The resources required by companies to research, develop and embed subtle marketing tactics – not only financial and informational resources, but understanding and accessing the processes of cultural production – further highlights this imbalance.
So, whether it’s Facebook, Coca-Cola, Nutri-Grain or even Freddo Frog, these techniques have just become part of the broader cultural landscape, or what Chris Preston from Queen Margaret University in the UK refers to as “cultural wallpaper”.
As a consequence, we voluntarily and unintentionally submit to this messaging, and accept the new landscape as normal, common sense, and ultimately unquestioned.
So, what can we do about it? Of course, people should be responsible for their decisions. But when the balance of power is ridiculously tilted towards industry – with significant resources at their disposal to influence behaviour without us really being aware of it – arguments around personal responsibility tend to be naïve and lacking any sense of the actuality of the modern world.
Indeed, when programs are developed to provide people with even a small degree of power in the equation, such as giving consumers access to comprehensible and easy to understand information, it seems that “industry impacts” take precedence over consumer benefits and protection.
A more sensible approach should simply deal with both the reality and the evidence. Recognition from all sectors – industry, government and advocates – that these techniques are used and effective is a first step. A second step would be to consider the consequences of these marketing techniques at a whole of society level.
These “under the radar” techniques, the nature of the products involved and the broader sociocultural conditions that support marketing and its role in society present unique implications for our well-being.
A better understanding of the expressions and processes used for these marketing tactics will help advocates in the consumer (and public health) space and policy makers more effectively address marketing’s role in our culture.
Paul Harrison, PhD, is research cluster leader (Ethics and Social Engagement) at the Centre for Sustainable and Responsible Organisations, and senior lecturer and unit chair of consumer behaviour and advertising in the MBA program at Deakin University. Michaela is a PhD student within the Deakin Graduate School of Business where her research focuses on the promotion of unhealthy foods and beverages to children and adolescents.
This article was originally published at The Conversation. Read the original article.
