UDM Libraries Book of the Week

By Joseph Turow

The Internet is often hyped as a means to enhanced consumer power: a hypercustomized media world where individuals exercise unprecedented control over what they see and do. That is the scenario media guru Nicholas Negroponte predicted in the 1990s, with his hypothetical online newspaper The Daily Me—and it is one we experience now in daily ways. But, as media expert Joseph Turow shows, the customized media environment we inhabit today reflects diminished consumer power. Not only ads and discounts but even news and entertainment are being customized by newly powerful media agencies on the basis of data we don’t know they are collecting and individualized profiles we don’t know we have. Little is known about this new industry: how is this data being collected and analyzed? And how are our profiles created and used? How do you know if you have been identified as a “target” or “waste” or placed in one of the industry’s finer-grained marketing niches? Are you, for example, a Socially Liberal Organic Eater, a Diabetic Individual in the Household, or Single City Struggler? And, if so, how does that affect what you see and do online?

Drawing on groundbreaking research, including interviews with industry insiders, this important book shows how advertisers have come to wield such power over individuals and media outlets—and what can be done to stop it.

CATALOG PAGE

PBS American Experience

HENRY FORD paints a fascinating portrait of a farm boy who rose from obscurity to become the most influential American innovator of the 20th century. Ford’s Model T automobile and his five-dollar-a-day wage ushered in the modern world, earning Ford reverence from millions of Americans. Yet many of the changes he wrought deeply troubled the carmaker. In frustration, he lashed out at enemies, real and imagined, blamed Jews for the country’s problems, bullied those who worked for him and exhibited great cruelty to his only son, often, it seemed, wishing to retreat to an idyllic fantasy of the past.

CATALOG PAGE

By Harvey Molotch

Remember when an unattended package was just that, an unattended package? Remember when the airport was a place that evoked magical possibilities, not the anxiety of a full-body scan? In the post-9/11 world, we have become focused on heightened security measures, but do you feel safer? Are you safer?

Against Security explains how our anxieties about public safety have translated into command-and-control procedures that annoy, intimidate, and are often counterproductive. Taking readers through varied ambiguously dangerous sites, the prominent urbanist and leading sociologist of the everyday, Harvey Molotch, argues that we can use our existing social relationships to make life safer and more humane. He begins by addressing the misguided strategy of eliminating public restrooms, which deprives us all of a basic resource and denies human dignity to those with no place else to go. Subway security instills fear through programs like “See Something, Say Something” and intrusive searches that have yielded nothing of value. At the airport, the security gate causes crowding and confusion, exhausting the valuable focus of TSA staff. Finally, Molotch shows how defensive sentiments have translated into the vacuous Freedom Tower at the World Trade Center site and massive error in New Orleans, both before and after Hurricane Katrina. Throughout, Molotch offers thoughtful ways of maintaining security that are not only strategic but improve the quality of life for everyone.

Against Security argues that with changed policies and attitudes, redesigned equipment, and an increased reliance on our human capacity to help one another, we can be safer and maintain the pleasure and dignity of our daily lives.

CATALOG PAGE

Edited by Abhik Ghosh

What’s it really like to be a chemist?

Leading chemists share what they do, how they do it, and why they love it.

“Letters to a young …” has been a much-loved way for professionals in a field to convey their enthusiasm and the realities of what they do to the next generation. Now, Letters to a Young Chemist does the same for the chemical sciences. Written with a humorous touch by some of today’s leading chemists, this book presents missives to “Angela,” a fictional undergraduate considering a career in chemistry. The different chapters offer a mix of fundamental principles, contemporary issues, and challenges for the future. Marye Anne Fox, Chancellor of the University of California San Diego, talks about learning to do research and modern physical organic chemistry. Brothers Jonathan and Daniel Sessler explain the chemistry of anesthetics that make modern surgery possible while Elizabeth Nolan talks about biological imaging. Terry Collins talks about green chemistry, a more sustainable way of doing chemistry, while several authors including Carl Wamser, Harry Gray, John Magyar, and Penny Brothers discuss the crucial contributions that chemists can make in meeting global energy needs.

CATALOG PAGE