Running on the Hedonic Treadmill: How AI, Media, and Capitalism Exploit FOMO to Drive the Pursuit of Perfection
Table of Content
AI, Analytics and the Manipulation of FOMO
Media Manipulation at the Crossroads of Politics and Government
In today’s fast-paced, technology-driven society, the influence of media and advertisement on our daily lives has become both inescapable and pervasive.
Fuelled by the ever-churning wheels of capitalism, media and corporations exploit our deepest fears and desires, crafting narratives that drive us towards ceaseless consumption.
At the heart of this unrelenting cycle is a potent phenomenon — the Fear of Missing Out, or FOMO.
This article delves deeper into how media, government, and corporations utilise AI and analytics to harness and amplify FOMO, leading to an insatiable societal drive towards perfection.
The Unseen Power of Media
Marshall McLuhan’s groundbreaking work, “Medium is the Message,” has laid the foundation for understanding the profound influence media holds over our worldviews.
His insights remain highly relevant in today’s digital age, where the pervasiveness of media and its messages have reached unprecedented heights.
From news feeds and social updates to relentless advertisement campaigns, media shapes our perspectives, decisions, and even our self-perception.
We shape our tools, and thereafter our tools shape us.
— Marshall McLuhan
This stream of media, often manipulated by powerful government and corporate entities, exploits our FOMO to create a sense of discontentment.
It plants in us an unending desire for a better lifestyle, a higher social status, or the latest gadgets. This continuous pursuit, known as the Hedonic Treadmill, keeps us running but never lets us reach a state of lasting satisfaction.
The ensuing pressure and pursuit of perfection often lead to burnout and deep dissatisfaction.
AI, Analytics and the Manipulation of FOMO
The contemporary world is witnessing the deployment of AI and analytics on a massive scale for message manipulation and consumer influence.
Propelled by the power of Big Data, sophisticated AI algorithms can predict and influence consumer behaviour, enabling companies to design personalized advertisement strategies.
These strategies tap into our insecurities, fears, and desires. The narratives spun by targeted advertisements perpetuate our FOMO, convincing us that we need the products they offer to be happier, more successful, or more accepted.
Consequently, we become entrapped on a treadmill of perpetual consumption, forever seeking but never finding lasting satisfaction.
Each ding, pop-up, buzz, or beep on your cell phone stirs your curiosity, as though your existence hinges upon knowing what’s happening.
Bear in mind, it’s you who are crafting your online behavior patterns. You’re succumbing to their marketing strategies, exploiting your Fear of Missing Out (FOMO).
As Rory Sutherland, the Vice Chairman of Ogilvy & Mather, once said, “The circumstances of our lives may actually matter less to our happiness than the sense of control we feel over our lives.”
He suggests that the value and happiness derived from a product or service is often less about the product itself and more about our perception of it.
This understanding underlies the marketing strategies of many companies.
They not only sell products or services but also sell perceptions, ideals, and dreams, reinforcing the pursuit of perfection and stoking our FOMO. It’s this marketing of perceptions that keeps us running on the hedonic treadmill, perpetually chasing the illusion of a perfect life.
Media Manipulation at the Crossroads of Politics and Government
The ramifications of this widespread media influence and message manipulation extend beyond the sphere of consumer behaviour.
As highlighted in “Manufacturing Consent,” media serves as a potent tool for governments and political entities to mould public opinion.
Rory Sutherland’s statement rings true here:
The power of a good story is that it simplifies and makes sense of a complex world.
The world of politics and corporations leverage this power to their advantage, often exploiting FOMO to guide public opinion and behaviour to meet their objectives.
Why Don’t We Do Anything?
Because there is no crisis to attend to.
Seth Godin, in his book Linchpin says 📢
Our lizard brain is hungry, scared, angry, and horny. The lizard brain only wants to eat and be safe. The lizard brain will fight (to the death) if it has to, but would rather run away. It likes a vendetta and has no trouble getting angry. The lizard brain cares what everyone else thinks, because status in the tribe is essential to its survival
Because we are not dealing with any immediate crises, we often squander our time frivolously.
We succumb to the Fear of Missing Out (FOMO) — an unsettling sense that our peers are more informed than we are, or that somewhere else, something exciting or intriguing is unfolding.
The compulsion to consume content is powerfully addictive. Monitoring our social media “likes” has become the modern equivalent of chain-smoking.
We continue to craft our social persona and eagerly await other people’s responses to our presentations.
Escaping the Treadmill
When you’re unsure of your life’s direction, liberty can often feel overwhelming. Engaging in superficial activities, such as constantly checking your phone, can distract us from purposeful and profound endeavors.
Our excessive reliance on technology for nearly everything is stifling our thirst for deeper knowledge and understanding. The ability to engage with long-form articles is becoming increasingly rare among people.
However, we are not powerless against this invisible manipulation.
The first step towards emancipation is awareness. Recognizing that FOMO is a tool exploited by media, corporations, and political entities to influence our decisions and perceptions is essential.
By practising mindful consumption of media and being skeptical of the narratives presented to us, we can protect ourselves from being blindly swayed.
Technology, too, can be an ally in this endeavour. Various digital tools can help manage our media interactions and limit the impact of persuasive advertisements.
As we continue to navigate this media-centric landscape, retaining our critical thinking skills and questioning the media we consume is crucial.
