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4.04 AVERAGE
4.04 AVERAGE
Excelente continuação para [b:The Master Switch: The Rise and Fall of Information Empires|8201080|The Master Switch The Rise and Fall of Information Empires|Tim Wu|https://images.gr-assets.com/books/1320518400s/8201080.jpg|13048036]. Em Master Switch, o Tim Wu fala sobre como surgiram as mídias de broadcast e como acontece o monopólio da informação. Neste livro ele discute como a publicidade surgiu junto dessas mídias e como surge o comércio da atenção de quem as consome.
O livro passa pela publicidade no jornal, no rádio e na TV, para em seguida falar da internet. E ao mesmo tempo discute o vai e vem entre as forças do conteúdo popular, para atrair muita atenção e vender a preço de atacado, e o conteúdo de qualidade, que muitas vezes pode ser pago e sem publicidade. Um livro bastante importante e atual, nestes tempos de conteúdo pago v.s. ads, clickbait e venda de informação pessoal. E, neste caso, como o livro é do final de 2016, não sofre do mal do primeiro e insere o Facebook na discussão do controle de informação e venda de dados.
Bônus: é bem curioso ler sobre os primeiros tipos de programa de rádio e tv e relacionar com o que a tv brasileira ia plagiar anos depois.
O livro passa pela publicidade no jornal, no rádio e na TV, para em seguida falar da internet. E ao mesmo tempo discute o vai e vem entre as forças do conteúdo popular, para atrair muita atenção e vender a preço de atacado, e o conteúdo de qualidade, que muitas vezes pode ser pago e sem publicidade. Um livro bastante importante e atual, nestes tempos de conteúdo pago v.s. ads, clickbait e venda de informação pessoal. E, neste caso, como o livro é do final de 2016, não sofre do mal do primeiro e insere o Facebook na discussão do controle de informação e venda de dados.
Bônus: é bem curioso ler sobre os primeiros tipos de programa de rádio e tv e relacionar com o que a tv brasileira ia plagiar anos depois.
Great book that details the history of advertising and really provides a complete history of many of the issues discussed in the news today around social media and the direct connection created between audiences and news makers .
Tim Wu brilliantly encapsulates the past century and half, of how advertisers and media have created a culture of driving minutes of our time towards their products sometimes without realising we are the products. . .
A thorough and engaging history of the mining of human attention. Wu manages to show how how the battle for our attention is nothing new, while at the same time demonstrating how the jump to light speed in attention farming over the past few years has pushed us toward something of a tipping point. I for one am eagerly joining the revolt and making a conscious effort to reclaim my time and attention—not to mention my privacy—and to carefully consider what they are really worth before trading them for ostensibly "free" services.
This was good, although different than what I expected. Most of the book is history way before home computers, which was interesting and important, but by the time he got to AOL I was like "Yes! Finally! We're approaching our current predicament!" But then he backtracked to Oprah and People magazine for some reason. By the time he got to the Blackberry I was crying, remembering how we thought people glued to those devices were such tools, and now most of us have been captured, too. His tone was very matter-of-fact and objective, but he also had some good analysis he wasn't shy about sharing here and there. Nothing too groundbreaking here, as he notes, people were explaining in other words that "if you're not paying for the product, you are the product" in the heyday of broadcast TV etc. But having all that excellent context really helped me as a reader understand how at times I've let every drop of my attention get fracked by Zuck and become his serf using my own resources to add value to his property.
Disclaimer: Wu's publisher sent me a copy gratis for a potential Huffington Post interview or review.
I enjoyed the book. I was unaware of many of the roots of the attention economy. I enjoyed learning how Facebook, Google, and other modern-day advertising behemoths are in many instances borrowing from the playbook of their predecessors. As another reviewer pointed out, though, this book is more about what than why. That is, Wu chooses to tell a comprehensive history than explore the motivations of many actors and companies in depth. Still, I learned a great deal from this book and recommend it.
I enjoyed the book. I was unaware of many of the roots of the attention economy. I enjoyed learning how Facebook, Google, and other modern-day advertising behemoths are in many instances borrowing from the playbook of their predecessors. As another reviewer pointed out, though, this book is more about what than why. That is, Wu chooses to tell a comprehensive history than explore the motivations of many actors and companies in depth. Still, I learned a great deal from this book and recommend it.
Advertising through the years (and propaganda as state sponsored advertising). How the industry competes for our attention. Excellent.
This one fell a bit short of my expectations.
The first part of the book which is meant to serve as a sort of "Book of Genesis" for the attention-harvesting industry was done much better in [b:Captains of Consciousness: Advertising And The Social Roots Of The Consumer Culture|471976|Captains Of Consciousness Advertising And The Social Roots Of The Consumer Culture|Stuart Ewen|https://images.gr-assets.com/books/1347574928s/471976.jpg|460258], by Stuart Ewen. It's not that the author's effort here is necessarily bad, but at times it comes off a bit dry and unfocused, often providing obsequious details in exchange for clarity and sound analysis.
The second half of the book dealing with the internet, facebook, google, twitter, insta, etc. was, if nothing else, a tad rushed.
Furthermore, the whole thing strikes me as disjointed, more like a collection of various magazine pieces with the flimsiest of threads connecting them. It reads like equal parts Wall Street Journal and Wikipedia page; I want a concise narrative not a curated collection of articles.
Ultimately, I was expecting better social commentary from the author as well, which when it did arrive was a bit trite.
So, If you have been following popular culture trends for a while and occasionally reading about them as a study/reflection of the modern human condition, you'll hardly find anything new here.
However, if this is your first foray into the subject, you might find it more informative and entertaining, and not a bad choice either.
The first part of the book which is meant to serve as a sort of "Book of Genesis" for the attention-harvesting industry was done much better in [b:Captains of Consciousness: Advertising And The Social Roots Of The Consumer Culture|471976|Captains Of Consciousness Advertising And The Social Roots Of The Consumer Culture|Stuart Ewen|https://images.gr-assets.com/books/1347574928s/471976.jpg|460258], by Stuart Ewen. It's not that the author's effort here is necessarily bad, but at times it comes off a bit dry and unfocused, often providing obsequious details in exchange for clarity and sound analysis.
The second half of the book dealing with the internet, facebook, google, twitter, insta, etc. was, if nothing else, a tad rushed.
Furthermore, the whole thing strikes me as disjointed, more like a collection of various magazine pieces with the flimsiest of threads connecting them. It reads like equal parts Wall Street Journal and Wikipedia page; I want a concise narrative not a curated collection of articles.
Ultimately, I was expecting better social commentary from the author as well, which when it did arrive was a bit trite.
So, If you have been following popular culture trends for a while and occasionally reading about them as a study/reflection of the modern human condition, you'll hardly find anything new here.
However, if this is your first foray into the subject, you might find it more informative and entertaining, and not a bad choice either.
An encompassing overview of the history of advertising and the various media which allowed it, all written in elegant, lucid prose. Like The Master Switch, a must-read.
informative
medium-paced