THE REVOLUTION WILL BE COMMERCIALIZED: Q&A With NYT’s Consumed Columnist Rob Walker
Saturday, January 31st, 2009
BY ELIZABETH FLYNN Rob Walker wants you to think before you sink your money into another superficial purchase. Walker — who writes the Consumed column for the New York Times Sunday Magazine, and author of Buying In, a highly-readable dissection of the dark art of branding — began his career focusing on advertising and media campaigns in 2000, writing the Moneybox column and other contributions for the online magazine Slate. Through his research into corporate strategies to incite a buying frenzy in consumers, he started asking some questions: If consumers had become, as many studies proclaimed “hyperaware” and “immune” to traditional advertising strategies, why had “the personal savings rate [fallen] into negative territory for the first time since the great depression?”
___
At the same time corporations were reporting higher earnings than ever before. Walker, noticing this “disconnect between what the experts say and how they behave,” came up with some fundamental questions about the relationship between “who we buy and who we are,” that are at the heart of Buying In. “When marketing experts in particular talked about the birth of the new consumer, what they were really talking about was the reinvention of their own business.” This new consumer hyper awareness, combined with the accelerating progression of new media technologies spawned a new form of advertising – meta by design, stealthy in execution, and viral if all goes well — that is so non-traditional that Walker had to create a new name for it: murketing. In Buying In, Walker describes murketing as “a blend of murky and marketing, murketing has two parts. The first refers to the increasingly sophisticated tactics of marketer who blur the line between branding channels and everyday life.” The second is the “frank complicity” with which the “new consumer” was complicit, sometimes wittingly but often less so, in the marketing and creating of brands. Phawker reached Walker at his home In Savannah, Georgia.
PHAWKER: How has the recent economic collapse affected “murketers” advertising strategies?
ROB WALKER: The new trend in marketing is that it is not as message driven. There’s a change towards the broad trends of using non-traditional marketing against the traditional pitch. Now companies are thinking about placing more emphasis on value. I do notice a different tone in a traditional 30 second ad – but the point of the book has much more to do with subtle changes. The reason that I wrote the book was about consumers who were smart and savvy and immune to savings pitches — trying to say it’s beneficial to have a healthy skepticism about pitches. The message changes with the times.
PHAWKER: In Buying In you talk about the inner conflict of wanting to feel like an individual and simultaneously wanting to feel like one is part of something larger than themselves. It’s an ancient problem, but in Buying In you have it couched in distinctly modern terms.
ROB WALKER: Yeah I agree that it’s both an ancient and contemporary thing. I’m not so much suggesting that humans have changed in some way — but the way that branding has evolved, buying something is really easy to do — much easier than it is to connect with a community in some meaningful way, which takes time and effort. Like belonging to a church, or the army or something, which requires sacrifices. It’s much easier to just buy something. Marketing messages have evolved over time to be about these big ideas rather than functionality — that’s just powerful messaging that’s around us all day long.
PHAWKER: You also talk about the differences between instrumental materialism and terminal materialism*. Do you think a green approach can be described as instrumental materialism? Like in one of your interviews you talked about how many companies would do disingenuous things like just slap a tree on their label and consider their product green.
ROB WALKER: One of the things that I like about DIY is that its largely coming from the bottom — the creators have pretty sincere intent, it’s not just a matter of changing the package design to suggest an ethical dimension that isn’t particularly legitimate. DIY is also not preachy, it’s not exclusive — you can be involved in it as a consumer without having to agree ethically, or be a creator yourself. Recently I found out that “natural” is the most used word on packaging with absolutely no regulations to define what that means. The whole idea that “Main Street has gone green” that was so popular a year ago is being severely tested right now, because the buying paradigm has shifted to the lowest prices no matter what. The fact that Wall Mart’s revenues are way up doesn’t suggest to me that the green idea is holding up really well.





NEWSBUSTERS: We all wondered if it would happen. NB readers said it would
cost-cutting move. Let me restate this so the significance sinks in: Village Voice Media suspended publication of ALL its comic strip across its ENTIRE CHAIN of alternative weekly papers. For those who don’t know, Village Voice Media owns fifteen papers in key cities like New York and LA and is a huge component of the alternative comic strip lifeblood. With roughly one hundred thirty alternative weekly papers in the USA, shutting out fifteen papers accounts for a drop in 12% of the print outlets alternative comic artists can see their work published. This is a huge blow to the alternative comics industry. In addition, across the board, the other 88% of papers have been cutting comics in hopes of staying afloat in the tough economic times. On top of the loss of these fifteen papers, a lot of the cartoonists who were syndicated by them have already, or soon will, lose outlets in the one hundred other non VVM-owned papers. This is a big deal.
WALTZ WITH BASHIR (


Capitol Mall in Washington are a powerful testament to that – but this nation has arguably never seen the kind of bold, crudely calculated and ideologically driven legend-manufacturing as has taken place with Ronald Reagan. It is a myth machine that has been spectacularly successful, launched in the mid-1990s when the conservative brand was at a low ebb. It has operated not in secrecy but at a low enough frequency that its central premise has infiltrated our current politics to the extent that few bothered to protest at the bizarre framing or misstatements of events like the Simi Valley debates.
Cars smash, kill, maim. They inhale paychecks and taxes, exhale rotten air. They compel war for oil. We’ll become stronger and sexier as pedaling bipeds.
Early last September, that changed. I was forced to confront my brother’s reality when he was released in error from Essex County Hospital Center. Following three days on the streets and benches of New York, he hopped a bus to Philadelphia—crossing state lines and, in the process, plunging my parents, my wife and me into the swirling bureaucracy of Pennsylvania’s mental healthcare system.

RADIO EXILE: The story of Neutral Milk Hotel’s short existence has been told and told well (see Kim Cooper’s wonderful 33 1/3 book on the subject).
representatives of “a dire situation” if costs weren’t cut by 10 percent. The papers have slashed more than 400 staff members across all departments since he took over. According to Newspaper Guild representative Bill Ross, Tierney once shook up a management meeting by barking “I will not lose my fucking house over this!” And Ross says a couple of people emerged from a private meeting with the CEO claiming that he’d spoken to them, in his 12th-floor office, with a baseball bat in his hands. Ross also adds that in January, Tierney took to patrolling the parking garage, watching to see what time employees were arriving to work and asking managers about those who were late. “That’s what I’m getting calls about now,” says Ross. “He’s walking around the parking garage. If he gets hit by a car, it’ll be his own fault.” Tierney’s ownership group, Philadelphia Media Holdings, stopped making interest payments to its creditors over the summer. Thirty-five further editorial layoffs were announced in December. No one knows what tomorrow will bring — except that some tomorrow could mark the end of Philadelphia’s newspapers.
We don’t really have anything that begins to be comparable to the evening news. And remember in the history of news, news isn’t really a fractured medium. People like to get the same news that everyone else is getting. That’s sort of one of the points about news – I know what you know. So I thought there was a real opportunity to create a mass market, online news-outlet.
ABC NEWS: The CIA’s station chief at its sensitive post in Algeria is under investigation by the U.S. Justice Department for allegedly raping at least two Muslim women who claim he laced their drinks with a knock-out drug, U.S. law enforcement sources tell ABC News. The suspect in the case is identified as Andrew Warren in an affidavit for a search warrant filed in federal court in Washington, D.C. by an investigator for the State Department’s Diplomatic Security Service. Officials say the 41-year old Warren, a convert to Islam, was ordered home by the U.S. Ambassador, David Pearce, in October after the women came forward with their rape allegations in September. The affidavit says the first victim says she was raped by Warren in Sept. 2007 after being invited to a party at Warren’s residence by U.S. embassy employees. She told a State Department investigator that after Warren prepared a mixed drink of cola and whiskey, she felt a “violent onset of nausea” and Warren said she should spend the night at his home. When she woke up the next morning, according to the affidavit, “she was lying on a bed, completely nude, with no memory of how she had been undressed.” She said she realized “she recently had engaged in sexual intercourse, though she had no memory of having intercourse.” 

TORRENT FREAK: Cox, the third largest ISP in the U.S, is none too fond of BitTorrent users. Previously we reported that they disconnect alleged copyright infringers without warning. Today, Cox announced a new ‘network management’ trial where P2P, Usenet and FTP users will be slowed down when the network is congested. Cox
CNET: AT&T and Comcast, two of the nation’s largest Internet service providers, are expected to be among a group of ISPs that will cooperate with the music industry in battling illegal file sharing, three sources close to the companies told CNET News. The Recording Industry Association of America, the lobbying group representing the four largest recording companies, said last month that it had 
FORBES: Chalk one up for retailers and landfill operators. Congress on Wednesday failed to delay the transition to digital from analog television in the United States after legislation to do so failed to muster sufficient support in the House of Representatives. That is expected to encourage consumers to dump their old
DAILY NEWS: A Common Pleas judge – like another judge before him – dismissed all charges yesterday against two former Philadelphia police officers accused of punching and kicking a graffiti vandal in Feltonville two years ago. After an 80-minute hearing involving two new witnesses, plenty of objections by high-profile defense attorneys, and impassioned arguments, Judge Frank Palumbo ended the case by announcing: “Discharged.” The two ex-cops, Sheldon Fitzgerald and Howard Hill III, both 30, then left the courtroom and were congratulated by their former colleagues. The two declined comment. Fortunato “Fred” Perri Jr., who represented the men with his partner Brian McMonagle, said: “We’re thrilled.” Perri said Hill and Fitzgerald had been fired from the force and are seeking to get their jobs back.









Phawker.com's