What Makes You Click

2016 ,    »  -   17 Comments
Ratings: 8.06/10 from 97 users.

Your likes, passions and habits are best known by people you've never met. They have the power to read your mind, mold your thoughts, and determine where you spend your hard-earned dollars. They're the capitalistic kings of the new digital age - the online persuaders - and they're the subject of the new documentary What Makes You Click from the renowned VPRO Backlight series.

Every day, billions of people around the globe are transfixed by their computers, tablets and smart phones. All the while, their online behaviors are being monitored, studied, and interpreted for the benefit of hugely profitable business interests. Consumerism is no longer driven by roadside billboards and 30 second television advertisements. Every click of the mouse can help to determine your next purchase, shape the cultural perception of an important issue, occupy every moment of our free time, direct social discourse, or even influence the outcome of a presidential election.

Our addiction to technology may seem benign on the surface, but it can ultimately spell disaster for the tenants of humanity we hold most dear. Free will, if it exists, could buckle under the pressure of unfettered corporate manipulation, and the notion of privacy could become nothing more than a pipe dream.

How much power is too much? Just ask the architects who operate behind the cyber curtain. Throughout the course of the film, several of these mystery figures speak about the dangers inherent in their chosen field of work, and express a need to be bounded by greater oversight and stricter regulations. In their arena, online users aren't viewed in humanistic terms; they're merely numbers on a spreadsheet that must be programmed to bend to the will of corporate interests. Ethical boundaries can easily be crossed when influencers are allowed to operate with such complete anonymity and omniscience. The desires of a few can come to define the future of millions.

What Makes You Click is both a fascinating psychological study and a gripping cautionary tale. The filmmakers navigate these uncharted new realities from an informed and probing point of view, and introduce a series of dilemmas our society is likely to grapple with for many years to come.

Directed by: Martijn Kieft

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17 Comments / User Reviews

    Jim Freedom
  1. Jim Freedom

    The film has foreign language without English subtitles. The automatically generated ones make no sense at all.

  2. mke m
  3. mke m

    That's like getting india on the phone when you need to talk to someone, Jim.
    technology.......(has it's stupid advances)

  4. harold durant
  5. harold durant

    What a waste of time for top documentary to send me this to watch, time to
    stop them from doing more of this sort of crap...

  6. Nancy Hollo
  7. Nancy Hollo

    You can turn on subtitles on the settings menu. It's easy to read with white font on black background, and the Dutch speakers are really fascinating.

  8. Ed
  9. Ed

    Works fine now. Nice documentary. CRO (Click Rate Optimization) is hugely important to how the Internet (and world) are and will be. The laymen are blissfully ignorant of this fact.

  10. Becky
  11. Becky

    A really good documentary.

  12. Colin R Lanteigne
  13. Colin R Lanteigne

    Once they change your mind, Who are you? loosing it's center. willingly and ordinarily, 24-7. Corporates never sleep. - Huge knowledge base, movement, conversations, diet, physiological and biochemical sensors, mood control, loss of all control, other directed options.... Pavlovian Puppets in Paradise ... The presentation is itself being even more persuasive, if not strangely addicting (little jingle), to the absence of life in the spaces between one click and another or other click ... click OK Try this, Tell your entranced clickers, "You cannot hear ..." It is an everybody's black hole, for old I ego self lobotomies, digitized for predictable dependent thought prepped as the monster rolls onto the stage, search for that spark called humanity, and you may catch sometime, from the corner of old eyes. Meanwhile do not underestimated the power of NLP (Neuro Linguistic Programming), Operant Conditioning, Or the new flash slick wam and wow repeating like the bark of a very large Pavlovian DOG. You and I cannot listen to their **** without being effected. This is hard science. We are way past 'Propaganda', and moving rapidly into 'Tagged and Bagged' ---- Resist Media - Get out of our Private lives you pyschopathic bastards.

  14. Joh Dashwer
  15. Joh Dashwer

    Great doc. The subtitles work fine. Watch it!

  16. GunnarInLA
  17. GunnarInLA

    ...not interesting...I sampled it, but won't watch all...(narration in english though, so that aspect is no problem)...but almost an hour of this...? – ...no

  18. Mark Gaboury
  19. Mark Gaboury

    Pretty good doc. The part about gambling was the most revealing. We are losing our sense of self by this online presence.

  20. Billie Corbett
  21. Billie Corbett

    It might be a great documentary, but, there is no subtitles, so, it prove pointless to me.

  22. B. J. Symonds
  23. B. J. Symonds

    Informative, interesting, and most certainly got my full attention.
    Well done!

  24. CDT
  25. CDT

    Very chilling

  26. loraine james
  27. loraine james

    I will not make any comments, what ever I say they will steal and then use it against me... There is no time more than now , in which we need a strong force that is concerned about the greater good for humanity. The power of each individual can bring these manipulative unethical motives to an end . Know the game and use your questioning mind to see all the red flags... Real life is such a pity to have stolen by a corporate vampire.

  28. TheDoc
  29. TheDoc

    Its speakin scandinavian or somethin can't understand no sh*t

  30. toni serpentini
  31. toni serpentini

    Loraine James my sentiments exactly .
    Scary to think our minds and choices are being manipulated .
    Orson Welles 1984.

  32. customer_database
  33. customer_database

    I like Tristan's vision of a grassroots movement in ethical design, and in respecting the end user dignity. Bart, the psychologist, also stands up to greedy mind manipulators and continues with the ethical responsibility. Natasha's research into gamification, and the casino like behavior it creates, is eye opening. These folks are on the front lines of consumer rights.

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