Welcome to the Beacosystem

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Corporate capitalism fuels an ever-expanding marketing race, which means a competitive, ever-expanding effort to study and profitably re-design off-the-job behavior.

Today’s New York Times carries an interesting story by Michael Kwet on what Kwet calls “the beacosystem.” This is the growing deployment of movement-tracking-and-recording Bluetooth beacons in retail and other spaces. The practice is known in the trade as “geomarketing.”

The means of accomplishing this immensely valuable form of behavioral monitoring is, of course, the cellular telephone. Apparently, many apps have deals to build undisclosed beacon tracking capability into their products:

The makers of many popular apps, such as those for news or weather updates, insert these toolkits into their apps. They might be paid by the beacon companies or receive other benefits, like detailed reports on their users.

And, of course, the story gets even worse. According to Kwet:

There is no easy way to determine which apps on your phone have the beacon location tracking built in. Even if you did know which companies have access to your beacon data, there’s no way to know what kind of data is collected through the app. It could be your micro-location, dwell time or foot traffic, but it can also include data from the app, such as your name, and your app data can be combined with other data sets compiled about you by data brokers. There is simply no transparency.

Paging Dr. Pavlov

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Behind the scenes, big business marketers view their “targets” precisely as Ivan Pavlov viewed his laboratory dogs.

Jeremy Helfand, VP & Head of Advertising Platforms at Hulu, labors to figure how to get modern TV users to pay attention to sponsors’ ads. This requires, Helfand says, a trope that “rewards the viewer for this natural experience, this natural behavior that’s now happening in streaming television.”

It’s cute, of course, that watching television now counts as a “natural behavior,” but you get the point. Rewarded behaviors.

Oh, Shoshana

Shoshana Zuboff contends that surveillance capitalism is “a rogue mutation of capitalism.”

In order to make this argument, Zuboff defines Georgia Tech’s Aware Home Research Initiative as the product of a bygone era when researchers pursued things like this “exclusively” for “the people that live in the house.”

This is, at best, malarkey.

The Aware Home Research Initiative was founded with a grant from the Georgia Research Alliance. Here is a list of the leading sponsors of that organization.

If you believe that Georgia Tech’s Aware Home laboratory is, was, or ever will be anything but a marketing research platform, you are wildly mis-informed — again, at best.

The corporate capitalist thirst for automated surveillance on prospective product purchasers was large and voracious way before 1998, the year in which Georgia Tech’s entrepreneurs-as-professors launched Aware Home.

Zuboff once suggested that the automation of the corporate workplace might lead to the reskilling of work and the diminution of managerial power. Now, she wants us to see market totalitarianism as a mere anomaly that we might easily regulate away.

Veritas?

Privacy for America!

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Our overclass doesn’t lack for chutzpah. As reported by Advertising Age, corporate marketers are hoping to get Congress to pass new “privacy” rules for data-use. By “privacy,” they mean “exposure,” of course.

The comprehensive dishonesty of the effort’s official explanation would, like the very name of its sponsoring group, make Big Brother choke on his Irish coffee. It is also, to put it one way, a true sign of the times.

The real story here is that the proposed new rules would, as Ad Age reports, be gestural and toothless, and would, thanks to their existence at the federal level, put a stop to individual states trying to create actual limits on big businesses’ behavior-surveillance efforts.

For students of propaganda, one interesting — and demanding — task would be to add notes and revisions correcting this official mission statement, to make it speak the actual, behind-the-scenes truth about its actual purpose. Literally every sentence here would require important changes. Some sentences lie with their every single word.

And this is no side effort. As Ad Age explains,

Five of the ad industry’s largest trade bodies have banded together to create “Privacy for America,” a coalition that aims to sway Congress in creating federal legislation on consumer data privacy.

The trade bodies — which include the 4A’s, Association of National Advertisers, Digital Advertising Alliance, Interactive Advertising Bureau and Network Advertising Initiative — are in a race to influence Congress in how lawmakers create federal guidelines surrounding user data for digital marketing.

Companies including Google, Facebook, AT&T, Hearst, Conde Nast, Disney, CBS and Amazon are all represented by trade bodies in the new group.

Frequent readers will know that TCT is fond of repeating Robert Heilbroner’s quotation about the dire long-term implications of a building a human culture around telling ornate lies for money. As “Privacy for America” shows, we now have a culture in which the most powerful players tell ornate lies about telling ornate lies for money.

Jimmying the System

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Jimmy Fallon is to comedy what Pat Boone is to rock-and-roll.

No wonder, then, that he is helping his paymasters pioneer a return to the days when advertisers didn’t pretend to be separate from the content they push.

The problem, of course, is that we, the people, hate advertising and have recently gained some increased ability to avoid it. Hence, in this “free market” system, we have to be forced back to doing what the system requires us to do, which is expose our sensory organs to the marketing stimuli that are the point of the whole media/tech shebang.