An ad contains explicit attempt at lure and implicit reaffirmation of inertia: ‘Your role is to be down there (to consume), and ours is to be here (to decide)’. This is hammered down on human brains ubiquitously by the mind manipulation specialists of society (ad business, PR, mass media and other propaganda tools of the establishment).
The ad is a variable statement on how apparent set-up of the society of the given moment is to be. The statement’s content (lure) reveals the code of validation by status quo, while its mere presence (reaffirming inertia) being the validation of status quo.
Social media offers a sophistication of disguise of the latter presence by transforming the lure. Vast possibilities to create experiences in what ad now becomes ad world, a disneyland for mostly young unsuspecting preys, by which the status quo is validated and reinforced so safely like never before, are the manipulators’ tool to reap rich sales environments (whether to sell any agenda, you or a product) out of rich internet applications by concocting narratives of ‘acts of individuality’ defined by adaptation to commercial objectives of the ‘individual’s rejection of validation by status quo’.
The mind manipulators hence hailed online-digital revolution with hijacked premises such as empowerment and self-determination; these two were the headliners of the show, suggestive of individuals making (ad) statements as they please and having the chance to customize the contents of the statement, respectively. They created safely contained and encircled worlds in which statement-making was democratized and rendered reproducible, status quo offering everyone to get a brief taste of steering the ship.
The new statement-making species of consumer is declared the brave new individual against status quo, if you listen to these fastest in-house producer-propagators of BS buzz-remarks like ‘demanding consumer who knows exactly what he wants’..or ‘the user wants this’..whereas for any sane human it is evident that not the user, but the future in the mind of the mind specialist wants things to be that way and imposes upon ‘the exploitable’ a full pack of illusions of being able to express their real self if they own or become what the mind specialist wants them to, in the way he wants them to do so. Not in a forcible way, but through the ad’s much more efficient and durable world of consent — the lure.
Here every consumer would be the new master of his crowd, the decision-maker, the trendsetter, for a moment, hour, day..who was to exemplify what the crowd should (or he himself preferred to) consume. Manufactured retreats, ‘exclusive’ sanctuaries were virtually built for the consumer to make him feel at home and among friends, and to closely monitor him to get to know his nature-character. Penetration and capture of a person’s life down to his bowels were needed to replace his individuality with a seasoned statement-maker. The collage of validation codes of millions (a.k.a. ‘styles’) co-existed in infinitely disseminable images, personas, likes, unlikes, statuses, hashtags.
These were added as needed by the experience, the pillar of the new immersion kingdom. Shops, showrooms, websites, even streets and buildings were being turned into ‘experiences’, the magic gold rush word of informational capitalism. Even the very home of an individual (the limitlessly surveillable ‘smart’ home for the hyper-individual of the future..sure nobody mentioned this ‘ultimately synchronized comfort experience’ as such..nor what the whole technology entailed, or what good ‘ubiquitous’ connectivity as dictated paradigm was meant to be for the man). All was democratically open to spontaneous and mobile consumers who were trusted to never imagine asking disturbing questions. Experience replaces the real. Commercial entities jump in to replace a company’s public perception with a company as experience. Contrary to being publicized in the real picture that might likely bring exposure to criticism and protest, the experience is only to come in and enjoy. A good consumer knows not to spoil the party, and an ideal one learns to fall in love with that lifestyle bottle of table water. Apolitical state of the digital generation, as they are often referred to be in, can be based in having encountered their environment not as they in fact are, but through a flood of experiences. i.e. the hipster is a very royal and loyal breed in this regard.
Tickling of egos by mind men is dubbed as engaging in conversation. We all know that egoism is a deviation from one’s socialized individuality. Concealed in the abuse of one’s individuality by replacing it with relentlessly contrived egoism -portrayed as the culprits’ own profiteering versions of individualism- is that the individual as such is at best disempowered, a validator which the status quo loved to have do his work on an enormously magnified scale; an indefinite number of times every second.
Such validation statements are not a conversation, but ego satisfaction, which may become a personality problem with failed timely grip or the lack of a healthy process of socialization that stills the ego (‘With respect to the developing individual, a movement takes place from egocentricity to sociality during the process of growing up’ — Egotism). Status quo has always risen on the shoulders of egos yearning to cry out. Every communication taking place on this basis is a validation of its existing set of relations. Thus disguised is the perpetuation of the validation of status quo, by virtual production and self-validation of brave new consumers (In 21st century, romantic egotism has been seen as feeding into techno-capitalism in two complementary ways: on the one hand, through the self-centred consumer, focused on their own self-fashioning through brand ‘identity’; on the other through the equally egotistical voices of ‘authentic’ protest, as they rage against the machine, only to produce new commodity forms that serve to fuel the system for further consumption.. — Egotism)
The individuality of man is not defined by material associations, and cannot be qualified or disqualified by making statements about them. It feels even ridiculous to write down like this, and as an insult to all the humanities, literature and art mankind has ever created with their natural diversity of treasures hidden in every man. The human mind cannot be manipulated into being a barren, homogeneous desert where only billboard ads are to be seen. Yet the problem is that the targets of manipulators are and have always been the most susceptible: the youth. Taking advantage in every way possible of their irresistible desire to abolish, to demolish the status quo. ‘Get them young!’ is in the foundation of ad business.
Theoretical obstacles like citizen rights are already overcome in this enterprise, through built-in full breach capacity of the design beyond anyone’s sight or knowledge. As long as people allow themselves to be mediated-between, within societal front-ends the inner workings of which they are not familiar with, designers of these will enjoy next to infinite freedom to manipulate them and their relations. Next to infinite, because the most ‘perfect’ system requires, thankfully, a human being (like Mr. Snowden) to run it at some point. So far.
Ask them what the purpose of all this experience is..you hear ‘man, what do you think? to be able to offer better suited products to every person, of course!’
No. To be thereby able to control. Because consumer is controllable. A free informed citizen is not. Because a man owning his human treasures won’t stay silent and motionless to the misery of his fellow man. But a barren man stands in apathy. Whole purpose of the statement-maker is to create the ultimate good consumer who will never be a trouble for the system, unlike a citizen is.
And once you need to deal with noone but the consumer you can control, it is a matter of consolidation of power to control what he is supposed to consume. Informational capitalism offers both; control people, control resources.
The true empowerment and liberating quality of internet is known and enjoyed by millions of people, and it is something totally different from what informational capitalism foresees. People need to break free, and, that is only possible by becoming and acting as real individuals in real contact with their surrounding. This may sound obvious, yet its opposite is what is massively propagated in whatever worlds set up for the vulnerable, young and old, who are ‘readily available’.