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You're Soaking in It

Name: You're Soaking in It
Director: Scott Harper
Released: 2017

Representation Score

5.4/10

Fair

2017

Director

Scott Harper

Average Rating

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New Showbiz Analysis

Scott Harper’s documentary serves as a systemic critique of how advertising and Big Data shape human behavior. It excels in breaking down the power dynamics of global capitalism and the evolution of corporate influence. However, the film lacks character-driven depth and diverse representation. It focuses on institutional mechanisms rather than individual lived experiences, leaving many demographic categories unaddressed. Overall, the work provides a sophisticated look at technological surveillance while remaining neutral on specific identity-based representation.

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Category Breakdown

Does You're Soaking in It have LGBTQ+ representation?

Fair

The documentary does not explicitly mention queer identities or narratives. Instead, it focuses on structural and economic changes in advertising.

How does You're Soaking in It portray gender?

Fair

The film critiques the shift from a patriarchal 'Mad Men' era to a data-driven 'Math Men' landscape. It is unclear if women are shown as active participants in this change.

How racially and ethnically diverse is You're Soaking in It?

Fair

While the film explores globalized advertising from Madison Avenue to Silicon Valley, it does not provide specific details about the racial diversity of its subjects.

How does You're Soaking in It represent religion and culture?

Excellent

The narrative strongly criticizes Western corporate structures and capitalist institutions. It challenges the perceived benevolence of modern consumerism and technological progress.

Does You're Soaking in It include disability representation?

Minimal

There is no indication of the depiction of physical or neurodivergent disabilities. The film's focus is on the structural analysis of advertising technology and does not center on disability issues.

Present on Screen

Provides a sophisticated critique of Western corporate structures and capitalist influence.
Effectively deconstructs the historical shift from patriarchal marketing to algorithmic control.
Offers a compelling look at the systemic power dynamics of the digital age.

Limited or Absent

Lacks explicit representation of LGBTQ+ identities or queer-coded advertising narratives.
Provides little detail regarding the racial or ethnic diversity of its subjects.
Fails to address disability representation or neurodivergent perspectives within the technological landscape.

Official Synopsis

Advertising is inescapable. It covers public spaces, punctuates the airwaves and fills our personal screens with a sole purpose: to influence our behaviour. It has evolved and adapted to each technological wave, from print to TV and the Internet, selling everything from shampoo to politicians. From Madison Avenue to Silicon Valley, Scott Harper deconstructs advertising’s pervasive presence through a comprehensive and engaging look at the dynamic changes it has made over the past half century—shifting from “mad men” to “math men.” Every mouse click and swipe makes caveat emptor ever more urgent and difficult. As Big Data provides an exciting new frontier for industries to target their campaigns to individuals, the era of splashy billboards and catchy jingles may have given way to a much more sophisticated means of tapping into our subconscious. What happens when companies know you better than you know yourself?

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