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Book. Coercion. By Douglas Rushkoff.


From the author:

"My book Coercion was aimed at helping consumers gain some agency in a consumer-media arms race. My book Media Virus was really a celebration of the datasphere's new complexity. I was celebrating how it was now operating more like an organism than a system of control.

Coercion took a step back, and tried to help people see how easily they transferred their autonomy to others. The idea of Coercion is that we see many institutions and people as a "they" - as an authority. When there actually is no such authority. We create "they." Without us, "they" don't exist.

As far as your us and them, there is none. There's only us. There are many human beings working in corporations who are the most programmed beings on the planet. Yes, they are doing terrible terrible stuff - but that's the reason why real thinking human beings need to go in there and help them come back into consciousness. Sometimes, it means convincing people in corporations to quit their jobs. I've done that. Sometimes it means helping a small group take over the company - take it back from those who have perverted its deeper purpose. I've done that.

Sometimes I just give up. I realize the place is too big and the people are too hardened to hear what I have to say. But those aren't the kinds of places that invite me in, to begin with. They look at my website or read my articles and very quickly understand what it is I'd be asking them to do." (