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INTRODUCTION
1
The Race for Relevance
The John Irving Problem
Click Signals
Facebook Everywhere
The Data Market
2
The User Is the Content
The Rise and Fall of the General Audience
A New Middleman
The Big Board
Of Apple and Afghanistan
3
The Adderall Society
A Fine Balance
The Adderall Society
The Age of Discovery
On California Island
4
The You Loop
A Bad Theory of You
Targeting Your Weak Spots
A Deep and Narrow Path
Incidents and Adventures
5
The Public Is Irrelevant
Lords of the Cloud
Friendly World Syndrome
The Invisible Campaign
Fragmentation
Discourse and Democracy
6
Hello, World!
The Empire of Clever
The New Architects
Playing It Coy
The $50 Billion Sand Castle
“What Game Are You Playing?”
7
What You Want, Whether You Want It or Not
The Robot with Gaydar
The Future Is Already Here
The End of Theory
No Such Thing as a Free Virtual Lunch
A Shifting World
Losing Control
8
Escape from the City of Ghettos
The Mosaic of Subcultures
What Individuals Can Do
What Companies Can Do
What Governments and Citizens Can Do
ACKNOWLEDGMENTS
FURTHER READING
NOTES
Introduction
Chapter One: The Race for Relevance
Chapter Two: The User Is the Content
Chapter Three: The Adderall Society
Chapter Four: The You Loop
Chapter Five: The Public Is Irrelevant
Chapter Six: Hello, World!
Chapter Seven: What You Want, Whether You Want It or Not
Chapter Eight: Escape from the City of Ghettos
INDEX
Advance Praise for The Filter Bubble
Copyright