As
advertising becomes more advanced and consumers become less in
control, the market is increasingly powered by the sellers. Not only
does the capitalist system regarding the free hand of the market
become obsolete, our pride in responsible, individualistic
consumerist ideas become moot as well. If the only products offered
are those tailored particularly to us, with no regard for privacy and
only an agenda for furthering the status quo, consumers may have less
access to choices for even the smallest most insignificant products.
As we know less about the market, those in power are able to dictate
which products are most suited for us and how/when/where we are
exposed to their advertising.
Our ignorance extends beyond consumer reporting to the most basic right to privacy. This type of invasive marketing technique sets a precedent for furthering technologies and how they interact with daily lives. Studies have shown that most Americans object to tailored advertising because of the ways marketers get the information. Although ad execs insist that citizens will enjoy the convenience reaped from this practice, privacy advocates insist it is wrong to track and label them in ways they don't realize, or even understand. <1> These practices are already in use, though, which shows how quickly education and reasonable legislation is needed to protect consumers.
However,
people often vocalize their opinions in one way, but practice the
opposite in real life situations. I may disagree with Vogue magazine
hiring and exploiting 14-yr-old girls in the pages of their magazine,
but I still wish to emulate their fashion and hold myself to those
beauty standards. With the technology moving more quickly than any
beauracratic legislation could ever hope to, citizens are caught in a
dangerous fight between privacy and consumerism.
Even
as advertising executives and audiences are informed about the
incompatability between ideals in the media and real-life, “media
literacy” is often confined to those actively seeking it out, or
professionals in the field. Until everyone is exposed to this sort of
education, there will only be slight repercussions against companies
that use ill-gotten or ill-kept information, or companies that
obejctify women and reinforce stereotypes which contribute to
inequalities in our society. <2>
<1> Joseph
Turrow, et al. “Americans Reject Tailored Advertising and Three
Activites That Enable It.” (2009). http://ssrn.com/abstract=1478214
<2> Mark
Adkins, et al. "A Test Of Media Literacy Effects And Sexual
Objectification In Advertising." Journal
of Current Issues and Research In Adertising (CTC Press) 29.1
(2007): 81-92. Business
Source Premier. Web.
26 Sept. 2012.
Marketers know that the majority of consumption is done over the internet. When you said "citizens are caught in a dangerous fight between privacy and consumerism", you hit the nail right on the head. Yes, many people have issues concerning their online privacy, but the business conducted over the internet more than outweighs any privacy concern, giving marketers the power to be able to be reserved about their intentions and use of others information. This could be a reason why consumers feel they have no power over their own privacy.
ReplyDeleteCookies and targeted advertising are not the biggest issues we face as consumers, ignorance is. I believe you illustrated that point very well by pointing out that “our ignorance extends beyond consumer reporting to the most basic right to privacy.” People need to seek out information and get informed. If they spend hours upon hours surfing the net they ought to, at the least, spend some of that time researching their privacy rights.
ReplyDelete