Meredith Johnson
J201: Section 304
Jiun-Yi Tsai
October 21, 2013
Research Report on Douglas Rushkoff
In a society
where media is almost entirely funded by advertising, industries are fighting
for the ears and eyes of audiences, and even more for their dollars. Although
today’s generation of media consumers is essentially aware of advertisers’
intentions to manipulate their purchases, advertisers still manage to stay one
step ahead. In Coercion, Douglas
Rushkoff analyzes this capitalistic environment built on the persuasion of
audiences. He deconstructs a world where advertisers prey on the psychology of
humans in order to gather what will make people buy their product. This book
helps readers understand just how vulnerable they are to the power of marketing
corporations. Rushkoff, an award-winning and well-respected expert on media
with experience in many different fields, is a reliable source of information
for today’s media society.
Douglas
Rushkoff has an extremely comprehensive background in the field of media
studies. After graduating from Princeton University, he went on to gain MFAs
from the California Institute of the Arts as well as the American Film
Institute. He has a PhD in New Media and Digital Culture from Utrecht
University. The Media Ecology Association awarded their first Neil Postman
award for Career Achievement in Public Intellectual Activity to Rushkoff, but
this is just one award among many. Rushkoff is the author of fifteen books, and
he has written and hosted three PBS Frontline documentaries concerning
viewpoints on culture, marketing, consumer resistance, and the virtual
world—all award-winning productions. He has taught for schools such as New York
University and The New School University, and he’s contributed to publications
such as the New York Times and Time Magazine. Rushkoff frequently consults
significant institutions on ethics and media, and he has served on many media
advisory boards, as well as boards of media companies and non-profit
organizations. With regular appearances on television shows such as Larry King,
the Colbert Report, Bill Maher, and NBC Nightly News, Douglas Rushkoff is a
trusted voice in media society. Among his other responsibilities are media and
technology commentator for CNN, digital literacy advocate for Codecademy, and
worldwide lecturer and teacher of media, technology, culture, and economics.
In this
world of influential media, Rushkoff believes that we each have certain
authorities that we permit to manipulate our lives and direct our futures. We
listen to what they tell us and rely on them to make decisions for us. We
simply assume these authorities have our best interests in mind, but in Coercion, it’s revealed that not
everyone does. These influences, specifically marketing and media executives,
are always trying to find new and improved ways to manipulate our decisions.
Rushkoff explains how just when we think we understand their motives, they move
us into different and untried territory. The world of advertising is always one
stride ahead of consumers’ struggles to comprehend them. Coercion, winner of the Marshall McLuhan Award for best media book,
allows readers to understand the process by which these powerful authorities
manipulate audiences. Authors, editors, and even senators alike have applauded
Rushkoff for this book. Author Walter Kirn claims it responsible for the expose
of the “secret war being waged for the…dollars of Americans”. (Rushkoff, Coercion) Douglas Rushkoff is a
reliable and significant source for today’s media consumers hoping to stay out
of the hands of powerful, manipulative marketers.
Sources
Douglas Rushkoff, “Advertising,” in Coercion: Why we listen
to what “they” say (1999), 162-192; 30 pages.
Rushkoff, D. (n.d.). All books. Retrieved from http://www.rushkoff.com/all-books/
Rushkoff, D. (n.d.). About. Retrieved from http://www.rushkoff.com/about/
Rushkoff, D. (n.d.). Coercion. Retrieved from
http://www.rushkoff.com/coercion/ (What I am using when I cite (Rushkoff, Coercin) in the final paragraph.)
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