#2: They Say response

Douglas Rushkoff attacks his piece "They Say" with much enthusiasm and knowledge on the subject.  Since he is a well known author and extremely intelligent on the subject matter, a since of authority is shown in Rushkoff.  Right from the beginning the author persuades you to listen more openly to what he is saying.  If he was just a unimportant stranger telling you a story you would be more likely to ignore what he says and not trust it.  This same technique Rushkoff writes about it and explains how its used to manipulate us in the marketing aspect of our lives.  Rushkoff starts off by saying "we are under constant scrutiny and constant assault by a professional class of hidden persuaders".  People persuade us everyday sometimes even without us knowing.  From the local sale associate, a car salesman, telemarketers and politicians.  These techniques have changed over the years in order to cope with the changes our society has made because of the newly formed technology and ideas.  Rushkoff distinguishes persuasion techniques into two categories, "hard sell" and "soft sell".  Hard sell techniques are more direct and forceful like the typical car salesman idea that used to work.  People began to catch on and with the younger generation not wanting to be subjected to conformity. This directly influenced persuading techniques to be changed in order to be more effective. The switch was made and now soft sell techniques were put into play.  This idea was to act in a more laid back subtle way. In order to persuade this group of individuals these persuasion techniques must be less visible then they were in the past. An example of the hard sell technique was the typical "sale associate" where they would walk up to you and show you a certain merchandise.  Now we have evolved to using the soft sell technique which would be the whole concept of a shopping mall.  The floor pattern of a mall to influence what you see and buy.  These indirect techniques are becoming more and more well known even used by Rushkoff in the article.  He doesn't come out and tell you to think a certain way but he does explain his way of thinking and backs it up with lots of hard facts.