And Then There's This is Bill Wasik's journey along the unexplored frontier of our churning and rambunctious viral culture. Covering this world - watching new bands promote themselves at South by Southwest; reporting on a website contest while secretly entering it; and creating a site that aggregates all blog smears against the presidential primary candidates - he ends up conducting six experiments himself. He doesn't always get the results he expected, but along the way he meets a cast of characters who are capable of getting their information into our brains - and they're not who you think.
And Then There's This reveals how our culture is now created from the ground up. Wasik proves that any one of us can cause a small ripple that can turn into a tsunami. Anyone involved in journalism, business, or information technology - and those who want to be - must read this book. And for the rest, Wasik's tour is great, eye-opening fun.
©2009 Bill Wasik; (P)2009 Penguin
"Wasik's examples are culled from the trivial - e.g., ephemeral indie bands and forgettable ad campaigns - but his deft style and provocative insights keep the book significant." (Publishers Weekly)
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