We will first study the fundamentals of persuasion, influence, psychology and coercion, and then look at how they have been adapted for use in interactive contexts. I'm particularly interested in looking at the relative media capabilities of people and their would-be "controllers," and to determine whether the "masses" ever seize the true potential of the technologies being offered them.
We will study a broad range of applications, from simple marketing to political campaigns, activism, and satire - and we will discuss the ethics of using these techniques for different purposes. We will look at the propagandistic use of technology and futurism by both governments and corporations in their effort to "create" future scenarios favorable to their interests.
Readings will include Coercion and Media Virus by Rushkoff, as well as writings by Adorno, Richard Barbrook, Edward Bernays, Norbert Weiner, Walter Benjamin, MoveOn, RtMark, and etoy, We will also watch Rushkoff's documentaries, Merchants of Cool and The Persuaders, as well as Adam Curtis film Century of the Self.
Although students with all ranges of interests are welcome to take the course, be forewarned: the seminar will be structured to allow for a highly critical analysis of the role that marketing and influence techniques have played in both online and offline society. (You may not be able to go back to your job at the advertising agency after this.)
Required Books:
Rushkoff, Douglas. Coercion: Why We Listen to What "They" Say. 1-57322-829
Rushkoff, Douglas Media Virus. 0-345-39774-6
Recommended Books:
Metzger, Richard. Book of Lies. 0-9713942-7x
Howard, Martin. We Know What You Want. 1-932857-05-2
Postman, Neil. Technopoly. 0679745408
Barbrook, Richard. Imaginary Futures. 0745326609
Weiner, The Human Use of Human Beings (try to find an old one. otherwise: 0306803208
Bernays, Edward. Propaganda. (intro by Miller) 0-9703125-9-8
Reading assignments may change at any time based on direction that students bring the discussion. Good questions may yield additional reading on an individual or group basis.
DO:
1. Weekly reading or viewing assignments.
2. Online discussions. You begin topics each week when you're ready. Use the discussion topics in the syllabus, or come up with your own.
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