Analogue and digital chronopower: the example of Trump university

I’ve been dwelling on this passage from Trump University’s sales manual, republished on loc 980 of this insider account of the ill-fated ‘university’, which it should be added had a MOOC system (in its first phase) and a recruitment strategy (in its second phase) which were extreme manifestations of what can be found in US higher education rather than definitive breaks with it. The manual briefs sales staff on how to hook in prospects who’ve attended free ‘taster’ sessions in order to get them to pay for expensive workshops:

Experience Is On Our Side: •   Because we decide what happens in the training, an attendee must react to what we say. They don’t have a choice. For example, we can spend hours and hours planning a question that they must deal with and give an answer to within seconds. We also have the advantage of testing the question out on hundreds of people and adjusting it to increase our chances for a desirable response. The attendee does not have the luxury of “practicing” his or her answer. However, we are losing this advantage if we don’t take time to develop what we say and consciously practice what we say.

What is the nature of the power being exercised here? It could be read as the third face of power in the sense of Steven Lukes, exercising influence by setting the agenda. But this fails to capture the temporal character of its exercise. What puts people on the back foot is that they have no time to prepare against the manipulations of people who have all the time they need to prepare. It is a temporal advantage being leveraged to ensure the interests of A are served by the actions of B. It is chronopower.

But it is chronopower in analogue mode. How different is it from the manipulative infrastructures we find on social media? We constantly fall into interactions with actors who’ve had plenty of time to design interventions, taking advantage of a vast informational asymmetry in which they have a great deal of data about us and we have none about them. But even if this wasn’t the case, we don’t have time to prepare for the interaction because we don’t know its coming. This I’d suggest is digital chronopower.

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