Creating Value, Being Programmed
October 24, 2010 2 Comments
“What the industrial age was for was to reduce the skill level required for workers to participate in company activities. Instead of having people who actually know how to make shoes work in my shoe shop and then if they’re skilled I have to pay them real money, and they’re not replaceable, why don’t I create an industrial age, a process with some machines so any dope I can get in the Home Depot parking lot can come in and with 15 minutes of training, make shoes. Why do I prefer that unskilled labor over skilled labor? Because I can fire him. Because I can pay him less. Mass production was about alienating the worker from the value he created. Because he wasn’t so much creating value anymore, he was just working.”
Branding is dead. Long live Rushkoff. Whole talk is about social networking, media, reclaiming our power over new media/technology, and of course Branding. One of my least favorite words.
“The Keebler elves were invented to stop people from thinking about where Keebler cookies are actually made and how. The Keebler elves were the myth that was put there to protect the company, or the consumer even, from the reality of what it is. On a social network, people are not going to talk about the Keebler elves unless one has been exposed as having an affair with the Doughboy or something. On a social network, people want to share information that someone else is going to value so their social currency, their reputation, will increase. Where are the cookies made? Do they have organic ingredients? Are they real organic ingredients or the fake USDA certified organic ingredients?…
It’s what is real. People are looking to find out what is real. And yes, people want credit, people want social currency, they want more followers. They want all that. But I think what you guys have to do is recontextualize what you’re doing. Social networks are not now and have never been in the service of companies. But your products could be given unto the service of social networks. Your products are media. You can supply people with the information they need to actually connect to one another.”