This is my first installment of a series regarding how marketing pervades our lives in ways most do not realize and what the negative effects are. Be sure to subscribe to know when a new installment drops.
I continuously see Americans claiming to think for themselves while their words, opinions, attitudes and behaviors tell a far different story. This is no surprise. We live in a society that is ruled far more by marketing (advertising) than most Americans ever grasp. That’s because they fail to understand the very nature of marketing at it’s very core.
If you study marketing, what you find is that the core structure of marketing lies in a distorted study of psychology with the express intent of manipulation. In other words, it’s brainwashing on a massive scale.
If you look at a syllabus or course description of college marketing programs, you find references such as “customer engagement”, “consumer behavior and analysis”, “expanding value” (in other words, exaggerating claims) and so forth. You may have already heard such things as “creating a market”, “identifying a need”. What these things come down to means convincing people they need something they did not need last week.
Yet even that does not go far enough to explain how people are manipulated. One must understand that corporate news and political campaigns are forms of marketing. I’ve said before and say again, follow the money. Look at who is paying for advertising on a network. Look at who is donating money to campaigns.
Marketing is most frequently based on emotion. The emotion used most frequently is fear. Fear of social isolation. Is your breath fresh enough? Is your shirt white enough? Is your cologne as good as the next guy? Does your bra lift enough? (Look at old bra commercials, claiming to lift and separate and compare to push-up bras today.) Fear of pain. New insoles? How much pain medication can your liver withstand? Fear of illness. Fear of depression. In other words, using emotions to make you fear your own emotions.
Political campaigns use many of the same tactics and people with the same training in marketing techniques. That’s a large part of what campaign managers do. Identify “needs” of voters. Identify or manipulate fears to exploit.
The most interesting part of this is that it takes very little effort to convince people to be afraid and immense effort to convince them their fears are unfounded. The vast majority of people are programmed to react emotionally, rather than think critically.
Know who else makes extensive use of the exact same psychological techniques? The “intelligence” agencies. The CIA, NSA and FBI are well known to use propaganda in other countries and to have used propaganda in the US itself. For some reason, Americans think that any such manipulations inside this country are things of the past. Citizens also think they are not prone to being controlled by these techniques, even as they tune in to corporate media and watch people like James Clapper being used as a source of information on major networks. Even as “intelligence” agency veterans run for public office.
There are no Jedi mind tricks at play here. People are actually easy to understand, easy to manipulate. Most people want some authority figure telling them what to do, what to think. More “likes” means something is valid. Bigger is better. More viewers means higher quality. Join the crowd, march in line, buy the most popular items, watch the latest blockbuster on opening weekend, vote for the popular candidate but keep telling yourself how you’re different from all the rest.
Even here on what is supposedly independent media I see articles from major media sources with the highest views, likes and comments. Nothing about those articles are any different from what is published on the core websites of those corporate sources. So, why are readers even bothering to be on independent media sites if all they are going to do is follow corporate media?
Does it make any sense? Or have they just programmed themselves by their own choice?