If you have a disease and suddenly start getting ads for cures for that disease and it's an embarrassing disease - all that kind of stuff it just gets into that zone of autonomy or privacy where you feel a sense of freedom to be who you want to be.
Tim WuThere's a problem which is when you're trapped in your own identity and everything is really you, then you feel less freedom to sort of explore who you want to be. So I think it's kind of something we're stuck with as long as humans are the way we are.
Tim WuLet's say you're someone's phone, and you notice that your owner is drinking coffee at certain times of the day, just very subtly indicating where the local coffee shop is which happens to have paid, you know, whoever makes your phone at the right moment. I think we're in a future where frankly we are possibly facing little tiny bits of manipulation in all of our waking hours, if we don't have that already.
Tim WuHitler understood the demagogues' essential principle to teach or persuade is far more difficult than to stir emotion.
Tim WuThere is this inherent human instinct that the usual way you control trolling is you force people to use their real identities. So there's less trolling on Facebook, for example.
Tim WuMore than anyone else, Adolf Hitler completely understood the union between government propaganda and between - and advertising, that they were in some ways the same thing.
Tim WuI'm kind of concerned the combined effect, not only Google, all these companies is kind of to make us more boring and that seems the opposite of what the Internet was supposed to be.
Tim WuThe case for industry breakups comes from Thomas Jefferson's idea that occasional revolutions are important to the health of any system. As he wrote in 1787, “a little rebellion every now and then is a good thing, and as necessary in the political world as storms in the physical one.
Tim WuGoogle has you at a very specific mental state that is, looking for something. And what they've always been able to say is, we deliver your message at the exact time someone is, say, looking for fishing hooks or looking for marriage counseling or looking for a lawyer for a particular problem. And here we have our customers telling you what is in their heart and soul. It's something that, you know, advertisers have wanted for decades.
Tim WuWe have just decided we have to have everything for free. And I think we're starting to pay for it in terms of our mental states.
Tim WuI am the most concerned that we end up in a situation where your - everything is known about you and so therefore, not only Google, but Google, Facebook, Twitter - the whole set of companies - essentially knows all your weaknesses and therefore how to manipulate you in subtle ways in order to have you do things you might not otherwise do.
Tim WuAdvertising just keeps getting heavier and heavier and heavier. It doesn't have any natural limit, and we haven't found the place for the limit. And I think it's really important, therefore, that some of the revolts that are undergoing right now, you know, whether it's ad blockers or other things, are people trying to set some lines so that we say, you know, this far but no further. And this is where it ends.
Tim WuEvery time you click on a like button on another site, you've told Facebook that you're doing that. And so therefore advertisers know who their fan base is.
Tim WuThe Holy Grail of advertising has always been advertisement that people want to watch, which occasionally happens. You know, the Super Bowl, people sit there and watch the advertisements. Some print advertising is very beautiful.
Tim WuI don't think anyone at Google feels happy about it, but they've been in some sense, you know, enslaved to their business model, and so they have to satisfy their advertisers.
Tim WuIn the media, traditional media like print, we had boundaries. You know, we had spaces that ads didn't leave. They stayed where they were on the page. They didn't float around over the text. And we're kind of lost on the internet. We don't have any barriers. We have a demand for growth that is insistent.
Tim Wu