--- schema_version: "library-reader-v1" source_type: "original_book" title: "14410512" author: null edition: null publisher: null year: null isbn: "9787508681948" library_document_id: "522f0795-2372-4d31-8b2a-aee96946e042" source_sha256: "ca1f3eadfbfa5bfeea59d896d509d5cb885590a3b3292658498dda0c38b497e0" pdf_physical_page_count: 466 pdf_physical_page_index_base: 0 range_start: 420 range_count: 10 html_url: "https://workshop.closeclaw.top/api/ai/read/522f0795-2372-4d31-8b2a-aee96946e042?start=420&limit=10" markdown_url: "https://workshop.closeclaw.top/api/ai/read/522f0795-2372-4d31-8b2a-aee96946e042.md?start=420&limit=10" previous_url: "https://workshop.closeclaw.top/api/ai/read/522f0795-2372-4d31-8b2a-aee96946e042.md?start=410&limit=10" next_url: "https://workshop.closeclaw.top/api/ai/read/522f0795-2372-4d31-8b2a-aee96946e042.md?start=430&limit=10" --- # 14410512 > 页码规则：PDF_PHYSICAL_PAGE_INDEX 是从 0 开始的权威文件物理页索引；PRINTED_PAGE 是页面中识别出的印刷页码，可能为空，二者不得混用。 ## PDF_PHYSICAL_PAGE_INDEX=420 | PRINTED_PAGE=NOT_DETECTED 这一切或许只是一场梦?走到21世纪头10年的尾声，对于有钱人和科技通来说，他们或许有这样的感受：在奈飞或亚马逊看无广告的电视节目，在可以将广告过滤掉的手机或电脑上读电子书或浏览网页。这很容易让人觉得虽然注意力商人曾风靡一个世纪，但他们的时代已经过去。那个关乎利益的时代成为中场间隔，我们正在通往更好的世界。也许，利用注意力来套利的漫漫黑夜，甚至是广告本身——通过它，我们的意识被廉价买进，高价卖出——终究也要结束了。当然，对于广告的最理想目标观众群，即年轻人和富人来说，广告似乎成为人们健康生活中要摆脱的毒质。这又是一个被误以为有益无害的20世纪新发明，就像含糖软饮料、加工食品、日光浴床。 夸张地说，也许是这样的。但是进入21世纪以来，人们对广告日渐厌恶，愿意花钱来求得一份安静，这对于广告业的注意力商人和他们的经纪人来说谈不上是好消息。如同迈克尔·沃尔夫指出的:总的来说，如今的电视业主要依赖节目订阅费，这占其收入的50%，一个前所未闻的百分比；同时，移动网络被围攻，有线网络逐渐被遗忘。这些趋势与人们一种逐渐强烈的感受不谋而合，那就是媒体过度捕获我们的注意力已经成为一种危机，看上去似乎注意力商人的确已经无处容身了。 后记 ## PDF_PHYSICAL_PAGE_INDEX=421 | PRINTED_PAGE=402 但从长远来看，就像我们故事中写的，大众对广告的反感一定代表着更大的波动。毕竟在过去的几百年里，关于这个濒临死亡的行业，我们至少谈了4次。很多时候，这个聚会看上去似乎已经结束，消费者也已彻底逃跑，然而注意力商人总是能找到办法开发崭新的机器，似乎能从古老的丛林中开辟出一条路。20世纪60年代，反商业主义高潮达到最顶峰，这很大程度上使注意力商人的实力超过以往。即使是科研人员设计的万维网，也被要求在通信方面给商业主义致命的一击，但这些自有其本身的逻辑。广告总会变得没有那么令人厌烦或给人带来干扰，于是人们重拾对于“免费”物品的喜爱。这样长远来看，我们很难想象这一行业可能会逐渐消失。它的初衷简单得令人不可思议：赢得人们的注意力是为了换取些许乐趣，然后再将其转卖给娱乐公司。 21世纪头10年，掐线用户和杜绝广告人群扮演了重要角色，但他们的所作所为没有什么新意。他们还是继续在监督我们与注意力商人的交易上下工夫：节目内容是哥伦比亚广播公司的晚间新闻呢，还是YouTube上的仓鼠视频。由于注意力行业也同其他行业一样，需要不断发展，交易的条件也在持续增加。这通常对我们不利，因为更多的注意力换取的仅是很小的娱乐性。对广告周期性的厌恶也因此不可预测，但又十分必要。如果注意力经济对我们有益(不仅仅剥削我们)，我们应该更加注意它的运作，并积极表达我们对它恶化趋势的不满。就像我们所看到的，有时除了用法律来补救注意力经济过剩外，已别无他法。 然而，本书中所提的最紧迫的问题并不是关于广告是好是坏、是否是不可避免的灾祸这样无休止的争论。我们身处的这个时代，最紧迫的问题不是注意力商人应该怎样开展业务，而是在何处、在何时去经营与它有关的商业。我们所处的社会，长期严重忽视了在某些其他状况中，我们可以要求采用分区制的商业活动规则，无论是象征性的还是如实的。这个问题揭示一种实质，即我们如何评价曾经的私人生活。 402 注意力经济 ## PDF_PHYSICAL_PAGE_INDEX=422 | PRINTED_PAGE=403 本书以一则故事开篇，讲述广告在公立学校的发展，这种新的现象基于尚未明确的前提：对于商业剥削，我们一丝一毫的注意力都是可捕获的猎物。正如我们所看到的，这种模式在20世纪慢慢传播开来，势不可当，直到它真真正正在我们拥有的时间和空间里消失。人们感到震惊，防止注意力商人进入我们的生活并没有什么必要。之前，技术为自己施加了限制，然而当这些限制被有效地消除时，我们要问一些基本问题：我们在民营和商业之间分清界线了吗?如果是，那么面对平常的干扰突击，我们应把什么样的时间和空间看作十分宝贵的、私人的或神圣不可侵犯的呢?在过去，顾客对这些问题做了回答，但随着技术已超出之前的限制，我们似乎很少为传统规则所打动。 曾经，传统对人们可能被打扰的地点、时间设定了限制。即使拥有先进技术，接近在家的人们也并不简单，更不用说走路或在出租车里面了。对于大多数人来说，宗教习俗经常确定了不可侵犯的固定空间和时间。不太正式的标准，比如留给家庭聚餐的时间，也值得考虑。当今世界，隐私得不到保护，商业入侵却是个例外。过去，现实可能困难重重，令人沮丧，但优点是自动为人们创造受保护的空间，这产生了有益的影响。 过去的半个世纪是空前的个人主义时代，让我们用各种不可能的方式去生活。我们被赋予权利来创造我们的注意力生活，但是这种权利并没有受到人们的充分赏识。甚至在等待就医时，我们的手指上也存在一个世界：我们查看邮件，浏览喜欢的网站，玩游戏，看电影。而曾经我们用一摞摞旧杂志来充实自己。但许多新的可能性也侵蚀了私人生活。所以这产生某些悖论：面对这样完全个体化的注意力生活，我们应该活得不那么像自己，应该变成各种各样媒体和设备的奴隶。没有经过我们同意，我们大多数人被动地让自己暴露在随地、随时的注意力商业的炒作之下。如果有阻止这种趋势蔓延的分区计划，那么它必须是个人意愿上的行动。 后记 403 ## PDF_PHYSICAL_PAGE_INDEX=423 | PRINTED_PAGE=404 这可以用术语来表达，叫作人类改造项目。打比方来说，努力改造某些(其他）自然资源就像把废弃的停车场还原成荒地。未来的世纪，需要得到保护的至关重要的人力资源似乎成为我们自身的意识和精神世界。实际上，我们可以先从个人做出渐进式改变来开始行动，做些留出整块时间这样简单的事，比如留出周末的时间，远离注意力商人来度过这段时光。从当前的“拔去电源插头”“数字安息日”等做法中可以看到人们首次做出的行动。这样的推动力也可以为人们改造更多的庇护所，不仅有作家的后院小屋，还有教室、办公室和家—任何我们想要与其他人接触、需要高度集中才能完成一些事的地方，这样的实践行动开始为集体以及个人带来益处。 改造我们的时间和注意力，这样的目标很容易得到赞美，但完成这样的目标十分困难。即使拿一个周末来说，改变自己根深蒂固的习惯也非常痛苦，这些习惯有：查看邮件、登陆脸谱网和其他社交媒体；随意浏览新闻故事，更不用说吸引人的点击诱饵；躺倒在沙发上，一连几个小时浏览电视频道。这种困境反映了多年来的注意力调整和注意力商人决定用一切可能的办法，尽可能延长人们与他们在一起的时间，当我们埋头工作，全神贯注读一本书，或陪伴孩子玩耍时，我们也可能被注意力商人的光线偷走了。他们想要我们，需要我们不断闲逛，为的是其娱乐业的权利、利益；收看他们设计规划的商业广告，或者用可以增进品牌效益的方式，追赶我们的朋友。 404 注意力经济 ## PDF_PHYSICAL_PAGE_INDEX=424 | PRINTED_PAGE=405 如果需要有所实际行动来解决改造自身注意力的不适感，那么就有必要考虑失败要付出的代价。无论我们的个人目标是什么，我们想完成的事情是什么，注意力商人的目标与我们的目标普遍不一致。你会坐下来花多长时间做一个计划?比如，写一封邮件或上网买件东西。几个小时过去了，你感到疑惑，刚才发生了什么。所有人都习惯把醒着的时间浪费在碎片式的认知上，而不是专心致志地度过，总是向不断被打扰妥协。这样一个世界要付出怎样的代价？在这点上，我们的生活已经与受僧侣或修道士熏陶的生活截然相反，无论是在东方还是西方，僧侣和修道士的目标是收获高度集中注意力结成的果实。具有讽刺意味的是，可悲、分散的精神状态不是因为我们缺乏动力而是出于一种特殊商业的驱动，这种商业甚至都不是特别让人有利可图。其他的私人企业很可能也有了同样的理由来抱怨个人和社会。毫无疑问，当估算我们与注意力商人相处时间的总体经济价值时，人们为之震惊。我们不仅拖了自己生产力指数的后腿，还拖了经济学家提出的措施的后腿，如果能让我们对此提高警惕就好了。 实际上，无论我们承认与否，注意力商人都扮演了重要角色：决定我们的生活方向，人类的未来未来生活只不过是每个人精神状态的运行总和。这听起来太夸张吗?美国的实用主义来源于威廉·詹姆斯。在他逝世后，注意力产业迎来了繁荣时代。詹姆斯认为我们的生活经历，最终其实是我们专注做的事情，处于危险中的是类似于一个人怎样去生活的问题。如果没有其他的问题，那应该大大提高对无数交易的监察，而我们总是习惯性地向这些交易屈服。更重要的是，这让我们偶尔对交易的重要性放弃思考。如果我们渴望未来的生活摆脱宣传的奴役，不再被消费者和名人文化麻痹，我们首先必须要认识到我们自身注意力的宝贵，并且下定决心，不再像我们之前那样，经常廉价又轻率地分散注意力。接下来我们必须行动，无论是个人还是集体，让我们做注意力的主人，重获生活中每一次体验的所有权。 后记 405 ## PDF_PHYSICAL_PAGE_INDEX=425 | PRINTED_PAGE=406 406 注意力经济 ## PDF_PHYSICAL_PAGE_INDEX=426 | PRINTED_PAGE=NOT_DETECTED 第1章 最初的注意力商人 1. Sources for the rise of the New York Sun and its rivals include Frank O'Brien, The Story of the Sun, New York, 1833–1918 (New York: George H. Doran, 1918); Matthew Goodman, The Sun and the Moon: The Remarkable True Account of Hoaxers,Showmen,Dueling Journalists, and Lunar Man-Bats in Nineteenth Century New York (New York: Basic Books, 2o1o). Other sources on the NewYork press of the 183os include John D. Stevens, Sensationalism and the New York Press (New York: Columbia University Press, 1991); Lorman A. Ratner and Dwight L. Teeter Jr., Fanatics and Fire-eaters: Newspapers and the Coming of the Civil War (Urbana: University of Illinois Press, 2003). 2. Blair Converse. "The Beginnings of the Penny Press in New York” (MA thesis, University of Wisconsin, 1918); Leo Bogart,“The Business of Newspapers," in Press and Public: Who Reads What, When, Where, and Why in American Newspapers (Hillsdale, NJ: Lawrence Erlbaum Associates, 1989). 3. Day imported one more trick from Britain: hiring boys, some as young as five,as well as poor immigrants to hawk his papers in the street, shouting out the headlines, a preindustrial way of gathering attention. Supplied with 1oo papers for 67 cents cash (or 75 cents credit), theboys were guaranteed a nice profit if they could sell out their supply. 4. The theory of agrowing“public sphere” in the eighteenth and nineteenth centuries belongs to Jürgen Habermas, who premised it on the rise ofnewspaper reading, coffeehouse discussions, and other places for communications among members of the public.See also Jürgen Habermas, The Structural Transformation ofthe Public Sphere, trans. Thomas Burger (Cambridge, MA: MIT Press, 1991); andRobert E. 注释 ## PDF_PHYSICAL_PAGE_INDEX=427 | PRINTED_PAGE=408 Park, "Sociology and the Social Sciences: The Social Organism and the Collective Mind,"American Journal of Sociology 27(1921). 5. For more on cognitive models on attention, see Michael I. Posner and Charles R. R. Snyder,"Attention and Cognitive Control," in Information Processing andCognition: The Loyola Symposium, ed. R.L. Solso (Hillsdale, NJ: Lawrence Erlbaum Associates, 1975). 6. The original text ofthe story has since been reprinted. See Richard Adams Locke and Joseph Nicolas Nicollet, The Moon Hoax; or, A Discovery That the Moon Has aVast Population of Human Beings (New York: William Gowens,1859),8. 7. H. Hazel Hahn, Scenes of Parisian Modernity: Culture and Consumption in the Nineteenth Century, 189 (New York: Palgrave Macmillan, 2oo9); and Alexander Cowan and JillSteward, eds., The City and the Senses: Urban Culture Since Isoo (Burlington VT: Ashgate Publishing, 2007), 167–70. 8. The greatWilliamJames understood how important is the ability to ignore, when in 189o, he wrote that attention “is the taking possession by the mind, in clear and vivid form, of one out of what seem several simultaneously possible objects or trains of thought" and that it "implies withdrawal from some things in order to deal effectively with others." WilliamJames, The Principles of Psychology, vol. 1 (New York: Henry Holt and Co., 189o), 403-4. 9. Guus Pijpers, "Brain Matters," in Information Overload:A System for Better Managing Everyday Data (Hoboken, NJ: John Wiley & Sons, 2o1o); E. Bruce Goldstein, Cognitive Psychology: Connecting Mind, Research and Everyday Experience, 4th ed. (Boston: Cengage Learning,2015). 10. H. Hazel Hahn, "Street Picturesque: Advertising in Paris, 183o-1914" (PhD diss., University of California, Berkeley, 1997). See also“A Brief History of the Poster,"International Poster Gallery, accessed November 25, 2o15,http://www.internationalposter .com/about-poster-art/a-brief-history-of.aspx. 11. Karl Marx and Friedrich Engels, The Communist Manifesto (Minneapolis: Filiquarian Publishing, 2005), 10. 12. Terry E. O'Reilly and Mike Tennant, The Age of Persuasion: How Marketing Ate Our Culture(Toronto: Random House of Canada, 2009), 35-40. 第2章策划专利药物广告的高手 1. Claude C. Hopkins, My Life in Advertising (New York: Harper & Brothers, 1917), 202. Though an autobiography, and therefore anecdotal in nature, Hopkins claims that his book was primarily intended to serve not “as a personal history, but as a business story”to coach others in the art of advertising. 2. For more detailed information about Hopkins, see Stephen R. Fox,The Mirror Makers: A History of American Advertisingand Its Creators (New York: William Morrow, 1984), 52. 3. Drayton Bird, Commonsense Direct and Digital Marketing (London: Kogan Page 2007),336. 4. Hopkins had first been hired as assistant bookkeeper, eventually becoming head bookkeeper for the Bissell Carpet Sweeper Company. Later, he had come across an inadequate advertising pamphlet for carpet sweepers and requested to re-create it. The company eventuallyadopted Hopkins's advertising pamphlet.Subsequently, he focused on ways to increase product demand andrecognized that Christmaswas fast approaching. For this reason, Hopkins designed a campaign that would advertise the carpet sweepers as"the Queen ofChristmas Presents."For moreinformation, see Jeffrey L. Cruikshank and Arthur W. Schultz, The Man Who Sold America: The Amazing (but True!) Story of Albert D. Lasker and the Creation of the Advertising Century (Boston:Harvard Business Review Press, 2oio); and Robert Schorman,"Claude Hopkins, Earnest Calkins, Bissell Carpet Sweepers and the Birth of Modern Advertising,"Journal of theGilded Age and Progressive Era (2o08). 408 注意力经济 ## PDF_PHYSICAL_PAGE_INDEX=428 | PRINTED_PAGE=409 5. See Philip M. Taylor, The Projection of Britain: British Overseas Publicity and Propaganda, 1919–1939 (Cambridge, UK: Cambridge UniversityPress, 1981), 78, for more informationon perspectives of publicity and propaganda during the era. 6. Phillip Schaff, ed., The Ante-Nicene Fathers (Peabody, MA: Hendrickson Publishers, 2004). 7. Paul F. Bradshaw, EarlyChristian Worship: A Basic Introduction to Ideas and Practice (Collegeville, MN: Liturgical Press, 1996), 73. 8. According to a recent Pew study, one fifth of the U.S. public do not affiliate with religion, increasing just over 15 percent from five years prior. The growth ofthese religiously unaffiliated Americans, known as the "nones,"likely results from generational displacement. For more information, as wellas leading theories that attempt to explain the rise of the “nones,"see"Nones' on the Rise," Pew Research Center,last modified October 9, 2012, http://www.pewforum.org/2012/1o/09/nones-on -the-rise/; and "ACloser Look at America's Rapidly GrowingReligious Nones,"" Pew Research Center, last modifiedMay 13, 2o1s, http://www.pewresearch.org/fact -tank/2o15/o5/13/a-closer-look-at-americas-rapidly-growing-religious-nones/. 9. At Dr.Shoop's he met and likely worked with a Canadiancopywriter named John C. Kennedy. Kennedy would later be remembered as theinventor ofsomething called "reason-why"advertising, though early advertising lore, like early advertising itself, is full of spurious claims. (For his part, Kennedy claimed to be a former Royal Canadian Mountie, though doubts have been raised about the truth of that as well.) 1o. For images of the described advertisements Kickapoo Indian Medicine Co.'s Sagwa and Clark Stanley's Snake Oil, among other similar medical remedy advertisements from the late 18oos and early 19oos, see“Here Today, Here Tomorrow:Medical Show,"U.S. National Library of Medicine, last modified September 21, 2o1, https:// www.nlm.nih.gov/exhibition/ephemera/medshow.html. I1. The full advertisement can be found in the Farmers' Review, published on January 1, 1902. See"Farmers'Review, 1 January 1902,"Illinois Digital Newspaper Collections, accessedJanuary 26, 2o16,http://idnc.library.illinois.edu/cgi-bin/illinois?a=d&d =FFR19020101.2.37. 12. Dan Hurley, NaturalCauses: Death, Lies, and Policies in America's Herbal Supplement Industry (New York: Broadway Books, 2oo6), 24. Itappears, however, that theoriginalfascination with snake oil followedfrom thearrival ofthe Chinese railroad workers in the 18oos, who hadbrought with them snake oil. The remedy was made from theoil of the Chinese water snake, which was rich in omega-3 acids and reduced inflammation of thejoints.Eventually, the remedy would be shared with Americans, but with the lack of Chinese water snakes in the U.S., many wondered how they would be able to create their own version. Ultimately, Clark Stanley touted the healing power of therattlesnake, without reference tothe original Chinese snake oil. For more information on the history of snake oil,see Lakshmi Gandhi, "A History of Snake OilSalesman,""NPR, August 26, 2o13, http://www.npr.org/sections /codeswitch/2013/08/26/215761377/a-history-of-snake-oil-salesmen. 13. This Liquozone ad, including a coupon for a free bottle, appearedin many newspapers. For an example, see T.P.'s Weekly 6 (December I, 1905). 注释 409 ## PDF_PHYSICAL_PAGE_INDEX=429 | PRINTED_PAGE=410 14. Within a year of running the first ad for Liquozone, the company received over 1.5 million requests for a free bottle. While the average cost per request was only 18 cents, the average sale per request was 91 cents. 15. This claim by Liquozone was later featured in Samuel Hopkins Adams's article "Liquozone,"part of a series exposing the fraudulent patent medicine industry.Samuel Hopkins Adams, The Great American Fraud (New York: P. F. Collier & Son, 1906). 16. Samuel V. Kennedy, Samuel Hopkins Adams and the Business of Writing (Syracuse: Syracuse University Press, 1999). 17. Samuel Hopkins Adams,"Medical Support of Nostrums,"Maryland Medical Journal 49(19o6). Hopkins urged those investigating patent medicine to make sure that their attacks on the industry were careful and supported by the truth, or else they would lose public confidence 18. Samuel Hopkins Adams, The Great American Fraud, supra. 19. In fact, the six guinea pigs inoculated with diphtheria bacilli and treated with Liquozone died within seventy-two hours, whereas two out of three untreated guinea pigs remained alive after receiving the same amount of diphtheria culture. 20. Theodore Roosevelt, “Applied Ethics in Journalism,” The Outlook, April 15, 1911, 807. 21. U.S. Food and Drug Administration, “Notices of Judgment Under the Food and Drugs Act," N.J. 4944(1918). 22. Hopkins gave à speech before the Sphinx Club of New York on January 14, 1909, confessing, "Perhaps you, as I, have longed to be a Jack London. It is a happy position where one may contribute to the amusement of mankind. Such men are known and applauded. They are welcomed and wanted, for they lift the clouds ofcare. But those who know us, know us only as searchers after others' dollars."Stephen R. Fox, The Mirror Makers: A History of American Advertising and Its Creators (Chicago: University of Illinois Press, 1997). 第3章英国政府的“一战”动员 1. John Oakes, Kitchener's Lost Boys: From the Playing Fields to the Killing Fields (Stroud, UK: History Press, 2009). 2. Henry D. Davray, Lord Kitchener: His Work and His Prestige (London: T. F. Unwin Limited, 1917), 96; Edmund Burke, The Annual Register, Vol. 158 (London: Longmans, Green, 1917). 3. Niall Ferguson, Empire: The Rise and Demise of the British World Order and the Lessons for Global Power (New York: Basic Books, 2oo4), 242. See also John Oakes, Kitchener's Lost Boys: From the Playing Fields to the Killing Fields (Stroud, UK: History Press, 2009). 4. Bernard Lewis, Swansea in the Great War (Barnsley, UK: Pen &Sword Books, 2o14); “Talk: Otto von Bismarck," last modified July 27, 2o15, www.wikiquote.org/wiki/ Talk:Otto\_von\_Bismarck. For more facts about the German army, see Spencer C. Tucker and Priscilla Roberts, eds., The Encyclopedia of World War I (Santa Barbara: ABC-CLIO, 2005). 5. This quote is from Geraldine M. Boylan,“Wilfred Owen's Response to Propaganda, Patriotism and the Language of War," Revista Canaria de Estudios Ingleses 38 (1999). See also Sir George Arthur, Life of Lord Kitchener, Vol. 3 (New York: Macmillan, 192o); and Robert K. Johns, Battle Beneath the Trenches: The Cornish Miners of 251 TunnellingCompany RE (Barnsley, UK: Pen & Sword Books, 2015). 410 注意力经济 下一段：[继续读取](https://workshop.closeclaw.top/api/ai/read/522f0795-2372-4d31-8b2a-aee96946e042.md?start=430&limit=10)