Patriarchal digital capitalism increasingly becoming subtle tools of coercion, disguised as individual choice

By Bhabani Shankar Nayak 

There are thousands of self-help books, articles, and social media pages that promise to reveal the secrets to luring different types of people—whether it's a romantic partner, employees, employers, or individuals in positions of power and wealth. Additionally, there are thousands of consultancies cater to corporations and politicians, offering strategies to lure the masses based on their fraudulent propaganda. These resources claim to unveil strategies, techniques, and mindsets that supposedly unlock the keys to successful luring in personal, political, and professional relationships. From tips on effective communication to mastering body language, eye contact, sweet talk and confidence, the vast range of advice often suggests methods to manipulate, persuade, or influence and lure others in ways that appear to promise instant gratification. 

While some of these books may offer valuable insights into human behaviour and personal development, it’s important to remember that genuine connections—built on trust, respect, and authenticity—cannot be achieved through mere techniques or manipulative tactics of luring.

The concept of "luring" as an act is as ancient as the origin of humanity itself. Men and women have historically lured each other for various reasons, often tied to everyday survival. Humans are drawn to many things—food, money, power, position, health, house, prosperity, knowledge, qualities, as well as spiritual, emotional, and physical attractions. Lure, both as a need and a desire, is an intrinsic human quality.

Lure is often used as a tool of coercion to humiliate women, casting doubt on their character by questioning their promiscuity and integrity. However, the core issue lies in the concept of "luring" itself: how is it defined? What constitutes evidence for it? And how is it justified within the context of sexual violence against women? As a strategy, lure has been utilised by ruling and non-ruling classes, corporations, and governments throughout history to shape societies—sometimes driving positive transitions and other times reinforcing negative patterns. The lure of knowledge, science, equality, justice, liberty, happiness, peace, and prosperity can lead to positive transformations of individuals, families, communities, societies, states, governments, and other social, political, economic, cultural and spiritual institutions.

On the other hand, the lure of money, power, positions, and commodified culture often traps people in mundane routines, limiting their potential. Meanwhile, mutual attraction in relationships—whether sexual or otherwise—based on equality, mutual respect, and dignity can facilitate progressive transformations of gender relations. Such relationships and transformations hold the potential to challenge and eventually dismantle different forms of entrenched patriarchy.  

In the age of patriarchal digital capitalism, both online and offline lures—manifesting in various forms and channels—have increasingly become subtle tools of coercion, disguised as individual choice. This coercion is often framed to appear as personal acceptance or consent. Perpetrators who misuse their power, position, or access to opportunities to commit acts of sexual harassment often exploit the concept of "luring" to justify their behaviour or evade accountability for their crimes. Rapists and sexual harassers often shift blame onto women, citing lure of so-called "provocative" clothing as an excuse to justify their crimes. Similarly, market-driven culture of capitalism employs advertising to manipulate and lure unsuspecting consumers into purchasing products and services under the guise of "consumer choice." Such practices are deeply rooted in the exploitative narratives of patriarchal capitalism. Men in positions of power frequently use lure as a strategy to rationalise their sexual harassment of subordinates. This tactic serves to trivialise sexual assault, framing it as a mutual interaction rather than acknowledging it as a crime. Lure, in this context, is a weapon of patriarchy used to undermine the gravity of sexual violence.

It is important to celebrate 'lure' as a natural human quality of engagement that fosters organic connections, while rejecting its use as a manipulative strategy rooted in patriarchal narratives portraying women as evil temptresses.