I know we love to rant and commiserate, but what about breaking corporate power over our society?
Corporate control over modern life is driven by control of the search for needs. Basically, marketing embedded in our communications is how people become captured by consumption.
Let me unpack that for a second.
Why do people buy what they buy? Because its what they know about, and because its what they think they need.
- Information drives people's behavior.
People fill needs they are told about, using products they are told about. It is through search and information (AKA google SEO + traditional advertising + influencer/social media advertising) that people find and decide what to buy...and to define their needs in the first place.
If we can build and join a fundamentally non-corporate information infrastructure in which advertising has no place...and if that information is convenient enough that people use it...we can make a non-corporate world. People won't buy things they don't need if they don't see advertisements for it. If they search for knowledge online and see real information and not SEO spam. If they can find small suppliers in their local area they won't go to big box stores. The other advantage of big box stores (aggregating many things into one trip) has already been eroded by shipping and delivery.
- The building blocks for such a world exist already.
They just aren't good enough or convenient enough. Some are downright hard to use. We have private web searching options like SearXNG. We have non-corporate social media like Mastodon. We have ways to discuss and review products without advertising, like iFixit. We have models of group self moderation like Wikipedia.
What hasn't been done is to put things together in a way that it's easy for an untrained person to use them. Much like piracy, the way advertising captures the lives of those around us is a service problem. Simply put, people are busy, and they will use what's most available. If they need a software engineering degree to escape the advertising bubble, then only software engineers will do it.
- What's the goal?
Rather than having people meet their needs by buying what corporations put in front of them, they could meet their needs by buying (still capitalism, be patient!) what actually works best according to review scores that are aggressively scrubbed of corporate influence. By building a non-advertising ecosystem for sharing information about needs and how to meet them (food/shelter/transportation/entertainment) we could build an anticonsumption world. It wouldnt need us to take on any of the big things like abandoning capitalism or reforming class systems or addressing systemic inequality, though those would be valuable.
- TLDR: We should build an open source product discussion and review site that is so easy to use that it replaces marketing as the way people learn about what they need and how they should meet that need.
I'm convinced it could be done. With what we have today. If people chose to put the time into it.