Will Google Take the Internet Over the Cliff?

By Jeffrey Chester, The Nation. Posted October 14, 2006.

Under the radar of all but the most savvy Internet users, powerful commercial forces are rapidly creating a digital media system for the United States that threatens to undermine our ability to create a civil and just society. The takeover of YouTube by Google announced October 9 and the 2005 buyout by Rupert Murdoch of MySpace are not just about mega-deals for new media. They are the leading edge of a powerful interactive system that is being designed to serve the interests of some of the wealthiest corporations on the planet.

Aware that social networking sites like MySpace and YouTube are attracting the key youth audience, and aiming to maintain their influence over future generations of consumers, marketers are aggressively seizing the initiative. Leveraging existing relationships with Yahoo!, Microsoft, the phone and cable companies, Google and the other large players, the advertising industry are developing an array of immersive online experiences--like MTV's Virtual Laguna Beach and Studio.com's Go Deep--that seamlessly blend relationships with products and brands.

Advertisers are harnessing technology that targets and follows Internet users on their journeys through cyberspace, collecting data and tracking behavior. Virtual software marketing tools will be deployed across the digital landscape so that wherever we go, whatever we do do--e-mail, instant messaging, mobile communications or searches--we will be immersed in enticing content for the lifelong sell: Witness the work of Oddcast, a New York-based immersive media company, whose "conversational character products" represent a new medium for marketing to get inside consumers' heads.

YouTube capitalizes on the growing proclivity of Internet users to be creators of information as well as consumers. And as the network television and cable audiences age, advertisers are increasingly aware that "user-created content"--be it a cute kitty video or clips from The Daily Show--are key to attracting young audiences. But as the Goo-Tube model develops, behind each video will be a powerful connection to an ad, targeted to the user's online behavior, as well as the stealth collection of personal data. As Ross Levinsohn, president of Fox Interactive, noted about his company's acquisition of MySpace, "the digital gold inside of MySpace wasn't the number of users, but the information they're providing." [Google, it should be noted, now also represents the interests of Rupert Murdoch's US empire. In August Google became Fox's principal online advertising agent for MySpace, Fox TV and Fox Interactive.]

Given this emerging marketing model, the US broadband infrastructure may well become one giant "brandwashing" machine. The most powerful communications system ever developed by humans is increasingly being put in the service of selling, commercialization and commodification. And it will lead to an inherently conservative and narcissistic political culture, in which the interests of the self and the consumption of products are the primary, most visible, media messages. And unless we begin to challenge it now, the emerging digital culture will seriously challenge our ability to effectively communicate, inform and organize.

A handful of companies now dominate much of the US new-media market. Five corporations--Comcast, Time Warner, AT&T, Verizon and Qwest--control the wires and cable lines delivering us broadband, digital TV and, soon, much wireless service. The viral "Singing Puppy" campaign from Nokia is an early warning that soon even our phone calls will become platforms for commercials. A few other major players--especially Google, News Corp., Viacom and Microsoft--have done the necessary deals to strategically grow their broadband content businesses (buying gaming sites and other programming to insure they ensnare the key youth market). Even if the pending update to the Communications Act of 1996 preserves the core principle of network neutrality, the voices of these most powerful media companies are likely to be the loudest.

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Jeffrey Chester is executive director of the Center for Digital Democracy (www.democraticmedia.org).

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