The relatively new Gmail system has made millions of dollars for the company's founders by offering a free email service that is miles above the rest. The genius of the system rests on the way Gmail does its advertising. Each email is electronically scanned, key words are picked up and advertisements are targeting accordingly.

For example, I had an email discussion about a man in jail who, having been wrongfully denied the right to clip his toenails while inside, had his trial postponed for a month. This conversation resulted in a helpful list of toe fungus removal products. A fight with a significant other will present links to relationship counseling. In what may well be Gmail's little joke, spam translates into links to spam recipes like Spam Confetti Pasta. The links are not always so clear and finding what words lead to certain advertisements can be a bit of a challenge. One which remains a curiosity is the link to the website "Why Hamlet delays, a revisiting of traditional analysis." What I consider key words in the email are the following: Swaziland, man purse, the economy of Chile, bloody Mary, and rock n' roll. Please send any connections you see to the editorial review staff at 90ways.com.

Upon learning of this system, many people's initial reaction is one of apprehension over the invasion of privacy. Personally, I love the Gmail advertisements. I love them so much that if Gmail actually asked me directly, I would invite them with open arms to invade my privacy so that I can be part of this distinct pop-cultural phenomenon. As far as I can tell, there are two reasons that Americans are so adverse to the idea of their emails being scanned.

The first is a matter of civil liberties. It is a principle tenant of American democracy that there is only so far the government can go to surveil us. True, G-mail is a private corporation not connected to the government (or is it . . .?), but the idea that the government could access it, could know the key words of our personal correspondence, makes many among us understandably uneasy. There has always been this tension between the individual and the state. Despite our forefathers' insistence that the progress of a government and its people are fundamentally the same project, America was borne of rebellion against authority. We view even potential infringements of our individual right to privacy as a testament to the decline of our nation. I understand this concern.

And so, to address concerns of government infringement of civil liberties, I offer a few suggestions for safe Gmail usage. First, when using your Gmail account, avoid discussing the following:
    1.  Your drug empire.
    2.  Your child prostitution ring.
   3.  Your intimate connections to the Chinese, Iranian, North Korean or Venezuelan governments.
    4.  Your plans to start the Revolution.
Second, on any other topic, I suggest you get over yourself, the government doesn't care.

The second concern which has many on the edge of their computer seats is the idea that they are being subject to consumerist spying. You are, you are indeed. And welcome to the world that you live in. Credit card companies sell information, grocery stores offer cards that give you discounts on your favorite foods as they collect valuable marketing information-- I could go on. When we notice these exploitations of our everyday consumer behavior, we view them a bit askance. But I personally am bored with always blaming the corporations. If our capitalist and democratic systems are based on the power of the individual, then let's exercise that power. I don't think it's radical to state that capitalism is about getting your product out, seen and bought. Methods that work in this aim will be used; methods that don't will be abandoned. It's the consumer who dictates what works, not the companies. This is as true with selling products as it is with marketing. If you don't like Shell's activities in Nigeria, ride your bike or walk to work. If you don't like the way that Gmail pays for your free emails, don't click on the ads. In fact, avoid the companies that advertise. They will stop and Gmail will realize that selling your information doesn't work.

The problem with this suggestion is the basic problem of collective action. There will always be people like me who thwart your goals by clicking on the ads even when they're not interested, just to let Gmail know I care. As Thomas Jefferson stated in a letter to Washington, most people are neither statesmen nor philosophers. It's the problem with privileging the individual -- there are just so goddamn many of them, and the majority are shockingly lame. The alternative, then, is to reject the capitalist system altogether, to violently wrest power away from Gmail and other corporate whores and tell them that you would like to control what individuals are subjected to, not toe fungus removal companies. I will praise you in your efforts. When you tell them, though, be sure to use your hotmail account.

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