In the age of rapid digitalization, the concepts of online threats and cybersecurity have become a matter of intense interest. As technology grows more advanced, it opens new avenues for individual users, companies, and entire businesses. Millions of people benefit from the facilitated communication, data storage, and analysis that introduce new opportunities on various levels. In fact, powerful computers and smartphones with a stable Internet connection have become the new norm. In a way, they represent a basic necessity of a modern person, especially amid a global pandemic. Therefore, the amount of data processed and stored in the digital space become unprecedentedly high. Nevertheless, along with the benefits of the Internet, new challenges emerge. Cybersecurity of individuals and companies remains subject to infringements caused by malware developers. Viruses and spyware programs are distributed discretely through hacking and deception. In order to protect themselves against malicious actions, Internet users rely on various anti-virus and anti-spyware programs. This paper explores two prominent software developers and argues that some of them still tend to exaggerate the issue for the purposes of marketing.
The anti-virus development industry has several major players that are known worldwide for their advanced solutions. Kaspersky Anti-Virus is one of the such companies that offers its protective software on the global market. The company’s website possesses an array of information that aims to enlighten users about the role of anti-malware in the current environment (Kaspersky). The tone of the website and its articles is rather neutral and serious. They describe the effect of a virus on a computer from a technical point of view, as well as the potential means of contracting one. Next, Kaspersky’s experts address the functionality of their products in a rather rational manner, explaining the importance of cybersecurity for the users of all levels. Ultimately, the content of the website appears to be educational and without any excessive pressure on the potential consumer.
On the other hand, the case of Kaspersky’s competitor is different in terms of tone and presentation. McAfee antivirus is a well-known anti-malware program that equally serves to establish the required level of cybersecurity for its users. More specifically, McAfee offers a range of products that serve a variety of purposes, from personal computers to corporate networks. In its website, the developer relies on a negative tone, describing the horrors of hacking, phishing, and computer viruses (McAfee). For example, McAfee state that “cybercriminals lurk not only in the darkest corners of the internet, but also in your neighborhood coffee shop.” Such rhetoric serves to create fearful images in the mind of the reader, prompting them to purchase the software. In a way, McAfee, indeed, exaggerates the threat, playing with the customers’ feelings instead of keeping the discussion educational and neutral. Such a presentation servers to remind that anti-virus developers are still commercial organizations that rely on various marketing techniques to increase their sales and make profits.
Ultimately, the exact presentation of cyberthreats depends on the approach practiced by each specific developer. Some of them, like Kaspersky, follow the purely technical route, attempting to educate the public about the benefits of their anti-virus program. Apparently, the management expects the customers to make informed decisions, understanding the principles upon which both viruses and anti-malware function. At the same time, companies like McAfee remain within the domain of pure marketing. They appeal to the feeling of the people, evoking dreadful associations and encouraging users to protect their data from malicious criminals. The second case represents some degree of exaggeration, as feelings and subjectivity outweigh the technical data. This approach is dictated by the marketing paradigm and represents an attempt to increase profits.
Works Cited
Kaspersky. “About Kaspersky Anti-Virus.” Kaspersky Online Help, 2019
McAfee. “What is Antivirus?” McAfee.