Douglas Rushkoff
Douglas Rushkoff
Douglas Rushkoffis an American media theorist, writer, columnist, lecturer, graphic novelist, and documentarian. He is best known for his association with the early cyberpunk culture, and his advocacy of open source solutions to social problems...
NationalityAmerican
ProfessionJournalist
Date of Birth18 February 1961
CountryUnited States of America
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Marketers use big data profiling to predict who is about to get pregnant, who is likely to buy a new car, and who is about to change sexual orientations. That's how they know what ads to send to whom. The NSA, meanwhile, wants to know who is likely to commit an act of terrorism - and for this, they need us.
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Whether it's watching a $4,000 laptop fall off the conveyor belt at airport security, contending with a software conflict that corrupted your file management system, or begging your family to stop opening those virus-carrying 'greeting cards' attached to emails, all computer owners are highly leveraged and highly vulnerable technology investors.
If the end of the twentieth century can be characterized by futurism, the twenty-first can be defined by presentism.
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Mobile notifications put people in a state of perpetual emergency interruption - similar to what 911 operators and air traffic controllers experienced back in the '70s and '80s.
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Napster is a consumer revolt. Napster is about my right to have this music and to share if I've paid for it. You know, so we start to see our decisions, our opportunities, our every choice is a consumer choice.
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Our eyeball hours are scarce, indeed. That's why Google wants us to do as much as possible online, in range of their ads, and is willing to spend billions creating more reasons and ways for us to do so.
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Not only have computers changed the way we think, they've also discovered what makes humans think - or think we're thinking. At least enough to predict and even influence it.
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I think there can be a positive sort of futurism even in a presentist society. But I think it's a kind of futurism that envisions augmenting human ability and intellect rather than creating some artificial machine intelligence that displaces us.
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To buy an Apple product is to bet on the longevity of the closed system to which we've committed ourselves. And that system is embodied - through marketing as much as talent - by Steve Jobs.
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Since the 1960s, mainstream media has searched out and co-opted the most authentic things it could find in youth culture, whether that was psychedelic culture, anti-war culture, blue jeans culture. Eventually heavy metal culture, rap culture, electronica - they'll look for it and then market it back to kids at the mall.
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Open source is a beautiful way of collaborating; but what's happening on the free Internet is more akin to the 'crowdsourcing' of journalists and other content creators by advertisers who no longer have to pay them - only the search engines that parse their articles.