Digital Marketing: Is It Worse Than Social Media? Yep, in Some Ways
March 26, 2025
Yep, another dinobaby original.
With the US taking an interesting trajectory, I have seen an uptick in articles that tackle the question, “Why are many of society’s functions leaking synthetic oil?”
“How Digital Marketing Broke Society” takes a different analytic path. The culprit is not social media. (Please, visualize the tattoos on 11 year olds in TikTok- and Facebook-type content.) The bad actor is “digital marketing.” I must admit that I interpreted “digital marketing” with Google, but, please, don’t take my mental shortcut. You are more informed and neutral than I.
A young Silicon Valley type professional surfing to a digital advertising company on a flood of zeros and ones. He is making six figures and in his mom’s mind, her son is doing good things. He is such a good young man. She then turns her attention to his agentic note: “Love ya, mom.”
Let’s look at what Joan Westenberg (a person about whom I have zero knowledge) asserts.
I noted this passage:
We are, increasingly, a cross-generational society of extremely online, screen-tapping, doom scrolling depressives. And it’s having an impact. More than ever, we are divided by misinformation and disinformation, driven by and vulnerable to ignorance, hate-mongering, and bullshit, reactive more than proactive, caught in what is either a global backslide or a cycle of decay. We’re lonely, scared, and more likely than ever to take it out on total strangers. We read less. We watch more, and what we watch is short-form, viral videos designed to tap into the dopamine-fueled, base parts of our brains.
I think her point comes across, and it resonates with me. Every time I go to the gym I see people in need of serious calorie burning sitting on a machine or a bench fiddling with their mobile phones. I hit the gym at 6 am, and I am astounded that so many people have urgent messages to which they must respond. Hey, do some exercises. But these folks are gym potatoes engaged in doom scrolling I have concluded.
Ms. Westenberg adds:
An entirely new system of influence came into being, operating largely beneath conscious awareness. Dark patterns increased, making it harder for users to protect their privacy or limit their exposure. Intermittent variable rewards—the psychological mechanism that powers slot machines—became standard practice. The industry successfully reframed this surveillance and manipulation as “personalization” and “enhanced user experience”—linguistic legerdemain that positioned exploitation as a service.
I think this is accurate. (Remember, please, that I am interpreting this as Googley behavior. The company can pay for streaming video mostly for free because it seems to have the knack for using advertising to get more advertising and offering tools to facilitate most of the steps in the money extraction process. You, gentle reader, must be more open minded than I am.)
Another point in Ms. Westenberg’s essay caught my attention; to wit:
Meta’s internal research found that divisive content generates significantly higher engagement, translating directly to advertising revenue. YouTube’s recommendation algorithm precisely drives users toward increasingly extreme content because it maximizes watch time and ad impressions. Marketing technology companies have built their entire business models around the commodification of attention – regardless of its social consequences. Digital marketing is capitalism at its most predatory—a system where deliberately amplifying society’s worst impulses becomes a rational business strategy. The industry has created a machine that converts social discord into shareholder value. In an attention economy, hatred isn’t just profitable; it’s the optimal product. The economic model and the foundational worldview of digital marketing operate on the premise that human consciousness exists primarily as a resource to be mined, refined, and sold. It’s a form of cognitive colonization—claiming and exploiting mental territory that once belonged to human beings. You can read it in the language of the industry: users are “captured,” attention is “harvested,” and engagement is “extracted.”
Yes, data mining works. Predictive analytics work for precisely the insight behind Eugene Wigner’s 1960 essay “The Unreasonable Effectiveness of Mathematics in the Natural Sciences.” Digital marketing just applies this idea, and, in my opinion, it is indeed highly effective in 21st century human-centric predictive work.
I want to quote the passage that makes me quite happy with Ms. Westenberg’s essay, and if I may do a bit of predictive assertion, makes me feel warm and fuzzy about her mental orientation; specifically, she writes and I quote:
I spent fifteen years in digital marketing. Building campaigns, funnels, and content. But over the last month, I shut down my marketing business. The decision was both ethical and existential. I can’t continue participating in an industry that has evolved from persuasion – harmful enough – to psychological exploitation and the deliberate destruction of our social order. Every optimization, targeting refinement, and engagement metric has brought us closer to a world where human autonomy is systematically undermined for commercial gain. The techniques I learned and taught others—the psychological triggers, the attention-capturing mechanisms, the behavioral prediction models—have escaped their commercial confines to taint our information ecosystem and devour the foundations of political discourse. Digital marketing is a fundamental threat to human flourishing, cognitive autonomy, and democratic governance. The industry has normalized a state of perpetual surveillance and manipulation that would have been unthinkable just decades ago. Its methodologies have created a world where attention is constantly hijacked, emotions are continuously manipulated, and reality itself is customized in pursuit of extraction value.
I am not sure that the flow of digital or weaponized information will stop. I suppose at some point a power outage or some other exogenous event will knock online out, but for the foreseeable future, we have to surf on the torrents flooding the information highway.
Net net: I suppose I should recast my thinking and consider the perpetrators at those who are simply following the Google Legacy.
Stephen E Arnold, March 26, 2025
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