Or perhaps I should say–learn to appreciate being mediated. That’s the position of Thomas De Zengotita in his new book, Mediated: The Hidden Effects of Media on People, Places, and Things. Since I’m a database marketer, I believe in using personalized communications and reminding your target audience that you know them and remember what they want. But isn’t that artificial? And pretentious? And haven’t all the consumers out there caught on by now?

Link: Salon.com Books | "Me" culture by James Westcott

The core original thought in the book is this idea of representations being inherently flattering. Everyone knows that ads seek to flatter you, but as far as I know, no one has noted the significance of just being addressed, period. I mean this in the sense that an evolutionary psychologist might think of it: You’re wired to respond when someone addresses you. Someone says hello, makes a token gesture, acknowledges your existence, and you respond. In this mediated environment, you’re incessantly addressed in flattering ways just by virtue of the fact that you are surrounded by these representations. But it’s in the nature of flattery to fail to satisfy you.

Personalization has been abused by marketers looking to get rick quick by pretending to care. Personal information has been hijacked and used to exploit and rob people. So now as marketers we have to continue to use the same tools to try and convince people that we sincerely want to assist them. No easy answers.