The Fabrication of Individualised Intimacy

Thoughts in relation to Palmer (2003) reading:
Nothing is free in this profit driven society we are in. Personalisation in many events disguises the business companies’ marketing scheme. Take Facebook for instance, we are given a portal to express who we are, things we like, choose which applications and which fan page we like to support. From these seemingly innocent and harmless fun activities on a public domain, business companies are segmenting and targeting their potential customers. As Facebook draws its revenues from advertisements on their web pages, it establishes a symbiosis relationship with companies who wish to reach their target audience. As mentioned in class this week, Facebook provides them with detailed information on how Facebook users navigate the page and the activities they are engaged in.
Moreover, I am pretty sure we are aware of the cliché tag lines companies use to ensure potential customers that they will be treated with privilege. “The red carpet experience”, the term “VIP” and membership are few of the examples they use to encourage consumers to purchase whatever they are promoting. People usually fall for it despite the overused line as we wanted to be treated differently. I don’t know about others but getting a personalized letter with my name on it is rather an intriguing and gratifying feeling even though we know hundreds of these same letters are sent to others. Thus, our narcissism is an ultimate marketing tool as we indirectly prefer some sort of personalization and customization.
Another example I could think of is the Xbox gaming console. Personalization is emphasized heavily as users are able to create their very own avatar from choosing their features to picking their wardrobes. As I recalled, it was a very exciting experience as I can customize the avatar to look as identical to me. And realizing our need to unlock more options, we can purchase more gadgets, features and clothes for our avatar through their marketplace via Xbox Live (online) from time to time. Thus, cashing in more revenues to the developer’s account.
It is true that we appear to be in control but we must always be aware and cautious of the underlying motives of the profit driven companies. It is no longer the traditional way of business where suppliers meet the demands of the consumer. It could be argued that the suppliers are now influencing and promoting potential consumers’ desires to meet the companies’ supplies discreetly. Masking behind these so called personalised gestures and tactics.

*edited 27/9
In the reading, Castells' argument that the Internet is "the material support for networked individualism" further enhanced the crucial role of personalisation in conducting business online. Thus, when we purchase a Dell laptop online, we are allowed to choose the specific specs that are catered to our own individual needs. If we are an avid gamer, a better graphics card could be integrated in the laptop and so on. The question we should ask ourselves while purchasing products online is are we subconciously drawn by the personalisation notion into purchasing stuff that we want rather than the essentials and end up spending way too much. Is that ethical to manipulate our desires through endless repetitive suggestions as a marketing tool? Then again, we as end users must be aware of these marketing stunts and not let ourselves got carried away.