If you believe that Georgia Tech’s Aware Home laboratory is, was, or ever will be anything but a marketing research platform, you are — again, at best — wildly misinformed.
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.
The Baffler, as evidenced by its very title, has generally promoted the Frankfurt School’s haughtily flippant approach to issues of so-called “consumption.” The core premise of this now-classic analytic style is the hypothesis that corporate capitalism’s ever-expanding commodity galaxy has, by establishing something called “consumerism” or “consumer culture,” made us all equal and all insane.
In his hugely influential and immensely over-rated 1964 book, One-Dimensional Man, Herbert Marcuse set the basic terms of this particular escape from realism. Here is the core presumption of modern “consumption studies,” the foundational axiom I think of as “Marcuse’s Big If”:
If the worker and his boss enjoy the same television program and visit the same resort places, if the typist is as attractively made up as the daughter of her employer, if the Negro owns a Cadillac, if they all read the same newspaper, then this assimilation indicates not the disappearance of classes, but the extent to which the needs and satisfactions that serve the preservation of the Establishment are shared by the underlying population.
By treating this always-preposterous “if” as an established fact, the task for the would-be anti-consumerist expositor becomes not explaining how the sphere of product design and product use works, but rather pointing out how crazy people are for participating in prevailing “consumer” activities.
I mention all this because The Baffler has just published a very useful essay that goes some distance toward breaking away from Frankfurtian “consumer studies” tail-chasing. Though he still uses the word “consumer” too blithely, Alex Pereene, the essay’s author, points out that, when it comes down to it, there has been a general failure among supposed experts “to account for the social and psychological context of consumer spending.”
Pareene adds that, while everybody keeps promoting and swallowing Marcuse’s If, the reality is that ordinary people are made to “settle for LCD TVs as a new generation of robber barons shot cars into space because they couldn’t figure out what else to do with the staggering amount of money they have.”
Well said, Baffler, and may you continue to get less baffled and baffling.
Both ever-expanding data scraping and treatment of products as sales-maximizing, behavior-conditioning stimuli were elementary marketing priorities from Day One of the Marketing Era. Both pre-date, clearly and massively, the inevitable emergence of AMGAF.
Funny, then, that in this book’s 531 pages, Zuboff does not discuss big business marketing! I mean, the word “marketing” does not appear in the book’s index!
Hence, despite the many useful arguments and facts Zuboff provides in this work, the thing is a giant red herring, an effort to make hair-splitting look like brain surgery.
Big business marketing is really a rather amazing institution. The main engine of national and global culture and a plain and direct outgrowth of our socio-economic order, it is somehow so ideologically well-insulated that almost nobody can bring themselves to mention, let alone analyze, it.
As TCT has long argued, big business marketing only ever grows. Hence, unless and until we create a new social movement capable of perceiving, analyzing, and countering it, market totalitarianism will also only grow.
Consider the case of AT&T, the corporation just now releasing new services that will allow corporate advertisers to achieve, in the still hugely important activity of “linear TV” what is known in the marketing trade as “attribution.”
AT&T, of course, is a venerable corporation, dating back to the early days of the Corporate Revolution, in which, under elite lobbying pressure, U.S. states began, in the late 1880s, granting investors charters stripped of prior “grant theory” limits on conglomeration and cross-ownership.
As of 2018, AT&T was #9 in the Fortune 500, and also, according to Wikipedia, “the world’s largest media and entertainment company in terms of revenue.”
In that capacity, the bigger-than-ever behemoth is now promulgating Xandr, the private-sector espionage operation that will “provide a premium option for advertisers and publishers looking to reach specific audiences at scale in premium and brand-safe environments”: attribution.
Attribution is the ability to know, rather than merely guess, how individuals respond to advertising delivered via conventional television broadcasts. It is the computerized tracking of specific individuals’ real-world behaviors. With such capability, big business marketers gain ground on two major fronts in “Audience Targeting”:
Segmentation Use consumer insights from various trusted and secured data sources to better connect with current, lapsed or future customers. Identify particular patterns to predict future intentions and connect those individuals with the most relevant advertising.
Identity Mobile, TV and broadband customer relationships create a holistic view of consumers and their various touchpoints. By continually cleansing and normalizing IDs across channels we maintain a high-quality data set. This process provides deterministic household and device mapping with the ability to add probabilistic scoring to expand reach.
Approaches to Social Research, by Royce A. Singleton and Bruce C. Straits, is a lovely, well-written book about what social scientists call “research methods,” i.e. the techniques for maximizing the relevance and minimizing the imprecision of the evidence against which honest social hypotheses and theories should be judged. I like the book, really.
One of the topics it covers is the “validity” of concepts and measures. In social science, a concept or measure is more valid when its “goodness of fit” to reality is higher. For concepts, the question of validity is answered by judging whether a particular definition “adequately represents all facets (the domain)” of the particular aspect of reality its purports to describe.
Quite so, and quite important. Is it childbirth or stork fly-overs we’re talking about here?
Funny, then, that Singleton and Straits, in explaining the reasons people ought to read their tome, say that “You may be a consumer of research.”
Really? How, pray tell, might I possibly consume research? Would putting Approaches to Social Research through a wood chipper do the job? Perhaps exposing it to a few bursts from a flame-thrower? Would refusing to read it at all count as a form of its destruction, which is, after all, what “consumption” has to mean in any sane universe?
What S & S mean to say, of course, is that, if you pay any credulous attention to today’s shared non-fictional world, you are by definition going to be a USER of social research, and therefore ought to have some knowledge of the basic rules and standards for conducting, evaluating, and reporting such research.
So, despite its inarguable and flagrant violation of one of the bedrock rules of social science, the “consumer” vocabulary is now so triumphant, so breezily familiar, that it sails right past even major experts on the importance of holding to robust, unbiased definitions.
Would that we could consume this confounding reality…
As reported by none other than Michael Wolff, Mark Zuckerberg long ago admitted that, when all the cover stories are dropped, Facebook is a corporate marketing tool.
“Our business is advertising,” said Mark Zuckerberg who, although he was the penultimate speaker at the eG8 conference in a stultifying hot hall, managed to fill the room.
“This trend of people being empowered to share things that they want will be the trend for the next five or ten years. . . .” Zuckerberg probably means to share what they want to share. But it may just mean to share desires in general—impulses, hankerings, things. “If you think about advertising, what’s going to be more effective than any advertising you show is something your friend says they like,” says Zuckerberg.
As TCT has always contended, totalitarian spying is part and parcel of corporate capitalism, which literally requires its constant expansion and refinement.
Not that this kind of boilerplate-but-unmentionable social fact ever quite sinks in. Even the reporter of the above survey of what Facebook does on behalf of its other corporate clients concludes that we “did it ourselves.”