Marketers use big data profiling to predict who is about to get pregnant, who is likely to buy a new car, and who is about to change sexual orientations. That's how they know what ads to send to whom. The NSA, meanwhile, wants to know who is likely to commit an act of terrorism - and for this, they need us.
Interpretation
The quote highlights the use of data profiling in marketing and surveillance to predict human behavior and preferences.
In this quote, Douglas Rushkoff emphasizes the extent to which big data is utilized by marketers and government agencies to anticipate personal decisions and behaviors. He illustrates how sophisticated profiling techniques are employed not only to target consumers with specific advertisements but also to monitor and foresee potential threats, underscoring the ethical dilemmas surrounding privacy and consent in the age of information.
In practice
In a seminar about the ethics of data use, one could quote Rushkoff to spark debate on privacy concerns.
Like most early enthusiasts, I always thought the way the Internet encouraged multitasking made users less vulnerable to manipulation, while simultaneously exploiting even more of our brain's capacity than before. Apparently not.
The faux now of Twitter updates and things pinging at you - all the pulses from digitality that we try to keep up with because we sense that there's something going on that we need to tap into - are artifacts, or symptoms of living in this atemporal reality. And it's not any worse than living in the 'time is money' reality that we're leaving.
Treating an age group as a demographic requires coming up with something that's common to every single one of them. Right?... So it's reductionist in that it reduces an entire segment of civilization down to one person with one habit.
Brains are tricky and adaptable organs. For all the 'neuroplasticity' allowing our brains to reconfigure themselves to the biases of our computers, we are just as neuroplastic in our ability to eventually recover and adapt.
As popular culture becomes more presentist, we move away from entertainment as the vicarious experience of a narrative - as watching someone else's story - and much more toward enacting one's own story. Moving away from myths and toward fantasy role-playing games, away from movies and toward videogames.
The first step toward maintaining autonomy in any programmed environment is to be aware that there's programming going on. It's as simple as understanding the commercials are there to help sell things. And that TV shows are there to sell commercials, and so on.
Stationary storage will be as big as the car business long term. The growth rate will probably be several times what it is for the car business.
We want to build technology that everybody loves using, and that affects everyone. We want to create beautiful, intuitive services and technologies that are so incredibly useful that people use them twice a day. Like they use a toothbrush. There aren't that many things people use twice a day.
The idea that Bill Gates (one of the founders of Microsoft) has appeared like a knight in shining armour to lead all customers out of a mire of technological chaos neatly ignores the fact that it was he, by peddling second rate technology, led them into it in the first place...
For many oppositional movements, the Internet, while providing the opportunity to distribute information more quickly and cheaper, may have actually made their struggle more difficult in the long run.
You know, I'm a big believer in touch and digital reading, but I still think that some mixture of voice, the pen and a real keyboard - in other words a netbook - will be the mainstream on that.
Now anybody can make music at home, and you can hear music on any computer without having to buy it. Everything is apparently better with all the machines we have now, but at the same time, the quality of life is not improving.
Subscribe for the occasional hand-picked quote. No noise.