Tag Archives: Carlota Fay Schoolman

You’re Not the Customer; You’re the Product

Richard Serra? Carlota Fay Schoolman? Steve Atkins? Tom Johnson? Claire Wolfe? Andrew Lewis? blue_beetle? Tim O’Reilly?

Dear Quote Investigator: For decades the most powerful mass medium has been television. The internet has dramatically shifted our access to information. Nowadays, society reflects upon itself by using internet search engines. Yet, both of these fundamental channels of communication, access, and synthesis are primarily supported by advertising. A pithy expression explicates the resultant skewed perspective:

You’re not the customer; you’re the product.

Would you please explore the history of this saying?

Quote Investigator: In 1973 the artists Richard Serra and Carlota Fay Schoolman broadcast a short video titled “Television Delivers People”. An anodyne soundtrack played while sentences in white text on a blue background slowly scrolled upward. The messages displayed thematically matched the saying under exploration. Emphasis added to excerpts by QI: 1

Commercial television delivers 20 million people a minute.
In commercial broadcasting the viewer pays for the privilege of having himself sold.
It is the consumer who is consumed.
You are the product of t.v.
You are delivered to the advertiser who is the customer.
He consumes you.
The viewer is not responsible for programming——
You are the end product.

Below are additional selected citations in chronological order. Continue reading

Notes:

  1. YouTube Video, Title: Richard Serra “Television Delivers People” (1973), Authors of video: Richard Serra and Carlota Fay Schoolman, Uploaded on Feb 2, 2011, Uploaded by: KunstSpektrum, Copyright date within video: Mar 30, 1973, (Quotation starts at 0 minute 54 seconds of 6 minutes 55 seconds) (Video of scrolling text with canned soundtrack music; Text criticizes the corporate and advertiser control of television content), (Accessed on youtube.com on May 13, 2017) link