Ottimo contributo del sempre interessante Monbiot. Da tempo penso che lo status del marketing come disciplina accademica vada ripensato. Senza dubbio richiede un codice etico. <https://www.theguardian.com/commentisfree/2018/dec/31/advertising-academia-c...> [...] The Enlightenment ideal, which all universities claim to endorse, is that everyone should think for themselves. So why do they run departments in which researchers explore new means of blocking this capacity? I ask because, while considering the frenzy of consumerism that rises beyond its usual planet-trashing levels at this time of year, I recently stumbled across a paper that astonished me. It was written by academics at public universities in the Netherlands and the US. Their purpose seemed to me starkly at odds with the public interest. They sought to identify “the different ways in which consumers resist advertising, and the tactics that can be used to counter or avoid such resistance”. Among the “neutralising” techniques it highlighted were “disguising the persuasive intent of the message”; distracting our attention by using confusing phrases that make it harder to focus on the advertiser’s intentions; and “using cognitive depletion as a tactic for reducing consumers’ ability to contest messages”. This means hitting us with enough advertisements to exhaust our mental resources, breaking down our capacity to think. Intrigued, I started looking for other academic papers on the same theme, and found an entire literature. There were articles on every imaginable aspect of resistance, and helpful tips on overcoming it. For example, I came across a paper that counsels advertisers on how to rebuild public trust when the celebrity they work with gets into trouble. Rather than dumping this lucrative asset, the researchers advised that the best means to enhance “the authentic persuasive appeal of a celebrity endorser” whose standing has slipped is to get them to display “a Duchenne smile”, otherwise known as “a genuine smile”. It precisely anatomised such smiles, showed how to spot them, and discussed the “construction” of sincerity and “genuineness”: a magnificent exercise in inauthentic authenticity. [...]