Product Description

The most virulent viruses today are composed of information. In this information-driven age, the easiest way to manipulate the culture is through the media. A hip and caustically humorous McLuhan for the '90s, culture watcher Douglas Rushkoff now offers a fascinating expose of media manipulation in today's age of instant information.

Product Details

• Amazon Sales Rank: #124029 in Books
• Published on: 1996-02-06
• Released on: 1996-02-06
• Original language: English
• Dimensions: 8.13" h x .75" w x 5.48" l, .90 pounds
• Binding: Paperback
• 368 pages

From Amazon.com
Have you ever noticed that the word "media" refers both to the tool for disseminating information in human societies as well as the substrate upon which geneticists grow bacteria and viruses? Rushkoff has written one of the more provocative and insightful analyses of the paths of conceptual infection in human media, and about the techniques and goals of those who spread media viruses. This fun, hip, yet insightful book is well worth buying.

From Publishers Weekly
This provocative title suggests the author will follow the familiar route of explaining how popular culture manipulates its audience into complacency. On the contrary, Rushkoff (The GenX Reader) asserts that media "viruses" empower audiences both to become more actively engaged with the media and to challenge the status quo. Viruses, e.g., rap song "Cop Killer" and the videotape of the Rodney King beating, are controversial, compelling images or ideas that allow countercultural politics to infiltrate mainstream media. The hidden agendas Rushkoff explores here are thus subversive ones. His readings of various media outlets, such as TV shows like The Simpsons and Ren and Stimpy, as launchpads for antiestablishment messages about alternative lifestyles, are smart and interesting. But his conclusions about the revolutionary potential of media viruses are not always substantiated by his analyses, and his use of techno-jargon makes his arguments often difficult to follow. Author tour.
Copyright 1994 Reed Business Information, Inc.

From Library Journal
In our "datasphere" world, we are exposed to information about events like the O.J. Simpson case in myriad formats from newspapers, television tabloids, and talk shows to the Internet. This media world, according to critic Rushkoff (The Genx Reader, Ballantine, 1994), is the next and only frontier. He argues that the media operate in society as a virus causing permanent and real social change. While his excessive use of viral-related concepts gets tiresome, the thesis that the popular media manipulate American culture is provocative and well argued. In Rushkoff's view, the media world is not monolithic, and its power can be harnessed to serve a variety of purposes. To illustrate his point, he examines a range of media activities, from mainstream offerings, such as children's television with it subtle, subversive messages, to the tactical strategies employed by "camcorder kamikazes" documenting alternative versions of reality. This timely book should be of interest to a wide range of readers.
Judy Solberg, Univ. of Maryland Libs., College Park
Copyright 1994 Reed Business Information, Inc.