The Marketplace Of Attention

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The Marketplace of Attention

Author : James G. Webster
Publisher : MIT Press
ISBN 13 : 0262529890
Total Pages : 281 pages
Book Rating : 4.2/5 (625 download)

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Book Synopsis The Marketplace of Attention by : James G. Webster

Download or read book The Marketplace of Attention written by James G. Webster and published by MIT Press. This book was released on 2016-09-02 with total page 281 pages. Available in PDF, EPUB and Kindle. Book excerpt: How do media find an audience when there is an endless supply of content but a limited supply of public attention? Feature films, television shows, homemade videos, tweets, blogs, and breaking news: digital media offer an always-accessible, apparently inexhaustible supply of entertainment and information. Although choices seems endless, public attention is not. How do digital media find the audiences they need in an era of infinite choice? In The Marketplace of Attention, James Webster explains how audiences take shape in the digital age. Webster describes the factors that create audiences, including the preferences and habits of media users, the role of social networks, the resources and strategies of media providers, and the growing impact of media measures—from ratings to user recommendations. He incorporates these factors into one comprehensive framework: the marketplace of attention. In doing so, he shows that the marketplace works in ways that belie our greatest hopes and fears about digital media. Some observers claim that digital media empower a new participatory culture; others fear that digital media encourage users to retreat to isolated enclaves. Webster shows that public attention is at once diverse and concentrated—that users move across a variety of outlets, producing high levels of audience overlap. So although audiences are fragmented in ways that would astonish midcentury broadcasting executives, Webster argues that this doesn't signal polarization. He questions whether our preferences are immune from media influence, and he describes how our encounters with media might change our tastes. In the digital era's marketplace of attention, Webster claims, we typically encounter ideas that cut across our predispositions. In the process, we will remake the marketplace of ideas and reshape the twenty-first century public sphere.

Attention! This Book Will Make You Money

Author : Jim F. Kukral
Publisher : John Wiley & Sons
ISBN 13 : 0470880686
Total Pages : 306 pages
Book Rating : 4.4/5 (78 download)

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Book Synopsis Attention! This Book Will Make You Money by : Jim F. Kukral

Download or read book Attention! This Book Will Make You Money written by Jim F. Kukral and published by John Wiley & Sons. This book was released on 2010-07-16 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt: Drive Web traffic and take your business into the future In todays social Web marketplace, attention equals revenue. When you direct more attention online to your brand or business, you drive more long-term revenue. Regardless of who you are or how small your business is, you can have a huge impact using free Internet tools...provided you understand and correctly apply the latest techniques. Attention! gives you an educational and motivational guide to using social media to market your brand or business online. In three parts, you'll discover everything you need to know to get off the ground and thrive in the social mediasphere, including The tools, techniques and tricks to get attention online and turn that attention into profit The theory behind the importance of making your mark on the Internet How other businesses and individuals made money from online marketing Whether you're just starting your business, just moving it online, or already established and looking to take your business to the next level, Attention! is the key to success.

Paid Attention

Author : Faris Yakob
Publisher : Kogan Page Publishers
ISBN 13 : 0749473614
Total Pages : 216 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis Paid Attention by : Faris Yakob

Download or read book Paid Attention written by Faris Yakob and published by Kogan Page Publishers. This book was released on 2015-04-03 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: As ever, the onus is on brands to find compelling ways to earn the attention of the consumer. Yet content scarcity has given way to overload, fixed channels have dissolved into fluid networks, and audiences have become participants in consumer-driven conversations. This shift requires a new course of action for brands; it demands new marketing imperatives. Paid Attention is a guide to modern advertising ideas: what they are, why they are evolving and how to have them. Spanning communication theory, neuroscience, creativity and innovation, media history, branding and emerging technologies, it explores the strategic creation process and how to package ideas to attract the most attention in the advertising industry. Packed with real-world examples of advertising campaigns for companies including Sony, Red Bull, HP and many more, Paid Attention provides a robust model for influencing human behaviour. Referencing a wide body of theory and praxis, from behavioural economics and sociology to technology and even science fiction, Faris Yakob maps advertising onto a wider analysis of culture. Containing practical advertising and branding templates, including a new advertising planning toolkit, it is ideal for students and practitioners looking to get noticed in today's cluttered marketplace. Online resources include additional toolkits with advice, techniques and best practice on brand behaviour, new ideas and effective communication.

Subprime Attention Crisis

Author : Tim Hwang
Publisher : FSG Originals
ISBN 13 : 0374721246
Total Pages : 176 pages
Book Rating : 4.3/5 (747 download)

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Book Synopsis Subprime Attention Crisis by : Tim Hwang

Download or read book Subprime Attention Crisis written by Tim Hwang and published by FSG Originals. This book was released on 2020-10-13 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt: From FSGO x Logic: a revealing examination of digital advertising and the internet's precarious foundation In Subprime Attention Crisis, Tim Hwang investigates the way big tech financializes attention. In the process, he shows us how digital advertising—the beating heart of the internet—is at risk of collapsing, and that its potential demise bears an uncanny resemblance to the housing crisis of 2008. From the unreliability of advertising numbers and the unregulated automation of advertising bidding wars, to the simple fact that online ads mostly fail to work, Hwang demonstrates that while consumers’ attention has never been more prized, the true value of that attention itself—much like subprime mortgages—is wildly misrepresented. And if online advertising goes belly-up, the internet—and its free services—will suddenly be accessible only to those who can afford it. Deeply researched, convincing, and alarming, Subprime Attention Crisis will change the way you look at the internet, and its precarious future. FSG Originals × Logic dissects the way technology functions in everyday lives. The titans of Silicon Valley, for all their utopian imaginings, never really had our best interests at heart: recent threats to democracy, truth, privacy, and safety, as a result of tech’s reckless pursuit of progress, have shown as much. We present an alternate story, one that delights in capturing technology in all its contradictions and innovation, across borders and socioeconomic divisions, from history through the future, beyond platitudes and PR hype, and past doom and gloom. Our collaboration features four brief but provocative forays into the tech industry’s many worlds, and aspires to incite fresh conversations about technology focused on nuanced and accessible explorations of the emerging tools that reorganize and redefine life today.

The Attention Economy

Author : Thomas H. Davenport
Publisher : Harvard Business Press
ISBN 13 : 9781578518715
Total Pages : 278 pages
Book Rating : 4.5/5 (187 download)

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Book Synopsis The Attention Economy by : Thomas H. Davenport

Download or read book The Attention Economy written by Thomas H. Davenport and published by Harvard Business Press. This book was released on 2001 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: Thought provoking -Time Magazine Welcome to the attention economy, in which the new scarcest resource isn't ideas or talent, but attention itself. This groundbreaking book argues that today's businesses are headed for disaster-unless they overcome the dangerously high attention deficits that threaten to cripple today's workplace. Learn to manage this critical yet finite resource, or fail! "A worthy message" -Publishers Weekly AUTHORBIO: Thomas H. Davenport is the Director of the Accenture Institute for Strategic Change and author of Process Innovation and Working Knowledge, Harvard Business School Press. John C. Beck is an Associate Partner and Senior Research Fellow at the Accenture Institute for Strategic Change.

The Attention Merchants

Author : Tim Wu
Publisher : Vintage
ISBN 13 : 0804170045
Total Pages : 434 pages
Book Rating : 4.8/5 (41 download)

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Book Synopsis The Attention Merchants by : Tim Wu

Download or read book The Attention Merchants written by Tim Wu and published by Vintage. This book was released on 2017-09-19 with total page 434 pages. Available in PDF, EPUB and Kindle. Book excerpt: From the author of the award-winning The Master Switch, who coined the term "net neutrality”—a revelatory, ambitious and urgent account of how the capture and re-sale of human attention became the defining industry of our time. "Dazzling." —Financial Times Ours is often called an information economy, but at a moment when access to information is virtually unlimited, our attention has become the ultimate commodity. In nearly every moment of our waking lives, we face a barrage of efforts to harvest our attention. This condition is not simply the byproduct of recent technological innovations but the result of more than a century's growth and expansion in the industries that feed on human attention. Wu’s narrative begins in the nineteenth century, when Benjamin Day discovered he could get rich selling newspapers for a penny. Since then, every new medium—from radio to television to Internet companies such as Google and Facebook—has attained commercial viability and immense riches by turning itself into an advertising platform. Since the early days, the basic business model of “attention merchants” has never changed: free diversion in exchange for a moment of your time, sold in turn to the highest-bidding advertiser. Full of lively, unexpected storytelling and piercing insight, The Attention Merchants lays bare the true nature of a ubiquitous reality we can no longer afford to accept at face value.

Race in the Marketplace

Author : Guillaume D. Johnson
Publisher : Springer
ISBN 13 : 3030117111
Total Pages : 283 pages
Book Rating : 4.0/5 (31 download)

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Book Synopsis Race in the Marketplace by : Guillaume D. Johnson

Download or read book Race in the Marketplace written by Guillaume D. Johnson and published by Springer. This book was released on 2019-03-26 with total page 283 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume offers a critical, cross-disciplinary, and international overview of emerging scholarship addressing the dynamic relationship between race and markets. Chapters are engaging and accessible, with timely and thought-provoking insights that different audiences can engage with and learn from. Each chapter provides a unique journey into a specific marketplace setting and its sociopolitical particularities including, among others, corner stores in the United States, whitening cream in Nigeria and India, video blogs in Great Britain, and hospitals in France. By providing a cohesive collection of cutting-edge work, Race in the Marketplace contributes to the creation of a robust stream of research that directly informs critical scholarship, business practices, activism, and public policy in promoting racial equity.

The Economics of Attention

Author : Richard A. Lanham
Publisher : University of Chicago Press
ISBN 13 : 0226468828
Total Pages : 327 pages
Book Rating : 4.2/5 (264 download)

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Book Synopsis The Economics of Attention by : Richard A. Lanham

Download or read book The Economics of Attention written by Richard A. Lanham and published by University of Chicago Press. This book was released on 2006-04-21 with total page 327 pages. Available in PDF, EPUB and Kindle. Book excerpt: If economics is about the allocation of resources, then what is the most precious resource in our new information economy? Certainly not information, for we are drowning in it. No, what we are short of is the attention to make sense of that information. With all the verve and erudition that have established his earlier books as classics, Richard A. Lanham here traces our epochal move from an economy of things and objects to an economy of attention. According to Lanham, the central commodity in our new age of information is not stuff but style, for style is what competes for our attention amidst the din and deluge of new media. In such a world, intellectual property will become more central to the economy than real property, while the arts and letters will grow to be more crucial than engineering, the physical sciences, and indeed economics as conventionally practiced. For Lanham, the arts and letters are the disciplines that study how human attention is allocated and how cultural capital is created and traded. In an economy of attention, style and substance change places. The new attention economy, therefore, will anoint a new set of moguls in the business world—not the CEOs or fund managers of yesteryear, but new masters of attention with a grounding in the humanities and liberal arts. Lanham’s The Electronic Word was one of the earliest and most influential books on new electronic culture. The Economics of Attention builds on the best insights of that seminal book to map the new frontier that information technologies have created.

The Far Right Today

Author : Cas Mudde
Publisher : John Wiley & Sons
ISBN 13 : 150953685X
Total Pages : 129 pages
Book Rating : 4.5/5 (95 download)

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Book Synopsis The Far Right Today by : Cas Mudde

Download or read book The Far Right Today written by Cas Mudde and published by John Wiley & Sons. This book was released on 2019-10-25 with total page 129 pages. Available in PDF, EPUB and Kindle. Book excerpt: The far right is back with a vengeance. After several decades at the political margins, far-right politics has again taken center stage. Three of the world’s largest democracies – Brazil, India, and the United States – now have a radical right leader, while far-right parties continue to increase their profile and support within Europe. In this timely book, leading global expert on political extremism Cas Mudde provides a concise overview of the fourth wave of postwar far-right politics, exploring its history, ideology, organization, causes, and consequences, as well as the responses available to civil society, party, and state actors to challenge its ideas and influence. What defines this current far-right renaissance, Mudde argues, is its mainstreaming and normalization within the contemporary political landscape. Challenging orthodox thinking on the relationship between conventional and far-right politics, Mudde offers a complex and insightful picture of one of the key political challenges of our time.

Consumer Neuroscience

Author : Moran Cerf
Publisher : MIT Press
ISBN 13 : 0262036592
Total Pages : 362 pages
Book Rating : 4.2/5 (62 download)

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Book Synopsis Consumer Neuroscience by : Moran Cerf

Download or read book Consumer Neuroscience written by Moran Cerf and published by MIT Press. This book was released on 2017-11-16 with total page 362 pages. Available in PDF, EPUB and Kindle. Book excerpt: A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services. Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neuroscience to understand how consumers make judgments and decisions. This book is the first comprehensive treatment of consumer neuroscience, suitable for classroom use or as a reference for business and marketing practitioners. After an overview of the field, the text offers the background on the brain and physiological systems necessary for understanding how they work in the context of decision making and reviews the sensory and perceptual mechanisms that govern our perception and experience. Chapters by experts in the field investigate tools for studying the brain, including fMRI, EEG, eye-tracking, and biometrics, and their possible use in marketing. The book examines the relation of attention, memory, and emotion to consumer behavior; cognitive factors in decision making; and the brain's reward system. It describes how consumers develop implicit associations with a brand, perceptions of pricing, and how consumer neuroscience can encourage healthy behaviors. Finally, the book considers ethical issues raised by the application of neuroscience tools to marketing. Contributors Fabio Babiloni, Davide Baldo, David Brandt, Moran Cerf, Yuping Chen, Patrizia Cherubino, Kimberly Rose Clark, Maria Cordero-Merecuana, William A. Cunningham, Manuel Garcia-Garcia, Ming Hsu, Ana Iorga, Philip Kotler, Carl Marci, Hans Melo, Kai-Markus Müller, Brendan Murray, Ingrid L. C. Nieuwenhuis, Graham Page, Hirak Parikh, Dante M. Pirouz, Martin Reimann, Neal J. Roese, Irit Shapira-Lichter, Daniela Somarriba, Julia Trabulsi, Arianna Trettel, Giovanni Vecchiato, Thalia Vrantsidis, Sarah Walker

Freedom From the Market

Author : Mike Konczal
Publisher : The New Press
ISBN 13 : 1620975386
Total Pages : 258 pages
Book Rating : 4.6/5 (29 download)

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Book Synopsis Freedom From the Market by : Mike Konczal

Download or read book Freedom From the Market written by Mike Konczal and published by The New Press. This book was released on 2021-02-02 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: The progressive economics writer redefines the national conversation about American freedom “Mike Konczal [is] one of our most powerful advocates of financial reform‚ [a] heroic critic of austerity‚ and a huge resource for progressives.”—Paul Krugman Health insurance, student loan debt, retirement security, child care, work-life balance, access to home ownership—these are the issues driving America’s current political debates. And they are all linked, as this brilliant and timely book reveals, by a single question: should we allow the free market to determine our lives? In the tradition of Naomi Klein’s The Shock Doctrine, noted economic commentator Mike Konczal answers this question with a resounding no. Freedom from the Market blends passionate political argument and a bold new take on American history to reveal that, from the earliest days of the republic, Americans have defined freedom as what we keep free from the control of the market. With chapters on the history of the Homestead Act and land ownership, the eight-hour work day and free time, social insurance and Social Security, World War II day cares, Medicare and desegregation, free public colleges, intellectual property, and the public corporation, Konczal shows how citizens have fought to ensure that everyone has access to the conditions that make us free. At a time when millions of Americans—and more and more politicians—are questioning the unregulated free market, Freedom from the Market offers a new narrative, and new intellectual ammunition, for the fight that lies ahead.

Visibility Marketing

Author : David Avrin
Publisher : Red Wheel/Weiser
ISBN 13 : 163265962X
Total Pages : 256 pages
Book Rating : 4.6/5 (326 download)

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Book Synopsis Visibility Marketing by : David Avrin

Download or read book Visibility Marketing written by David Avrin and published by Red Wheel/Weiser. This book was released on 2016-07-25 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: The landscape is littered with the corpses of great products and strong companies that died because of crappy marketing. Why do so many companies fail so miserably? Why do high-priced ad agencies and marketing firms keep spitting out stupid campaigns? Too many in business have failed to recognize the shift that has happened right under their noses. It’s not so much that people have changed; it’s that the business landscape has changed—dramatically. For the first time in human history, we have no unmet needs. Every problem has a solution, and many companies now find themselves creating solutions that appear to be looking for a problem. In his provocative and enlightening new book, Visibility Marketing, David Avrin shows what marketing approaches work, which don’t, and why. You will learn how to uncover your true competitive advantages and a process to craft messages and tactics that achieve tangible results. A remarkably accessible, relatable, thought-provoking reference book, Visibility Marketing speaks directly to business owners, entrepreneurs, marketing managers, and sales professionals. With wisdom gleaned from hundreds of presentations and workshops and conversations with tens of thousands of company leaders, Visibility Marketing will forever change how businesses and professionals look at the competitive landscape and how they promote themselves.

Notes on The Next Attention

Author : Fran Weber Shaw
Publisher :
ISBN 13 : 9780963910080
Total Pages : 360 pages
Book Rating : 4.9/5 (1 download)

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Book Synopsis Notes on The Next Attention by : Fran Weber Shaw

Download or read book Notes on The Next Attention written by Fran Weber Shaw and published by . This book was released on 2010-01-01 with total page 360 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Lead Us Into Temptation

Author : James B. Twitchell
Publisher : Columbia University Press
ISBN 13 : 9780231500425
Total Pages : 328 pages
Book Rating : 4.5/5 (4 download)

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Book Synopsis Lead Us Into Temptation by : James B. Twitchell

Download or read book Lead Us Into Temptation written by James B. Twitchell and published by Columbia University Press. This book was released on 1999-05-06 with total page 328 pages. Available in PDF, EPUB and Kindle. Book excerpt: Coke adds life. Just do it. Yo quiero Taco Bell. We live in a commercial age, awash in a sea of brand names, logos, and advertising jingles—not to mention commodities themselves. Are shoppers merely the unwitting stooges of the greedy producers who will stop at nothing to sell their wares? Are the producers' powers of persuasion so great that resistance is futile? James Twitchell counters this assumption of the used and abused consumer with a witty and unflinching look at commercial culture, starting from the simple observation that "we are powerfully attracted to the world of goods (after all, we don't call them 'bads')." He contends that far from being forced upon us against our better judgment, "consumerism is our better judgment." Why? Because increasingly, store-bought objects are what hold us together as a society, doing the work of "birth, patina, pews, coats of arms, house, and social rank"—previously done by religion and bloodline. We immediately understand the connotations of status and identity exemplified by the Nike swoosh, the Polo pony, the Guess? label, the DKNY logo. The commodity alone is not what we are after; rather, we actively and creatively want that logo and its signification—the social identity it bestows upon us. As Twitchell summarizes, "Tell me what you buy, and I will tell what you are and who you want to be." Using elements as disparate as the film The Jerk, French theorists, popular bumper stickers, and Money magazine to explore the nature and importance of advertising lingo, packaging, fashion, and "The Meaning of Self," Twitchell overturns one stodgy social myth after another. In the process he reveals the purchase and possession of things to be the self-identifying acts of modern life. Not only does the car you drive tell others who you are, it lets you know as well. The consumption of goods, according to Twitchell, provides us with tangible everyday comforts and with crucial inner security in a seemingly faithless age. That we may find our sense of self through buying material objects is among the chief indictments of contemporary culture. Twitchell, however, sees the significance of shopping. "There are no false needs." We buy more than objects, we buy meaning. For many of us, especially in our youth, Things R Us.

Marketing 4.0

Author : Philip Kotler
Publisher : John Wiley & Sons
ISBN 13 : 1119341140
Total Pages : 208 pages
Book Rating : 4.1/5 (193 download)

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Book Synopsis Marketing 4.0 by : Philip Kotler

Download or read book Marketing 4.0 written by Philip Kotler and published by John Wiley & Sons. This book was released on 2016-11-17 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing has changed forever—this is what comes next Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world's leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today's customers have less time and attention to devote to your brand—and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace's shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow's consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today. Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. This book gives you the world-class insight you need to make it happen. Discover the new rules of marketing Stand out and create WOW moments Build a loyal and vocal customer base Learn who will shape the future of customer choice Every few years brings a "new" marketing movement, but experienced marketers know that this time its different; it's not just the rules that have changed, it's the customers themselves. Marketing 4.0 provides a solid framework based on a real-world vision of the consumer as they are today, and as they will be tomorrow. Marketing 4.0 gives you the edge you need to reach them more effectively than ever before.

The Attention Switch

Author : Itzik Amiel
Publisher : Filament Publishing Limited
ISBN 13 : 9781910125151
Total Pages : 236 pages
Book Rating : 4.1/5 (251 download)

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Book Synopsis The Attention Switch by : Itzik Amiel

Download or read book The Attention Switch written by Itzik Amiel and published by Filament Publishing Limited. This book was released on 2014-06-27 with total page 236 pages. Available in PDF, EPUB and Kindle. Book excerpt: According to power networker Itzik Amiel, giving 'Authentic Attention' to other people is the secret ingredient to reaching out to and connecting with other people. What distinguishes highly successful people from everyone else is the way they use the 'Power of Attention' to build relationships, both in business and in their personal lives, so that everyone wins. Learn new strategies to help you reach out and deeply connect with colleagues, friends, and prospects - the people who will help you reach amazing success.

The Marketplace of Print

Author : Alexandra Halasz
Publisher : Cambridge University Press
ISBN 13 : 0521582091
Total Pages : 260 pages
Book Rating : 4.5/5 (215 download)

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Book Synopsis The Marketplace of Print by : Alexandra Halasz

Download or read book The Marketplace of Print written by Alexandra Halasz and published by Cambridge University Press. This book was released on 1997-09-11 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: Early modern pamphlets serve as an important vehicle for examining print culture, particularly the historical entanglement between the technology of print and a developing capitalism. Attention to the controversies surrounding their circulation reveals that pamphlets became a focus for anxieties about print culture in general. Alexandra Halasz combines close readings of pamphlets by Robert Greene, Thomas Nashe, Gabriel Harvey, Thomas Deloney and John Taylor, among others, with a discussion of the history and deployment of print technology and its specifically English organization as a monopoly. Taking account of the theoretical and historical issues surrounding textual property, authorship and publicity, The Marketplace of Print, first published in 1997, is both a work of historical recovery and a reflection on the ongoing problems of the relationship between the marketplace and the public sphere.