Breaking news, fresh gossip, tiny scandals, trumped-up crises—every day
we are distracted by a culture that rings our doorbell and runs away.
Stories spread wildly and die out in mere days, to be replaced by still
more stories with ever shorter life spans. Through the Internet the news
cycle has been set spinning even faster now that all of us can join the
fray: anyone on a computer can spread a story almost as easily as the New York Times, CNN, or People.
As media amateurs grow their audience, they learn to think like the
pros, using the abundant data that the Internet offers—hit counters,
most emailed lists, YouTube views, download tallies—to hone their own
experiments in viral blowup.
And Then There’s This is
Bill Wasik’s journey along the unexplored frontier of the twenty-first
century’s rambunctious new-media culture. He covers this world in part
as a journalist, following “buzz bands” as they rise and fall in the
online music scene, visiting with viral marketers and political
trendsetters and online provocateurs. But he also wades in as a
participant, conducting his own hilarious experiments: an email fad
(which turned into the worldwide “flash mob” sensation), a viral website
in a month-long competition, a fake blog that attempts to create “antibuzz,” and more. He doesn’t always get the results he expected, but
he tries to make sense of his data by surveying what real social
science experiments have taught us about the effects of distraction,
stimulation, and crowd behavior on the human mind.
Part report, part
memoir, part manifesto, part deconstruction of a decade, And Then There’s This captures better than any other book the way technology is changing our culture.
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