Hit Makers: The Science of Popularity in an Age of Distraction
流行制造者
万维钢《精英日课》推荐
《大西洋月刊》高级编辑德里克·汤普森（Derek Thompson）的新书《热点制造者：浮躁时代的流行科学》（Hit Makers: The Science of Popularity in an Age of Distraction）。该书在探究20世纪与21世纪流行文化与热点现象后发现，吸引受众的注意力才是流行的秘诀。
汤普森试图剖析人们对事物产生喜爱背后的心理学因素，揭示无形中影响人们生活的文化市场背后的经济学因素。作者通过揭秘流行文化与流行行业的热点制造发现，单凭高质量是无法确保事物获得成功的。尽管如此，消费者想要的商品特点还是有迹可循的，他们喜欢大胆创新又广受好评的事物。
从印象派的兴起到社交软件的流行，从网络售卖平台的方兴未艾到热门电影系列的经久不衰，作者通过实例讲述文化兴起与事物流行背后的故事。
在本书中，你可以找到以下问题的答案：
*为什么1932年创造了电影的商业模式
*为什么Facebook是当今最重要的新闻报纸
*广告评论家是如何预测唐纳特·特朗普的
*数据科学家如何证明“病毒式传播”是一个神话
*为什么几乎所有的好莱坞大片都是续集，重启和改编
比起纯粹的才华，强大的宣传力度似乎回报率更高。理论上，任何能恰当把握“*新意”、传播广度和重复曝光的人，都可以去碰碰运气，说不定就能成功制造一个流行热点呢。
Nothing “goes viral.” If you think a popular movie, song, or app came out of nowhere to become a word-of-mouth success in today’s crowded media environment, you’re missing the real story. Each blockbuster has a secret history—of power, influence, dark broadcasters, and passionate cults that turn some new products into cultural phenomena. Even the most brilliant ideas wither in obscurity if they fail to connect with the right network, and the consumers that matter most aren't the early adopters, but rather their friends, followers, and imitators -- the audience of your audience.
In his groundbreaking investigation, Atlantic senior editor Derek Thompson uncovers the hidden psychology of why we like what we like and reveals the economics of cultural markets that invisibly shape our lives. Shattering the sentimental myths of hit-making that dominate pop culture and business, Thompson shows quality is insufficient for success, nobody has "good taste," and some of the most popular products in history were one bad break away from utter failure. It may be a new world, but there are some enduring truths to what audiences and consumers want. People love a familiar surprise: a product that is bold, yet sneakily recognizable.
Every business, every artist, every person looking to promote themselves and their work wants to know what makes some works so successful while others disappear. Hit Makers is a magical mystery tour through the last century of pop culture blockbusters and the most valuable currency of the twenty-first century—people’s attention.
From the dawn of impressionist art to the future of Facebook, from small Etsy designers to the origin of Star Wars, Derek Thompson leaves no pet rock unturned to tell the fascinating story of how culture happens and why things become popular.
Derek Thompson is a senior editor at The Atlantic magazine and a weekly news analyst for NPR's "Here and Now." He was born in McLean, Va., in 1986, and he graduated from Northwestern University, in 2008, with a triple major in journalism, political science, and legal studies. He hasn't done much with the latter two. In 2015, he wrote the cover story "A World Without Work" about the future of jobs and technology. "Hit Makers," his first book on the secret histories of pop culture hits and the science of popularity, comes out in February 2017. He has appeared on Forbes' "30 Under 30" list and Time's "140 Best Twitter Feeds." He lives in Manhattan.
Paperback: 368 pages
Publisher: Penguin Books; Reprint edition
Publishing Date: February 6, 2018
Dimensions: 140 x 211 x 20mm | 272g
Language: English
ISBN-10: 1101980338
ISBN-13: 978-1101980330
