For last two years, I have been writing about this in this blog in different posts. The web has changed the world permanently and irrevocably. A large chunk of world population literally live inside the web. New generations will never know what it used to mean to live in analogue not-always-connected world. Thanks to myriad digital contraptions that you carry all the time, your location trail is available to anyone who is interested. New tools are continuously being developed that enhance the depth and breadth of the information trail that you leave behind in the web. But you already know that! You buy more powerful, more sophisticated smartphones, tablets which provide you faster apps to post your photos and videos, chat with your friends, 'like' posts and comment on the posts in real time while on move. They make your web-presence lot more richer, more lively. You want people to know and feel the length and breadth of your persona. At both conscious and unconscious level, web is your new sense organ, it breaks the local limits of your sense experiences and makes you expressions available across the web for others to notice.. Noticed, they definitely are but probably not the way you thought. We all like to believe that each of us has his/her own unique persona with his/her own evolved way that arms him/her to deal with reality in a manner that is different from other. So, even though we know that advertisers and product marketeers are targeting us to sell their stuff, we think that we know how to manage them, how not to let them intrude into our emotional space, how not to let them influence our decision making..But do we?
There are experiments made and being made that try to find out how far your emotional irrationality is unpredictable. And do not be alarmed. Most of the researches overwhelmingly conclude that your emotions are predictable, however irrational they are! You panic when situations are presented that unsettle you, like everyone does; You feel vulnerable when you face unfavourable situations, like others do irrespective of where you live or which language you speak. You react, when you feel violated, belittled, like others do. You believe however ludicrous the content appears to be, when the same content is fed continuously to you through all your trusted information channels.
Now to be able to reliably guess your emotional state, one needs histories of situations and your reactions to them. I am sure you would agree that those who you consider closest to you, are closest because you think they understand you i.e. they know your emotional topography; what you like, what your soft spots are, how you react in a given scenario. And they sure do, otherwise, why would you confide them in? Why would you reach out to them when you are disturbed, when you feel emotionally vulnerable? And they know you because you have let them know the trail of emotions and situation that you have gone through. In the new scheme of things, more you lose physical human touch, more you lay bare your emotions in the social portals, in your chats. And with the power, sophistication and reach of the analytics engines that present marketing world has at its disposal, those emotional signatures of yours are computable and usable in real time. After a heated argument with your spouse, when you are feeling particularly low and probably are looking for bear to cool you off, you are likely to welcome a pop-up ad that tells you about a new waterhole at just 1 km distance. Or if a sudden change of events at the stock market has made you feel particularly shaken financially, and you have a payment date nearby, how would you react to a call from bank offering some mortgage offer specifically customized for you? These, you probably would think benign. But how would you react when you learn that your kids are also being subjected to this type of massive, focused advertising manipulations? And they will not be limited only to product marketing, these tools can and will be used for mass opinion engineering. The Extreme the views are, the more pitched and intense would be the manipulation. Who draws the ethical boundary? Who monitors whether that boundary is being respected?
Welcome to the world of new age marketing manipulation! You just cannot run away from this new reality of personalized advertizing and campaigning. Typically, a country would have legal framework to protect its citizen from this type of manipulative assaults but in this case, technology developed faster than the laws governing the advertising Industry. Which means you have no laws to protect yourself or your kids from advertisers to use your online /on-device data in order to present you their product/solution when you cannot refuse. There is no law to stop the advertisers/online campaigners use your personal data to get the result that they want. I saw a recent study report, by M. Ryan Calo from Washington University, that highlights the incompleteness/inadequacies of existing consumer protection laws.
He observes, "Today’s firms fastidiously study consumers and, increasingly, personalize every aspect of their experience. They can also reach consumers anytime and anywhere, rather than waiting for the consumer to approach the marketplace. These and related trends mean that firms can not only take advantage of a general understanding of cognitive limitations, but can uncover and even trigger consumer frailty at an individual level.
A new theory of digital market manipulation reveals the limits of consumer protection law and exposes concrete economic and privacy harms that regulators will be hard-pressed to ignore."
I definitely would urge everyone to read his report which is available at http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2309703. But more importantly, we should actively participate in public discussions so that fast erosion of private space be arrested now with strengthened legal definition of digital market/campaign manipulation.
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