具体描述
“Fascinating … A compelling blend of cultural anthropology and business journalism.” — Andrea Sachs, Time Magazine
“An often startling tour of new cultural terrain.” — Laura Miller, Salon
“Marked by meticulous research and careful conclusions, this superbly readable book confirms New York Times journalist Walker as an expert on consumerism. … [A] thoughtful and unhurried investigation into consumerism that pushes the analysis to the maximum…” — Publisher’s Weekly ( starred review)
Brands are dead. Advertising no longer works. Weaned on TiVo, the Internet, and other emerging technologies, the short-attention-span generation has become immune to marketing. Consumers are “in control.” Or so we’re told.
In Buying In , New York Times Magazine “Consumed” columnist Rob Walker argues that this accepted wisdom misses a much more important and lasting cultural shift. As technology has created avenues for advertising anywhere and everywhere, people are embracing brands more than ever before–creating brands of their own and participating in marketing campaigns for their favorite brands in unprecedented ways. Increasingly, motivated consumers are pitching in to spread the gospel virally, whether by creating Internet video ads for Converse All Stars or becoming word-of-mouth “agents” touting products to friends and family on behalf of huge corporations. In the process, they–we–have begun to funnel cultural, political, and community activities through connections with brands.
Walker explores this changing cultural landscape–including a practice he calls “murketing,” blending the terms murky and marketing–by introducing us to the creative marketers, entrepreneurs, artists, and community organizers who have found a way to thrive within it. Using profiles of brands old and new, including Timberland, American Apparel, Pabst Blue Ribbon, Red Bull, iPod, and Livestrong, Walker demonstrates the ways in which buyers adopt products, not just as consumer choices, but as conscious expressions of their identities.
Part marketing primer, part work of cultural anthropology, Buying In reveals why now, more than ever, we are what we buy–and vice versa.
Praise for Buying In
“Walker … makes a startling claim: Far from being immune to advertising, as many people think, American consumers are increasingly active participants in the marketing process. … [He] leads readers through a series of lucid case studies to demonstrate that, in many cases, consumers actively participate in infusing a brand with meaning. … Convincing.” — Jay Dixit, The Washington Post
“Walker lays out his theory in well-written, entertaining detail.” — Seth Stevenson, Slate
“ Buying In delves into the attitudes of the global consumer in the age of plenty, and, well, we aren’t too pretty. Walker carries the reader on a frenetically paced tour of senseless consumption spanning from Viking ranges to custom high-tops.” — Robert Blinn, Core77
“Rob Walker is one smart shopper.” — Jen Trolio, ReadyMade
“The most trenchant psychoanalyst of our consumer selves is Rob Walker. This is a fresh and fascinating exploration of the places where material culture and identity intersect.”
–Michael Pollan, author of In Defense of Food
“This book has vast social implications, far beyond the fields of marketing and branding. It obliterates our old paradigm of companies (the bad guys) corrupting our children (the innocents) via commercials. In this new world, media-literate young people freely and willingly co-opt the brands, and most companies are clueless bystanders desperate to keep up. I really don't know if this is good news or bad news, but I can say, with certainty, that this book is a must-read.”
–Po Bronson, author of What Should I Do with My Life?
“Rob Walker is a gift. He shows that in our shattered, scattered world, powerful brands are existential, insinuating themselves into the human questions ‘What am I about?’ and ‘How do I connect?’ His insight that brand influence is becoming both more pervasive and more hidden–that we are not so self-defined as we like to think–should make us disturbed, and vigilant.”
–Jim Collins, author of Good to Great
“Rob Walker is a terrific writerwho understands both human nature and the business world. His book is highly entertaining, but it’s also a deeply thoughtful look at the ways in which marketing meets the modern psyche.”
–Bethany McLean, editor at large, Fortune , and co-author of The Smartest Guys in the Room
“Are we living in an era of YouTube-empowered, brand-rejecting consumers? Rob Walker has the surprising answers, and you won’t want to miss this joyride through the front lines of consumer culture. A marketing must-read.”
–Chip Heath and Dan Heath, authors of Made to Stick
“Rob Walker brilliantly deconstructs the religion of consumption. Love his column, couldn’t put his book down.”
–Paco Underhill, author of Why We Buy
作者简介
Rob Walker (born 1968 in Texas) is a freelance journalist and the "Consumed" columnist for The New York Times.
His writing — on such subjects as money culture, advertising, music, and sequential artists — has appeared in many magazines and newspapers. Walker has worked as an editor for the New York Times Magazine, Money, and The American Lawyer, among other publications. He is also the former "Moneybox" columnist for Slate.com.
目录信息
读后感
对我来说，这本书其实并不那么好读，主要原因是因为这本书更多的是关于Marketing，而不是社会学，而我对Marketing这个行业又完全不了解。我是带着了解消费主义的mindset来读这本书的，虽说行得通，但是总是感觉到有些错位。而作为一本已经有一定年岁的书，它的内容又显得有点过...
评分对我来说，这本书其实并不那么好读，主要原因是因为这本书更多的是关于Marketing，而不是社会学，而我对Marketing这个行业又完全不了解。我是带着了解消费主义的mindset来读这本书的，虽说行得通，但是总是感觉到有些错位。而作为一本已经有一定年岁的书，它的内容又显得有点过...
评分对我来说，这本书其实并不那么好读，主要原因是因为这本书更多的是关于Marketing，而不是社会学，而我对Marketing这个行业又完全不了解。我是带着了解消费主义的mindset来读这本书的，虽说行得通，但是总是感觉到有些错位。而作为一本已经有一定年岁的书，它的内容又显得有点过...
评分对我来说，这本书其实并不那么好读，主要原因是因为这本书更多的是关于Marketing，而不是社会学，而我对Marketing这个行业又完全不了解。我是带着了解消费主义的mindset来读这本书的，虽说行得通，但是总是感觉到有些错位。而作为一本已经有一定年岁的书，它的内容又显得有点过...
评分对我来说，这本书其实并不那么好读，主要原因是因为这本书更多的是关于Marketing，而不是社会学，而我对Marketing这个行业又完全不了解。我是带着了解消费主义的mindset来读这本书的，虽说行得通，但是总是感觉到有些错位。而作为一本已经有一定年岁的书，它的内容又显得有点过...
用户评价
这部作品读起来，简直像是一场深入心底的自我对话，文字的触感细腻得让人有些手足无措。它没有宏大的叙事背景，也没有跌宕起伏的故事情节，反倒是聚焦于日常生活中那些稍纵即逝的微小瞬间。我发现作者的笔触极其克制，仿佛一位技艺精湛的画家，在处理每一个细节时都留有余地，让人在阅读的过程中不断地停下来，回味刚刚读过的句子。比如，书中描绘清晨阳光穿过百叶窗投射在地板上的光影，那种斑驳陆离、忽明忽暗的状态，被刻画得栩栩如生，我甚至能感觉到空气中尘埃微微浮动的气息。这种对感官体验的极致捕捉，使得整本书读起来有一种沉浸式的冥想效果。它不是那种需要你紧抓不放、生怕错过任何情节的类型，而是像一杯温热的茶，需要你慢慢品茗，让那些蕴含其中的情绪和哲思慢慢渗透到你的思绪深处。整本书的节奏是缓慢而舒缓的，没有刻意的煽情，也没有生硬的说教，一切都自然而然地发生，就像生活本身一样，充满了难以言喻的韵味和留白，让人在合上书本之后，依然能感受到那份淡淡的、挥之不去的宁静。
评分这本书的文字密度极高，每一句话都像是经过了反复的锤炼和筛选，几乎没有一个多余的词汇。它带给我一种近乎于阅读古老哲学文本的敬畏感，尽管主题是现代的，但其表达的凝练和深刻程度却直追那些需要字斟句酌的经典。我花了很长时间去揣摩其中一些句子的修辞手法，发现作者惯用反常的搭配和意想不到的转折来制造张力。例如，将抽象的概念具象化，把冰冷的事实赋予了近乎生物性的描述，使得原本枯燥的议题瞬间鲜活了起来。对于那些追求语言美感和表达精确性的读者来说，这本书简直是一场盛宴。它挑战了我们对语言的常规理解，迫使我们重新审视词语与事物之间的关系。阅读过程中，我常常需要借助纸笔，把那些让我眼前一亮的句子抄录下来，反复品味其结构和韵律。这种需要高度专注力的阅读体验，虽然略显疲惫，但换来的是对语言驾驭能力的一种全新认知，实在物超所值。
评分如果用一种音乐的体裁来形容这本书，那它无疑是一部氛围音乐（Ambient Music），没有明显的旋律主线，但整个音景（Soundscape）却异常丰富和引人入胜。作者似乎非常擅长运用环境和场景来烘托人物的内在状态，而不是通过直接的内心独白。比如，书中描绘一个下雨的午后，重点不在于人物在想什么，而在于雨水敲打窗户的节奏、空气中弥漫的湿冷气味，以及远处模糊的城市声响，这些元素共同构建了一种无可名状的忧郁感。这种叙事手法非常高级，它避免了直白的情感倾泻，转而通过感官的刺激，让读者自己去“感受”而不是“被告知”角色的心境。我发现自己不自觉地加快了翻书的速度，却又在关键时刻放慢，生怕错过那些转瞬即逝的意象。这种被文字牵引着、在快与慢之间反复拉扯的感觉，本身就是一种独特的阅读享受。全书读下来，留下的不是对具体事件的记忆，而是一种挥之不去的情绪底色，像陈年的酒，后劲十足。
评分这部作品给我的整体感觉是“克制的美学”。它探讨的主题无疑是宏大而沉重的，涉及存在、时间、记忆等永恒的母题，但作者处理这些主题的方式却出奇的轻盈和疏离。你不会在其中找到通常文学作品中常见的戏剧性冲突或者强烈的情感爆发点，相反，一切都处理得如同隔着一层薄纱，朦胧而又清晰。这种“疏离感”反而产生了一种强大的引力，它让你不自觉地去探究那层薄纱背后的真实景象。书中关于“遗忘的力量”的论述尤为精妙，作者没有试图去歌颂记忆的永恒，反而赞美了那些被时间自然冲刷掉的部分，认为那才是构成个体身份的真正基石。这种颠覆性的视角令人耳目一新。整本书的叙事节奏如同一个深海潜水员，缓慢地下潜，适应深处的压力，观察那些奇特的光怪陆离的生命形态，然后带着敬畏而平稳地上浮。读完后，我没有感到被信息轰炸，反而有一种被轻轻托举起来的释然感，仿佛经历了一次深刻的灵魂洗涤。
评分这本书的结构就像一个精密的万花筒，看似随意转动，实则每一面都折射出不同的光怪陆离。作者似乎对“界限”这个概念有着近乎偏执的探索欲，不断地在不同的领域间游走、模糊，然后又重新定义它们。我尤其欣赏其中探讨“连接”与“疏离”的那些章节，那种用极其冷静的笔调去剖析人际关系中那些微妙的张力，既保持了文学作品的温度，又带有一定的社会学观察的锐度。它不是那种让你读完后拍案叫绝、总结出三点人生智慧的“快餐读物”，相反，它更像是一面镜子，映照出我们自身在面对复杂选择时的犹豫和摇摆。书中引用的那些看似毫不相干的案例和引述，被巧妙地编织在一起，形成了一种复杂的网状结构，你需要自己去寻找那些隐藏的关联。这种阅读体验是极具挑战性的，因为它要求读者主动参与到意义的构建过程中，而不是被动接受既定的结论。读完之后，我感觉自己像是经历了一次思维的体操，神经得到了很好的拉伸和锻炼，对很多习以为常的观念产生了新的质疑。
评分整体有点道理，但真的需要这么多内容才能说明白吗？
评分整体有点道理，但真的需要这么多内容才能说明白吗？
评分整体有点道理，但真的需要这么多内容才能说明白吗？
评分整体有点道理，但真的需要这么多内容才能说明白吗？
评分整体有点道理，但真的需要这么多内容才能说明白吗？
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