My fourth grade teacher was a novel experience for me in a lot of ways. He was my first male teacher and my first teacher to assign long-term projects. He taught a group of us to play guitar after school. As a first-year teacher assembling a classroom library from whatever he had at home that was remotely suitable for elementary students, he introduced me to several series and characters that I would otherwise not have met that early. (Thank you, Mr. Haas, for my enduring love of The Hitchhiker’s Guide to the Galaxy and Get Smart!) He helped our class write and compose two songs, and then record them in an actual studio. I presume that somewhere during that year, we covered the expected academic topics, as well, as we all seemed to be ready for fifth grade the following year.
But one of his most lasting impacts on my thought patterns was the unit we did on advertising. We looked at various strategies used for selling, including both what they looked like and why they worked. We were sent home to find examples of each and describe the components of the ads. I can’t say advertising doesn’t work on me, but I can say that I tend to notice and attempt to deconstruct its methods and goals more often than some folks I observe. That unit was what caused a flash of recognition in me for Tristan Harris’ line, “what we don’t talk about is how the handful of people working at a handful of technology companies through their choices will steer what a billion people are thinking today.” (Harris, 2017) There are plenty of methods of advertising, and the internet is not the only outlet. It’s just one of the most potent and omnipresent. With a relatively small number of individuals at the helm and making many of the decisions about what we see, how we see it, and whose viewpoints get heard, it’s still a good idea to have some idea about how our experience on the internet is curated and shaped before we even encounter it. As I investigated the question, I encountered a 2015 multi-part report from MIT Technology Review, entitled “Persuasive Technology.” It was their May/June 2015 Business Report section. In an article entitled “Technology and Persuasion,” (Byrnes, 2015,) the researcher describes methods to keep people hooked on a particular game by recognizing behaviors that might mean they are getting bored and responding to those, or how a corporate wellness provider group uses data and game designers to maintain engagement from the workforce at a higher level than previously achieved. The researcher also cited an ad firm’s use of tracking data to better choose more effective advertising for individual users. Another article entitled, “New Technologies Persuade in Old Ways,” (Anders, 2015) specifically called out some of the strategies that have been used in some form to guide people’s behavior since time long before the internet was a consideration. Anders described these strategies as: “reciprocity, likeability, authority, scarcity, consistency, and social proof.”(Anders, 2015) If you think about those for a few minutes, you will readily see them at work all around you. Most of us would rather buy from or participate with a company that we see as friendly to us and/or our causes. We like to follow people’s feeds that may respond to us and boost our profile. We readily follow other users’ or experts’ advice and reviews on products and services, and items that sell out or advertise a limited number of opportunities are catering to our need for things that we see as limited.
If you’re interested in how companies may be programming you, take a look at one of these articles, or some of the others in the edition. They all seem to be short and easily digested. What did you learn, and how will it affect your outlook or behavior moving forward?
Anders, G. (2015, March 23). New technologies persuade in old ways. MIT Technology Review, Volume 110, No. 3. Retrieved from: https://www.technologyreview.com/s/535831/new-technologies-persuade-in-old-ways/?set=535816.
Byrnes, N. (2015, March 23). Technology and persuasion. MIT Technology Review, Volume 110, No. 3. Retrieved from: https://www.technologyreview.com/s/535826/technology-and-persuasion/?set=535816.
TED. (2017, July 28). How a handful of tech companies control billions of minds every day | Tristan Harris. Retrieved from https://www.youtube.com/watch?v=C74amJRp730.