{"product_id":"selling-the-american-people-isbn-9780262545440","title":"Selling the American People","description":"\u003cb\u003eHow marketers learned to dream of optimization and speak in the idiom of management science well before the widespread use of the Internet.\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eAlgorithms, data extraction, digital marketers monetizing \"eyeballs\": these all seem like such recent features of our lives. And yet, Lee McGuigan tells us in this eye-opening book, digital advertising was well underway before the widespread use of the Internet.  Explaining how marketers have brandished the tools of automation and management science to exploit new profit opportunities, \u003ci\u003eSelling the American People\u003c\/i\u003e traces data-driven surveillance all the way back to the 1950s, when the computerization of the advertising business began to blend science, technology, and calculative cultures in an ideology of optimization. With that ideology came \u003ci\u003eadtech\u003c\/i\u003e, a major infrastructure of digital capitalism.\u003cbr\u003e\u003cbr\u003eTo help make sense of today's attention merchants and choice architects, McGuigan explores a few key questions: How did technical experts working at the intersection of data processing and management sciences come to command the center of gravity in the advertising and media industries? How did their ambition to remake marketing through mathematical optimization shape and reflect developments in digital technology? In short, where did adtech come from, and how did data-driven marketing come to mediate the daily encounters of people, products, and public spheres? His answers show how the advertising industry's efforts to bend information technologies toward its dream of efficiency and rational management helped to make \"surveillance capitalism\" one of the defining experiences of public life.Acknowledgments vii\u003cbr\u003eI Dreams and Designs to Optimize Advertising\u003cbr\u003eIntroduction: A World Marketers Can Count On 3\u003cbr\u003e1 AdTech Flows: Claims, Logistics, and Optimization in Digital Advertising 27\u003cbr\u003e2 Advertising's Calculative Evolution 49\u003cbr\u003e3 Optimization Takes Command I: Management Technique, from the Military to Madison Avenue 71\u003cbr\u003e4 Optimization Takes Command II: The Rule of Calculation 101\u003cbr\u003eII An Archaeology of Affordances\u003cbr\u003eInterlude 131\u003cbr\u003e5 How AdTech Got Its Spots: Computers, Automation, and the Roots of Programmatic Advertising 133\u003cbr\u003e6 Addressing the American Person: Designs for Producing an Audience of One 165\u003cbr\u003e7 Buy-Button Fantasies: The Persistence of Shoppability 193\u003cbr\u003e8 Vive Le Roi! Accountability and the Pulling Power of Attribution 211\u003cbr\u003eConclusion 241\u003cbr\u003eNotes 253\u003cbr\u003eIndex 317“A superbly researched history of the optimization of everyday life in the name of capitalist efficiency without regard to a media system fit for democracy. This outstanding book shows how our datafied societies arise not simply from technology disruptions but from efforts to shape the future in the interest of profit.”\u003cbr\u003e\u003cb\u003e—Robin Mansell, Professor Emerita, London School of Economics and Political Science\u003c\/b\u003e\u003cbr\u003e \u003cbr\u003e \u003cbr\u003e“\u003ci\u003eSelling the American People\u003c\/i\u003e is a major contribution to the political economy of communication and histories of optimization. McGuigan leaves us questioning the consequences of this decades long quest to better discriminate with data and computers.”\u003cbr\u003e\u003cb\u003e—Fenwick McKelvey, Associate Professor, Concordia University; author of \u003ci\u003eInternet Daemons: Digital Communications Possessed\u003c\/i\u003e\u003c\/b\u003eLee McGuigan is Assistant Professor in the Hussman School of Journalism and Media at the University of North Carolina, Chapel Hill, and an associate at Cornell Tech’s Digital Life Initiative. He is a coeditor of \u003ci\u003eThe Audience Commodity in a Digital Age\u003c\/i\u003e.","brand":"The MIT Press","offers":[{"title":"Default Title","offer_id":46305112457445,"sku":"NP9780262545440","price":50.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780262545440.jpg?v=1767736336","url":"https:\/\/k12savings.com\/es\/products\/selling-the-american-people-isbn-9780262545440","provider":"K12savings","version":"1.0","type":"link"}