The Persuaders

Each year, legions of ad people, copywriters, market researchers, pollsters, consultants, and even linguists spend billions of dollars and millions of hours trying to determine how to persuade consumers what to buy, whom to trust, and what to think. Increasingly, these techniques are migrating to the high-stakes arena of politics, shaping policy and influencing how Americans choose their leaders. In The Persuaders, renowned media scholar Douglas Rushkoff explores how the cultures of marketing and advertising have come to influence not only what we buy, but also how we view ourselves and the world around us. The Persuaders draws on a range of experts and observers of the advertising and marketing world, to examine how, in the words of one on-camera commentator, “the principal of democracy yields to the practice of demography,” as highly customised messages are targeted to individuals using technology and fine-tuned social engineering techniques.