Coercion : why we listen to what "they" say

They say that human beings use only ten percent of their brains. They say the corner office is a position of power. They say you haven't met your deductible.Who, exactly, are "they"? More important, why do we listen to them?In Coercion Douglas Rushkoff argues that we each have our own "theys"--bosses, experts, and authorities (both real and imaginary) who have taken over much of the decision-making power in our lives. Unfortunately, not everyone to whom we surrender this control has our best interests at heart. What's most troubling is that the more we try to resist their efforts at persuasion, the more effort they in turn put into finding increasingly sophisticated--and invisible--methods of coercion. Indeed, the last fifty years have been marked by a kind of arms race between these authorities and our selves.Douglas Rushkoff is in a unique position to guide us through these hazardous societal influences. Having for years been the champion of the new media, the Internet, and the liberating forces of interactive technology, he now examines the process through which such innovations are being co-opted by the powers that be. Rushkoff's message is a wake-up call for anyone who has the uncomfortable sense that our actions are being shaped by forces beyond our control.