they cannot afford many of the necessities, much less the luxuries, traditionally associated with being middle class.”

The balance of the story reports on how politicians are now scrambling to coin new ways of refusing to talk realistically about social class while suggesting they actually care about the class fates of ordinary citizens.

But it is official: “Middle class” has always been a diversionary tactic, a way of using aspirations to prevent the truth from surfacing.

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Historical Necessity

fascism-capitalism In the TCT book, we observed that big business marketing follows the most solid of iron laws. Due to the systemic pressures of corporate capitalism, the scale and detail of overclass management of personal, off-the-job life (a.k.a. big business marketing) must always grow.

If ever a thesis has been copiously and easily proved, this is it. To wit, the report of the Marketing2020 panel, overseers of “by far the most global and comprehensive CMO research program ever conducted.” According to this panel of experts, here is where current trends will soon take us:

Total experience.

Companies are increasingly enhancing the value of their products by creating customer experiences. Some deepen the customer relationship by leveraging what they know about a given customer to personalize offerings. Others focus on the breadth of the relationship by adding touchpoints. Our research shows that high-performing brands do both—providing what we call “total experience.” In fact, we believe that the most important marketing metric will soon change from “share of wallet” or “share of voice” to “share of experience.”

State-based totalitarians could never dream of getting this far. People wouldn’t tolerate it. But “the market” provides the ultimate cover for the oldest and deepest ill of “civilization,” doesn’t it?

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Lather, Rinse, Repeat

Killary Klinton

Killary Klinton

Politics in the United States is marketing. Nothing more, nothing less.

So, here comes Killary, as reported by The Washington Post:

Is Hillary Rodham Clinton a McDonald’s Big Mac or a Chipotle burrito bowl? A can of Bud or a bottle of Blue Moon? JCPenney or J. Crew? As she readies her second presidential campaign, Clinton has recruited consumer marketing specialists onto her team of trusted political advisers. Their job is to help imagine Hillary 5.0 — the rebranding of a first lady turned senator turned failed presidential candidate turned secretary of state turned likely 2016 Democratic presidential nominee. Clinton and her image-makers are sketching ways to refresh the well-established brand for tomorrow’s marketplace. In their mission to present voters with a winning picture of the likely candidate, no detail is too big or too small — from her economic opportunity agenda to the design of the “H” in her future campaign logo.

“It’s exactly the same as selling an iPhone or a soft drink or a cereal,” said Peter Sealey, a longtime corporate marketing strategist.

As always, spending will reach new heights, and choices and democratic responsiveness will be even closer to zero.

It’s going to be a long winter, friends.

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The Future is Now

eyeball For decades, corporate marketers have been working toward real-time linking of purchase and media-use data in the planning of their behavior-engineering campaigns.

The future is now arriving, friends:

Twitter ad targeting just got more broad … and specific. Today the company announced that it’s giving advertisers the ability to take aim at more than 1,000 audiences defined by big data partners Acxiom and Datalogix.

Called “partner audiences,” the new ad feature means advertisers can now serve Promoted Tweets to Twitter users who have signaled purchase intent in specific categories off Twitter. Acxiom and Datalogix are dominant players in the big data industry, tracking and analyzing consumer behavior across brick and mortar and online businesses. [Source]

In honest usage, “signaled,” of course, means an intended communication. What it means in marketing-speak, however, has nothing to do with any respect for the intentions of the target populations, whose “signals” in this case are merely their ordinary procurements of life’s necessities, a.k.a. naive purchases of goods and services.

The fact that overclass agents arrogate unto their masters the right to treat such acts as “signals” from their victims speaks volumes about how illegitimate the planet-wrecking reign of corporate investors really is, even as it remains so deniable and seemingly benign.

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Textbook Capitalism

trickle down cartoon If you want to understand how the world really works, corporate marketers are a far better source than mainstream economists. The latter, of course, have long insisted that capitalism is the ultimate expression and accommodation of human reason. At the level of theorizing individual behavior, that still-regnant claim rests on the homo economicus axiom, which insists (invariably without serious examination of relevant evidence) that ordinary people are, first and foremost, walking calculators.

Here, meanwhile, is what those who are in charge of actually selling actual capitalist products have to say on this topic:

Experiences shape how consumers feel about brands, including factors such as service, quality of products and amenities.

Advertising has always needed to appeal to consumers’ emotions as the most rudimentary form of engagement, and that has not changed.

Emotions actually play a more significant role in purchase behavior than price and convenience…

There’s a point at which a customer’s positive or negative experience is so strong that it can transcend the rational aspects of a brand (e.g., quality, price, service). That’s why creating and guiding the customer experience is so important. Experience creates emotion, emotion fuels engagement and both together impact brand and business outcomes. [Source: adage.com, March 4, 2015]

Not exactly textbook material, is it?

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