No matter how invasive the technologies at their disposal, marketers and pollsters never come to terms with the living process through which people choose products or candidates; they are looking at what people just bought or thought, and making calculations based on that after-the-fact data.
Interpretation
Marketers often rely on past behavior to predict future choices, but this approach misses the complexity of how people make decisions.
In this quote, Douglas Rushkoff points out the limitations of marketers and pollsters who depend on outdated data to understand consumer behavior. By merely analyzing past purchases or opinions, they fail to grasp the dynamic and evolving nature of human decision-making, which is influenced by a multitude of factors beyond their immediate observations.
In practice
In a marketing presentation on how to adjust strategies based on consumer behavior.
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.
We say that the world's magnificence has been enriched by a new beauty: the beauty of speed. Time and Space died yesterday. We already live in the absolute, because we have created eternal, omnipresent speed.
People have long feared that mechanization might cause mass unemployment. This never happened because, as old professions became obsolete, new professions evolved, and there was always something humans could do better than machines. Yet this is not a law of nature, and nothing guarantees it will continue to be like that in the future.
From the late 1940s, into and through the '50s, there developed a complex interaction between federal government, state and local government, real-estate interests, commercial interests and court decisions, which had the effect of undermining the mass transit system across the country.
First we thought the PC was a calculator. Then we found out how to turn numbers into letters with ASCII — and we thought it was a typewriter. Then we discovered graphics, and we thought it was a television. With the World Wide Web, we've realized it's a brochure.
When I took office, only high energy physicists had ever heard of what is called the Worldwide Web... Now even my cat has its own page.
All countries will eventually need to rebuild their growth models around digital technologies and the human capital that supports their deployment and expansion.
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