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The Attention Merchants: The Epic Scramble to Get Inside Our Heads

The Attention Merchants: The Epic Scramble to Get Inside Our Heads

作者 : Tim Wu

出版社 : ALFRED A. KNOPF

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定價 : NT 699

售價 : NT699

內容簡介


台裔美籍學者吳修銘繼《誰控制了總開關》(The Master Switch)之後,又一本對現在資訊產業影響人類心智的佳作。

「吳修銘寫了一本關於”注意力”問題的書,而這個問題一直沒完沒了。注意力本身已經成為資訊時代的風行之物,吳鉅細靡遺且雄辦滔滔的指出,我們允許自己的注意力被買賣,將使我們處於危險的境地。」
--《混沌: 不測風雲的背後》作者/James Gleick 

「電視吸引大眾的注意力,數位媒體更是暗中迷惑我們每一個人。在這本深具啟發的書中,吳修銘告訴我們,廣告商與電腦程式設計師如何控制我們的眼睛與心智。《注意力商人》(The Attention Merchants)值得每一個人注意。」
-- 《網路讓我們變笨? 數位科技正在改變我們的大腦、思考與閱讀行為》The Shallows作者/Nicholas Carr

所謂的”注意力商人”(Attention Merchants)就是以產業規模收割人類注意力的企業,他們做生意的方式,就是大量採擷我們的注意力,然後轉賣給廣告商。

我們醒著的每個瞬間,就面對魅惑廣告的不斷轟炸,企業努力製造品牌形象,贊助的社交媒體還有廣告節目,都在收割我們的注意力。整整上一個世紀,”注意力商人”不斷培養時間與空間以便對我們產生作用。吳修銘指出,這個發展了一個世紀的產業,正在吞噬人類的注意力,改變人類認知與社會的本質。

From Tim Wu, author of the award-winning The Master Switch and who coined the phrase "net neutrality"--a revelatory look at the rise of "attention harvesting," and its transformative effect on our society and our selves. 

Attention merchant: an industrial-scale harvester of human attention. A firm whose business model is the mass capture of attention for resale to advertisers.

In nearly every moment of our waking lives, we face a barrage of advertising enticements, branding efforts, sponsored social media, commercials and other efforts to harvest our attention. Over the last century, few times or spaces have remained uncultivated by the "attention merchants," contributing to the distracted, unfocused tenor of our times. Tim Wu argues that this is not simply the byproduct of recent inventions but the end result of more than a century's growth and expansion in the industries that feed on human attention. From the pre-Madison Avenue birth of advertising to TV's golden age to our present age of radically individualized choices, the business model of "attention merchants" has always been the same. He describes the revolts that have risen against these relentless attempts to influence our consumption, from the remote control to FDA regulations to Apple's ad-blocking OS. But he makes clear that attention merchants grow ever-new heads, and their means of harvesting our attention have given rise to the defining industries of our time, changing our nature--cognitive, social, and otherwise--in ways unimaginable even a generation ago.
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作者介紹
■作者簡介

吳修銘(Tim Wu)
哥倫比亞大學教授,提出著名的”網路中立性”(Net Nuetrality)的學者。2006年《科學美國》(Scientific America)提名他為科學與科技界50大領導人之一,2013年美國《國家法律期刊》(National Law Journal)將他列入美國”一百位最具影響力的律師”之一。
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