In the excerpt from Douglas Rushkoff’s book, Coercion, he voices his concerns with regards to marketing techniques which implicitly control our thoughts and actions as consumers without us actually realizing it. He points out how such techniques can influence us into making purchases when we ourselves actually have no intentions of doing so; and how unnerving it is. His observation of coercion in shopping centres falls into agreement with what Mill considers to be the infringement of freedom to a certain extent. Mill’s principle states:
“[T]he only purpose for which power can be rightfully exercised over any member of a civilised community, against his will, is to prevent harm to others.”(“On Liberty” lecture notes, Chap 1, pg 9),
which I take to mean that only when depriving or controlling the freedom of the individual helps to protect the interests of the society can it be legitimate in its use; otherwise, it would be considered as an infringement of freedom. It also follows that the protection of personal interests is not considered a valid reason for those seeking to curtail the individual’s liberty.
In that sense, the marketing strategies used by shopping centres do really seem to infringe on their shoppers’ freedom as suggested by Rushkoff. Quite often, when we are shopping, we find that we have the subconscious urge to buy things from shops, although we may very well have no intentions whatsoever to do so prior to entering the shopping premises. The reasons for this ‘phenomenon’ are these marketing gimmicks: brightly-coloured shops with lively, youthful themes, publicity events which involve famous celebrities and offers of free gifts with purchases above a certain sum of money. Such gimmicks psychologically influence shoppers’ natural curiosity to find out what the events and promotions are about, thus indirectly forcing them to consider patronizing the shops and eventually making purchases; and all these are done for the sole purpose of fulfilling these businessmen’s interests to ‘fatten’ their own paychecks. Therefore, because of the personal motives behind their coercive nature, such marketing techniques would be forbidden by the terms of Mill’s principle.
On the other hand, however, Mill’s principle of liberty can also be used to explain why the same design elements that Rushkoff mentions should not be forbidden. I can interpret it from another angle: that so long as the influence exerted over others do not cause them to do things against their will, like in this case of using marketing techniques to promote consumerism, it need not be forbidden. By making someone act against his will, I would take it to mean that the person is made to do something when he has clearly indicated that he is not willing to do so. An example of such coercive acts is magazine companies which continue to send copies of their magazines and promotional pamphlets to ex-subscribers, despite that they have ceased to renew their subscriptions – which would naturally mean that they do not want to receive any of their services anymore.
In contrast, I feel that there is no reason why all the other marketing tactics without a coercive nature to them should be forbidden. All they do is to persuade and influence consumers into buying things; they do not force them into making purchases. Consumers are not subjected to any negative consequences at all if they merely just window-shop at shopping centres and do not buy anything at the end of the day. In fact, even if the shoppers really do get influenced by these marketing techniques and make purchases as a result, they are not negatively affected by it despite the fact that their wallets do become lighter after their purchases. It is not as if the things that they are influenced to buy would come to no use at all. Even if the item is a white-coloured elephant statue which costs an obscene sum of money to purchase, it would nonetheless still bring about product satisfaction to its owner who appreciates its aesthetic and artistic value. So in that sense the marketing techniques which influenced the purchase of the elephant statue is not that bad after all.
In view of the above arguments, I would conclude that Mill’s principle does not commit him to forbidding marketing techniques – namely those which do not compromise consumers’ rights and interests when making purchases. No matter how aggressive these marketing techniques are – be it advertising through the media or using gimmicks such as clearance sales of goods which never seem to really clear, the shopper himself would still have the final say as to whether he wants to make any purchases of goods at all. It all boils down to his ability to understand that the gimmicks are just out to tempt him into buying the goods and ultimately, being able to make a rational decision whether to buy or not. If he is convinced that he does not need what are being offered to him, and truly has no intentions to make any purchases, then no amount of marketing techniques would even slightly entice him into buying anything.
Besides, it would not be reasonable if we were to restrict the commercial marketing methods used today. After all, we are in the era in which competition is encouraged so as to promote creativity and innovation; it would not make any sense if businesses were made to stick to old marketing tactics which do not unjustly manipulate consumers’ thoughts and actions. Even if there are new tactics developed to do so, it is practically impossible for governments to impose laws to prevent them from happening. The problem is simply too ambiguous for any clear-cut decisions to be made, for instance, like where to draw the line between aggressive influence and aggressive coercion. This would still give businessmen leeway to think of methods of getting round the restrictions.
This principle follows for any action, regarding any matter. What sets “acceptable forms of attempted persuasion” and “unacceptable forms of attempted coercion” apart is the compromise of the individual’s rights and interests, which are reflected in the decisions that an individual makes. An action would be deemed to have a coercive nature if it infringes on the rights and interests of people, regardless of their numbers. However, I do admit that the criterion that I have stated cannot be applied to matters of government and society, as such matters usually involve very large numbers of people. For any decisions made in this regard, there would always be the case of the minority having to compromise their interests to suit the decision made by the majority which is the one accepted by the government and society. I feel that this is inevitable in any society as it is fundamentally impossible to satisfy everyone’s demands and needs. However, I am not saying that the minorities in all cases should thus be neglected. Provisions can be made by the government to ensure that the needs of the minorities are well-taken care of as well.
As a conclusion, I would like to comment on the feasibility of Mill’s principle with regards to our liberty. In the above-mentioned quote from Mill’s On Liberty, the condition to “prevent harm to others” in allowing control to be exerted over others is a grey area which still needs further refinement. In the case of recipients of marketing and advertising techniques, harm would mean the unfair use of tactics which aims to mislead the consumers and consumers’ satisfaction is not achieved. Misleading consumers is essentially different from persuading them, where correct information is offered to them instead of hiding it from them. An example of such a ‘harmful’ tactic would be the use of fine prints on advertisements, especially on reading materials like newspapers and pamphlets. Often, people pay attention to the words which are printed in big, prominent fonts on advertisements. Thus, when these advertisements list important information in fine prints at the bottom, people would tend to leave out what they should have paid most attention to. As a result they make wrong judgments and end up buying things that they do not want or need. Or even worse still, they sign contracts after which, when they discover exactly what the contracts entail, they find themselves trapped within the boundaries of these fraudulent contracts they had committed themselves to.
I dont know why i ever even thought of taking Literature. Dammit. Now im suffering hell coz i dont know how am i going to write my fucked-up Lit essay. Not that i didnt have the choice of topics; i simply cannot go through 5 Lit books in the span of 2 weeks each, what with all the other readings i have to do. Im so angry at myself sometimes for being unable to withstand difficulties. I ramble and complain and grumble non-stop for bad things that happen to me as result of my own procrastination and lack of determination. Darned. I think im better off dead. I don't see any good side of me anyway. Haha...im 'syndrome'-ing.
Been struggling with my second Philo term paper since 11pm yesterday (took a 5hr break in between though:p). Then decided to post both the papers i've done here...coz i cant help but feel great sense of achievement when i manage to churn out intelligent-looking pieces of work:p (the 2nd will be posted here when it's done! - 3 paras to go.)
Damned, damned stressed. I have 2 essays due on Friday, and from guess what - they're both from the subjects i dread - Philo and Lit. Die die die. Suddenly i find myself pro-Descartes. I believe that this is all just a dream. A bad, horrible shit nightmare in fact. I would wake up in the morning to happily find that i've no assignments to do afterall.
Saturday 8 October 2005
Jiahui jioed us out to watch Corpse Bride last Sat. But nay...timing wrong, so we bought tickets for 40 yr old virgin instead. Haha...a teeny-weeny bit of apprehension when he warned me abt nude scenes. Haaa......like real i'll get affected:p The movie was hilarious. i think i lost 5 inches around my waist laughing...Hmm...that leaves me with a tiny 15-inch one--- which is impossible. But anyways. Esp loved the part where the rich carpet of hair on his chest gets waxed off. Tat boleh tahan...I swear i felt his pain, boy! I dun regret watching it!
What's more Jiahui offered to pay for my cab fare home! But nah..i declined. Can't bear to have him waste his hard-earned keep on such stuff. Heehee...my mum drove me home eventually... Nagged again tho...issues with my coming home late. Bah! It never ends anw. (Oh and amongst her naggings she did kinda hint implicitly tt she wldnt havta worry if i've got a bf. Heehe...someone's worried tt her daughter would become a lesbian i think.*rolls eyes*) Sad i couldnt join them at the jazz bar. Waiting for my hols to come so i can go roam about! It'd take a 'lil crapping skills tho... Till then, mug!
I am a bum. I really am. And a hopeless one at that. I've been gambling alot again after a short 1 month "cold turkey" period. Lost lots of my chips yet again. Wonder why i kept making that one huge bet that i knew deep inside that i would lose. I even disregarded the advice of those all-too-experienced punters around me. Haiz...I guess i am overly optimistic. Im too hopeful. I read too much into my gambles. So i've decided...Im not gonna gamble anymore. Not that big huge bet i've been making. Im gonna throw away my gambling tickets and forget about this entire episode. Give up that lousy bet, girl...ferget abt thinking positively. It's not even worth thinking abt it.
My Very Own To-do List: This is the sad life that i currently have from this week onwards. Haha...i still frigging got the cheek to agree to have Sat nite out with jh shaun they all? What a gutsy mama i am! Should i be glad? "This is the story of a girl...who cried the river n drowned the whole world...why she looks so sad n lonely...oh, i absolutely love her..." When she MUGGS?
My Quotable Quotes
"I can't marry you, darling," she said.
"Why not? Do you want a younger man?"
"Yes, darling, but not one. I want seven, one right after the other."
"Oh," he said.
(John Cheever, from 'Artemis, The Honest Well Rigger' in The World of Apples, 1973)
Saturday, 1st Oct 2005
Yeah~!!! i passed my Class 3A driving test! Came as a surprise after the bad revisions i had for the past few days. Expected to fail and spend another $150 liaoz. *shrugs* Perhaps it's often better if we don't hold high expectations or have too high hopes on anything? haha...tricked my ma that i failed it...bawled over the phone right after the test. She bought it:p Called me wang ba dan even---wow my mum curses too! Haha...she even brought me to buy 4D after tt! My first time buying. Haha...not so hopeful on winning anything though..just for the fun of it i guess!
Saturday, 17th Sept 2005
Had a steamboat dinner at xw's hse...for Shaun's bday ironically. haha..xw oughta start collecting rental fees for offering her house for gatherings. Had helluva great time manx. haha...hs got the guys to pose for pics with the vege...but they ended up playing with it! Haiz...They haven't grown up still... Then our steamboat became a kangkong one when they eagerly dumped all of it in. Haha! played the ti-ti game. Everyone aimed at jh naturally...donno why. hahah! Wonder if he ever thought it's his reactions that make him so frequent the target?
Then we had the drinking game which xw intro-ed. Damned fun with it manx! Stooopid rules, stoopid actions, but lotsa saboing and therefore lotsa laughter! Got me quite sehhh tho. So nuanua...It's one of the best gatherings for all these while! Perhaps it's the reassurance that we still have the lovin' for our clique? Trust me, i've never been so in-my-element in a long while already!
Tuesday, 20th September 2005
Went to the BEP concert! Burnt a hole in my pocket..but definitely worth it coz I LOVE IT! What bullshit about the "lack of energy level" la... "Shuddup just shuddup, shuddup, shuddup just shuddup shuddup..." It was FANTASTISCH all the way! "i know that u like my style, i know that u like my style..." Fergie rawks...like totally man! Oughta pick up some shaking skills from my idol. "Whatcha gonna do with all that ass, all that ass inside ur jeans? Im 'a make make make make u scream, make u scream, make u scream!" U dont like the songs? Bah! "Nononono baby, nononono don't liiiiie..." Don't try to psycho me into thinking bad abt my idols!! "Nononono, don't phunk with my heart!" (psst...my mum doesnt know i went for it though.shhhh...)
Thursday, 22nd Sept 2005
Social visits at the New HOrizon Ctr and the Tampines FSC today. The former is a ctr for the elderly with dementia or Alzheimer's Disease. The visit got me pretty reflective and also, fearful of my own aging in future...and for my parents' on that note. Make me even more determined abt taking care of my own folks when they grow old. I wldn't want them to feel neglected at any time when they need me the most. This long trip to Bt. Batok may be tiring, but i dont regret it coz i learnt a great deal. Probably wont ever forget this.
Saturday, 24th Sept 2005
Celebrated xw's bday today at Ooster's. As of usual, while the food was good, with a little booze this time, there's still these weird awkward silences at certain points. haha but heck, i guess! Seeing their faces makes me happy enough already. I really dig their company manx. Went on a walk after that...and a LONG one at that! Walked from Raffles Place to CLarke Quay! But somehow i didnt feel tired la...just a little warm tho. Wonder how jh n shaun tahan the heat in their 2-piece tops. Ooh ya...i crapped alot, as usual too. Haha! But it doesnt help when the guys are as crappy as i am! Even zw seems abnormally chatty today. haha...army must have made these ppl realise that crapping is essential. Happy Birthday (in advance), babe!
Wednesday, 28th Sept 2005
Holy shit! Today has got to be the most malu-ating day in my short life in NUS! Had German Semester test and halfway through i was hungry! My naughty tummy started growling discreetly..to which i naturally tried to bloat it by drinking water. But hell am i wrong!(as i found out from my Bra-ders later) I didnt know drinking water wld make it growl EVEN LOUDER! Damned...so subsequently the whole class knew i was hungry. It didnt help with Dennis n Yaremy grinning and giggling beside me la! Freaking malu manx!
Thurday, 29th Sept 2005
Wahhhh...just as i thought things cldnt get any malu-er, i attended the wrong SW tutorial today! I knew smthg was wrong when i went in and found Dr Lee instead of Mrs Ann Wee...but i thought perhaps he was just taking over her for the week! Not finding any familiar faces added to my fears, but i was apparently 'confident' enuf to still march right in and plop myself down. haha..but boy, was i so dead wrong. I knew that school would start on the odd week when we returned on Fri, but i didnt know it wld still be odd week for the following Mon to Thurs! Confirmed my suspicions after i called Ling. Damned damned damned paiseh manx... i couldnt wait to quickly get my ass out of the tutorial class. It didnt help tt the tutor said so ever loudly, "Ur class is next week? Ok u come back next week then." Gosh it's hell on earth. Bury me underground man, go ahead.