Something that’s been bothering me-
February 8, 2010 16 Comments
I keep wondering why readers are siding so much with Amazon over this battle- it makes no sense! Not that Macmillan is 100% in the right, but Amazon is acting like a child, throwing a temper tantrum. And the fact that it thought it could get away with this seems downright scary to me, and points towards Amazon eventually wanting to become a complete monopoly for bookselling.
Anyway, so I kept wondering why did people side with Amazon? Then I realized it’s the same reason people side with the GOP, even when everything they say is wrong, and facts counter-act the evidence, and their opponents show the reality in a calm, dignified and intelligent manner.
Amazon has framed itself as a populist narrative. It created a line in the sand: us versus them. Then it took the same basic narrative (they think they can take you’re money! they think they’re entitled to what you own! they think they’re better than you! Those snooty authors and publishers!) and then framing themselves as Robin Hood (they can’t get away with it! we’re on a mission to destroy them!) but without giving the actual facts.
Readers fell for it. I’m not sure why they did, but I have a feeling the inelegance of the way it was stated on the forums actually propelled the argument to the readers- making Amazon feel like some small timer who is fighting against The Man. When in reality, Amazon is pulling the same bullshit Walmart does that everyone rallies against and Calls Evil.
It’s interesting how well narratives and stories can effect our psyche, especially an emotional one like this, that was proven to work in the media/political environment. People eat this shit up.
About pauljessup
There is certainly a problem in a country where it isn’t important what you do, but more what you say you are doing. Perception over reality. And I guess we ought not be surprised that these tactics, successful as they are, continue to spread…and will likely continue until the education system puts an emphasis on critical thinking as opposed to rote memorization. (yes, I think these things are heavily intertwined–if teachers are forced by the system to teach children to blindly believe everything they say, then what should the nation really expect of them as adults but to continue the pattern of blind belief?)
Just my early morning not-yet-caffeinated thoughts.
Oh, I agree! No child left behind has turned public schools into a test based system, were the whole year they just cram for the tests, ignoring critical thinking and what goes with it. Sad.
It’s been bothering me a lot, too. As a reader I would love lower prices on everything, but that preference does not mean that I approve of Amazon’s bullying tactics.
I’m a member of the MobileRead online community, and I’m stunned by the sheer amount of vitriol coming out from people on Amazon’s side. People are calling for total boycotts of Macmillan when it’s Amazon’s behavior that was reprehensible.
It’s insane.
I have to agree. As a reader, of course I want cheaper ebooks. I also want cheaper paperback books and cheaper hardcover books. I want cheaper steaks, cheaper gasoline and cheaper haircuts. But market is what market is. I just find it strange that Amazon is playing on this, making them seem like the goodguys, when in reality they want to use this as a way of luring people to the Kindle over the iPad.
Falling for it? Hardly. It is just that Amazon is actually working to make more books available, while Macmillan are doing the opposite, and have been for some time.
All multibillion dollar media companies are bad.
Remember, speaking of being snowed and the GOP – YOU ARE TAKING RUPERT MURDOCH’S SIDE.
So that’s a really poor line to take.
Did I say I was taking a side? Did I? Did I say that Macmillan was right?
No.
Just that Amazon was wrong. Amazon is the one not working to make books available- DUH. They took down a whole catalog of books in a snit fit. How is that making books available? They’re not.
See? You’ve bought right into it.
Have fun with your new oppression!
There is an always cautious balance between price and sustainability, and I think it is important that the market remain fluid enough to readjust. As Paul brought up, who doesn’t love cheaper steaks/books/haircuts/etc.? What I don’t like, however, are cheaper steaks at the expense of the quality. And the moment those steak producers no longer make any money on the more expensive cuts, they aren’t going to bother with them anymore. Which means all my cheaper steaks will suck. So I accept that I have to pay more for certain steaks, and I choose when I will buy that steak versus a cheaper cut. (I say this having recently bought a Jack in the Box burger using a coupon and ending up with a meat patty full of gristle and bone shards. Was it cheap? Yes–but I am sure as hell not going back for another)
Amazon is acting in the best interests of Amazon, and Macmillan is acting in the best interest of Macmillan. And all I want out of this squabble is high quality books at a sustainable non-excessive price.
It’s not that I find it strange that Amazon is playing on this; what I find strange is that so many people are buying into it.
If all multi-billion dollar media companies are evil, then how can a 50 Billion dollar media company with Amazon’s record of bullying be the good guys?
I don’t get it.
I don’t get it either, but I wish I did so I could hire a team of mutant ninjas to combat it. Mutant ninjas can solve anything…for the right price!
Michelle- I agree on everything you’ve said regarding fine line, balance, etc. I think in the next few years, ebooks are going to be becoming more popular, more viable, but also more experimental (in pricing, quality, etc) until they find the sweet spot.
“It’s not that I find it strange that Amazon is playing on this; what I find strange is that so many people are buying into it.”
EXACTLY!
“It’s interesting how well narratives and stories can effect our psyche, especially an emotional one like this, that was proven to work in the media/political environment. People eat this shit up.”
Then again, this IS why we writers can actually do what we love. It would be nice if it came with a side of critical thinking, but humanity isn’t that evolved.
There was a Twitter discussion about critical thinking recently. Debate, discussion and critical thought are being shoved out the door of every school. We’re in the age of ‘Politically Correct Subversion’ now. I.e: Be unique and against the grain, but don’t piss ANYONE off or disagree with them or think too deeply about the core issues.
Unfortunately, not likely to change any time soon.
Good piece, very accurate.
I was just thinking that I would be more understanding about some of the Amazon support if people were saying that they didn’t care about Amazon’s tactics, they just wanted cheaper ebooks for themselves now.
At least immediate self-interest and hang the consequences is understandable. But that’s not what’s happening.
People are actually demonizing Macmillan and all multi-billion dollar companies without understanding that Amazon’s one too.
Jay M. Gates- Sadly, yr absolutely right. It’s a piece of manufactured rebellion as propaganda- you convince people by the narrative that what you’re doing is counter-culture, will make them unique and is a form of protest against an evil empire who wants to eat babies and steal all your money.
People like it because it gives them a cause, let’s them think they’re going against the grain, but it requires no actual effort.
Dave Robinson-
You’re dead on with Amazon not being the little guy. I think that’s what’s bugging me the most- it’s like pot calling the kettle black. Amazon doesn’t care about saving the consumer money, it cares about people buying Kindles. Both companies (Macmillan and Amazon) have charged both more than 9.99$ a book and less than $9.99 an ebook. This is nothing new.
What is new, is that the contracts were up and Macmillan (as well as other publishers) used the iPad to twist Amazon’s arm behind it’s back to come to their terms. Neither action is right, per se. But the delusion that Amazon is Robin Hood is a scary one.
“I was just thinking that I would be more understanding about some of the Amazon support if people were saying that they didn’t care about Amazon’s tactics, they just wanted cheaper ebooks for themselves now.”
I think I would understand them more also, if that were the case, though that sort of attitude of “NOWNOWNOWNOWNOW!” would still sadden me. A little patience would do a lot of folk good long-term.
I would be saddened by that motivation myself, but at least it would make some kind of sense. Selfish and childish sense, but still sense.