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Selasa, 22 Januari 2019

PDF Ebook Everything is Wonderful: Memories of a Collective Farm in Estonia

PDF Ebook Everything is Wonderful: Memories of a Collective Farm in Estonia

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Everything is Wonderful: Memories of a Collective Farm in Estonia

Everything is Wonderful: Memories of a Collective Farm in Estonia


Everything is Wonderful: Memories of a Collective Farm in Estonia


PDF Ebook Everything is Wonderful: Memories of a Collective Farm in Estonia

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Everything is Wonderful: Memories of a Collective Farm in Estonia

Review

“A beautifully remembered account of Rausing’s anthropological fieldwork on a collective farm in Estonia in the 1990s: fascinating as the portrait of an isolated community, and the larger politics of the time.”—Andrew Motion, The Times Literary Supplement (Best Books of the Year)“Pages of dreamlike prose explore Estonia’s terrible Nazi-Soviet past, the trauma of dictatorship, and how memory processes that trauma. . . The farm, dissolved in the mid-1990s, is remembered fondly at times by Rausing . . . In Everything Is Wonderful she evokes the spirit of a lost Baltic community and, in so doing, has written a rather beautiful book.”—Financial Times“Finely observed, intimate description . . . . There is a fragility in [Rausing’s] personal circumstances, too.”—Economist“An entrancing, dreamlike account of rural life in post-Soviet Estonia. . . . [Rausing] has written a strange, wonderful, hallucinatory exploration of a year she spent on a collapsing post-Soviet collective farm in Estonia. . . . She ventures no firm conclusions, and she forces her narrative into no political straightjacket. This is not that kind of book. . . . This is not the story of a moneyed member of the golden elite, but rather of a thoughtful observer trying to make sense of herself and her surroundings. It is extremely affecting.”—Daily Telegraph"Sigrid Rausing's memoir is a charming, unsettling and unusually intimate glimpse into the life of an Estonian village in transition."—Anne Applebaum"A deliciously enjoyable, fascinating and important book that works as scholarship, diary and chronicle—it's a historical study of place, memory and tragedy that reveals the hellish experience of Estonia under Nazis and Soviets, it's a unique anthropological examination of a peculiar now vanished civilisation, the collective farm, and it's also a delightfully quirky diary of a Swedish PhD in the early 1990s that chronicles extraordinary lives of ordinary Estonian people with a playful curiosity."—Simon Sebag Montefiore"Sigrid Rausing’s lyrical and evocative description of a former collective farm on a remote peninsula in Estonia portrays the transition from Soviet rule to independence. A startling and beautiful book."—Lady Antonia Fraser"Intimate, lyrical and evocative—Sigrid Rausing's memoir captures a forgotten world, on the cusp between Soviet occupation and a Western future. A finely drawn literary account of people and places, encompassing history, geography, culture and biography."—Edward Lucas“A delicate, precise, and richly informative memoir of a forgotten Europe and a vanished world.”—Timothy Garton Ash"In 1993-94, Sigrid Rausing spent a year doing anthropological fieldwork in a former collective farm in post-Soviet Estonia. Twenty years on, that work, and the diaries she kept at the time, and later during a return visit in 2003, come together in this remarkable and instructive book, where continually interesting individual characters are given a broader historical and cultural context. Dr. Rausing combines a keen eye for the telling detail with striking—at times lyrical—descriptions of rural lives and landscapes, and in documenting the “lost futures” of those working there, reminds us again of the dreadful human cost of totalitarianism."—Robert Conquest“Beautiful, gentle and haunting. Every single edge in it seems to be frayed. And what a triumph it is to have allowed that frayedness to survive the whole process of writing it down. It is alive like an old frayed tapestry found in old trunk. Perhaps archaically beautiful is the phrase I am groping after. Like a sort of dance of the blind, slow and gentle, feeling its way, the shoes moving carefully over the floor.”—Adam Nicolson“A beautifully written memoir of what it was like to spend a year in Estonia in the early nineties, the first decade of its re-emergence as an independent nation. As the publisher and now editor of Granta, she knows well the qualities of good narrative nonfiction, and her work could easily fit in the pages of her magazine. . . . It is a good thing that Sigrid Rausing has dared to revisit her story and tell it in a way that more readers can grasp it. For the times of transition from darkness to light can be the toughest moments to remember.”—David Rothenberg, Central and Eastern European Life and News (London)“An intimate look at the devastations of communism in Estonia. . . . [a] sensuous, character-rich portrait of the denuded landscape, ruined economy, and erratic, alcoholic personalities she encountered as a dreamy, lonely observer and teacher. . . . [Rausing] unearths fascinating history of this remote area, annexed and depleted by Russia, then Germany, then the Soviet Union. . . . A mellifluous portrait of a country slowly and painfully pulling itself into the European world.”—Kirkus Reviews“Evocative…With a keen, level eye, Rausing reconstructs the blasted landscape of abandoned farmhouses and watchtowers, the truculent personalities of the locals, including her louche drunken landlord Toivo, and the terrible scars of history.”—Publishers Weekly

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About the Author

Sigrid Rausing is a writer, philanthropist, anthropologist, and publisher. She is the founder of the Sigrid Rausing Trust, and publisher of Granta magazine and Granta Books. She is the author of History, Memory, and Identity in Post-Soviet Estonia: The End of a Collective Farm (Oxford Studies in Social and Cultural Anthropology). Everything Is Wonderful is her first trade book.

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Product details

Hardcover: 304 pages

Publisher: Grove Press (March 18, 2014)

Language: English

ISBN-10: 0802122175

ISBN-13: 978-0802122179

Product Dimensions:

6 x 0.8 x 9 inches

Shipping Weight: 14.1 ounces (View shipping rates and policies)

Average Customer Review:

4.0 out of 5 stars

12 customer reviews

Amazon Best Sellers Rank:

#2,181,529 in Books (See Top 100 in Books)

Sigrid Rausing chose to spend a year on a remote collective farm in Estonia during that country's transition from Soviet rule to independence. It was a time of great uncertainty, politically, socially and economically. For Rausing, the general feeling of disorientation and confusion was compounded by linguistic barriers and the psychological difficulties in building relationships with people whose lives and livelihoods were collapsing around them. She is a sensitive, intelligent and well schooled observer, providing rich anthropological commentary interspersed with heartfelt personal observations. The result is a fascinating read about a new society struggling to emerge out of the wreck of the old. The first two thirds of the book is especially informative on Estonian history, culture and identity.

This is an odd book. I loved Estonia when I visited so I was looking to learn more about an obscure but interesting country. The author does weave in some interesting interesting history and cultural anecdotes (some quite funny). But, I got the sense that she really longed to write a classic novel but then would occasionally remember that the work was supposed to be essentially documentary in nature. She's a talented writer gifted at capturing the rhythm and feel of the place but, ultimately, I struggled to stay engaged as the story shifted randomly from wistful daydreaming to chronicling and back with little notice.

Somewhere, painfully there is a story here, half told, mostly silent book about not sure what. No clear description, you must search and search for meaning, Swedes are so to the point of honesty as to be rude but in the writing, you wander around lost and hopeless, maybe the book has no point, hurt to read, I hoped for more, but got a limp handshake.

I read everything I can get my hands on about Estonia, and I learn something with each read. Unfortunately, I learned little from this book. I think there's a little too much personal interaction that is only interesting to the writer, and not the reader.

The book was very helpful explaining all of the ethnic and political influences in Estonia. I spent a few days in the West then Tallinn then Narva. This helps explain the differences.

certainly one of the best books written that shows a different culture and harsh life conditions in a remote part of the world...

Good for anyone wanting to understand the history of Estonia and how that is shaping the liberated Estonia since 1991.

Very interesting book dealing with an area that's been an interest of mine since college. Well written.

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Rabu, 16 Januari 2019

Download Ebook Understanding World Religions: An Interdisciplinary Approach, by Irving Hexham

Download Ebook Understanding World Religions: An Interdisciplinary Approach, by Irving Hexham

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Understanding World Religions: An Interdisciplinary Approach, by Irving Hexham

Understanding World Religions: An Interdisciplinary Approach, by Irving Hexham


Understanding World Religions: An Interdisciplinary Approach, by Irving Hexham


Download Ebook Understanding World Religions: An Interdisciplinary Approach, by Irving Hexham

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Understanding World Religions: An Interdisciplinary Approach, by Irving Hexham

From the Back Cover

Standard introductions to academic fields, such as Anthropology, Economics, History, or Sociology bristle with debates about both facts and interpretations. Yet similar Religious Studies textbooks strenuously avoid anything that might be considered controversial. The virtue of this book is that it removes Religious Studies from the dream world of academic irrelevance into the nitty gritty world of daily life where religions play a major role in shaping social attitudes and behavior. This text helps students to understand the vital role of religion in contemporary society. Recognizing that existing textbooks structure the way course are taught, this text provides the reader with a standard overview of world religions. But rejecting the approach that sees all religions as a reflection of the values of Liberal Protestantism, Irving Hexham recognizes that uncritical descriptions fail to prepare students for the reality of events like the attacks of September 11, 2001, or the ongoing war between Buddhists and Hindus in Sri Lanka. Therefore, he combines empathic description with critical analysis. In his view, understanding precedes criticism, but this does not mean that criticism should be avoided.

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About the Author

Irving Hexham is professor of Religious Studies at the University of Calgary and adjunct professor of World Christianity at Liverpool Hope University. He has published twenty-seven academic books, including The Concise Dictionary of Religion, Understanding Cults and New Religions, and Religion and Economic Thought, plus eighty major academic articles and chapters in books, numerous popular articles, and book reviews. Recently he completed a report for the United Nations’ refugee agency on religious conflict in Africa and another for the Canadian Government’s Department of Canadian Heritage on Religious Publications in Canada. He is listed in Who’s Who in Canada and various scholarly directories. In 2008, he was honored at the historic Humboldt University in Berlin with a Festschrift, Border Crossings: Explorations of an Interdisciplinary Historian (Stuttgart: Franz Steiner Verlag).

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Product details

Hardcover: 512 pages

Publisher: Zondervan; 2nd edition (April 9, 2011)

Language: English

ISBN-10: 0310259444

ISBN-13: 978-0310259442

Product Dimensions:

7.6 x 1.5 x 9.4 inches

Shipping Weight: 2.2 pounds (View shipping rates and policies)

Average Customer Review:

4.7 out of 5 stars

19 customer reviews

Amazon Best Sellers Rank:

#777,936 in Books (See Top 100 in Books)

Using this book for college, this is actually a very great boo, I have enjoyed it thoroughly, anyone who wants to learn about religion can't go wrong getting this book.

Great book to learn about world religions. For people doing missionary work this is a great start to get an understanding of other religions and regions.

Great text book explained every thing I needed it to

This was a required textbook for one of my World Religions classes at Regent University. It was excellent because the publisher has textPlus option on their website (Zondervan). There are videos for each chapter by the Author. There are Q&A's, quizes and flipcards. I loved it. It helped me tremendously.

came in on time and use it constantly for my class :) helps a lotgreat reference in the future as well :)

I'm a lifetime student, but I appreciated this book because it was so very readable. I think sometimes people shy away from 'reading' books like this because they are way too complicated, technical and quite frankly boring! This book was loaded with great information and presented in a very clear and interesting format. Recommend to any level of scholar who is just looking for great insights on world religions.

Good book as an introductory into religion. It does go out of it's way to point of biases in religion studies and discourse. Which is great, it focus on a good amount on all the three types of religions equally, being african, yogic, and abrhamic. It also does a great job in approach, focusing fairly on history, theology, and a case study of a particularly erudite of the religion. My biggest caveat is that the author does have a christian bias that does weasel into the content quite a few times. For example, in the chapter of Judaism, he talks about how Exodus 21 or the Hebrew bible as whole is not similar to the Hammurabi code. The Hammurabi code being of course the ancient Babylonian text that talks about draconian laws such an 'eye for an eye' kind of thing. He goes on to say that the old testament is mostly taken out of context, so therefore the superficial moral reading are entirely wrong. I disagree with the point in saying that in what context is it morally okay to own a slave and beat them into submission? Hexham uses the portion Exodus 21 to describe how that the slaves can be set free if the owner knock a tooth of out them to prove that, yes this text is morally superior, or nice. But I don't buy it as other sections say morally wrong things in conjunctions of sayings of owning slaves which I don't believe to be moral or can be in a context of where it can be. Despite the bias, I really enjoy the book and only made me want to learn more about religion and theology which it does not go into incredibly detail for this kind of book.

Although the information in this book is accurate, its style of writing keeps it from being interesting. Too often the text is cluttered with references to other texts and authors that Hexham studied in the writing of his book. This is information that would be better put in endnotes or footnotes so that the flow of thought is not disturbed and the reader is not distracted by interruptions.

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Rabu, 02 Januari 2019

Download The View from the Cheap Seats: Selected Nonfiction, by Neil Gaiman

Download The View from the Cheap Seats: Selected Nonfiction, by Neil Gaiman

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The View from the Cheap Seats: Selected Nonfiction, by Neil Gaiman

The View from the Cheap Seats: Selected Nonfiction, by Neil Gaiman


The View from the Cheap Seats: Selected Nonfiction, by Neil Gaiman


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The View from the Cheap Seats: Selected Nonfiction, by Neil Gaiman

Review

“Gaiman’s prose reveals the relaxed intimacy of a cherished dinner partner and never loses sight of the big picture. . . . Highly recommended for readers of Gaiman’s work, specifically, and sf and fantasy generally, as well as those interested in cultural criticism and the art and craft of writing.” (Library Journal (starred review) on THE VIEW FROM THE CHEAP SEATS)“Full of devotion and erudition, this is also a glorious love-letter to reading, to writing, to dreaming, to an entire genre.” (Junot Díaz, Pulitzer Prize-winning author of THE BRIEF WONDROUS LIFE OF OSCAR WAO on THE VIEW FROM THE CHEAP SEATS)“If this book came to you during a despairing night, by dawn you would believe in ideas and hope and humans again. This is a beautiful, beautiful book.” (Caitlin Moran, journalist and New York Times bestselling author of How to Build a Girl)

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From the Back Cover

An enthralling collection of nonfiction pieces on myriad topics—from art and artists to dreams, myths, and memories to comics, films, and literature—observed in award-winning, #1 New York Times bestselling author Neil Gaiman’s probing, amusing, and distinctive style.As Neil explains, “This book is not ‘the complete nonfiction of Neil Gaiman.’ It is, instead, a motley bunch of speeches and articles, introductions and essays. Some of them are serious and some of them are frivolous and some of them are earnest and some of them I wrote to try and make people listen.”Illuminating and incisive, witty and wise, The View from the Cheap Seats explores some of the issues, subjects, and people that matter most to Neil Gaiman—and offers a unique glimpse into the mind of one of the most beloved and influential writers of our time.

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Product details

Hardcover: 544 pages

Publisher: William Morrow; 1st Edition edition (May 31, 2016)

Language: English

ISBN-10: 0062262262

ISBN-13: 978-0062262264

Product Dimensions:

6 x 1.6 x 9 inches

Shipping Weight: 1.5 pounds (View shipping rates and policies)

Average Customer Review:

4.5 out of 5 stars

111 customer reviews

Amazon Best Sellers Rank:

#68,064 in Books (See Top 100 in Books)

To paraphrase the author, this book contains some things Neil Gaiman loves, cares about, and believes. It’s a collection of speeches, articles, introductions, and essays on a variety of topics ranging from light-hearted to serious. There’s something in here for every kind of Gaiman fan, whether you love his Sandman comics, his fantasy/sci-fi novels, his Dr. Who episodes, or all of the above. There are also pieces decrying the suppression of free speech and the civil war that has displaced millions of Syrians. Gaiman’s famous “Make Good Art” commencement speech is in here, too. Overall, Gaiman is articulate and enticing in whatever he writes about, and above all, this is a book for readers.In one of the pieces near the beginning, a speech called “Why Our Future Depends on Libraries, Reading and Daydreaming,” Gaiman sets the tone when he says (one of my most favorite quotes in the book), “I’m going to suggest that reading fiction, that reading for pleasure, is one of the most important things one can do.” He admits that, in making such a strong plea for the importance of reading, “I’m biased as a writer. But,” he emphasizes, “I am much, much more biased as a reader.”The View from the Cheap Seats shows his bias in spades. Truly, Gaiman is a reader’s writer: it seems you can’t wander through more than a few pages without tripping over another author or book he’s recommending wholeheartedly. But that is his intention: “I hope that, somewhere in here,” he says, “I will talk about a creator or their work—a book, perhaps, or even a film or a piece of music—that will intrigue you.” If you want to know which writers and artists influenced Gaiman, then and now, he’ll tell you in this book. My TBR has certainly grown from his many enticing recommendations.However, The View from the Cheap Seats is more than a catalogue of books and works of art that have influenced Gaiman; it’s also a tribute to the many people who have touched his life. One of the things I love about being a Neil Gaiman fan is discovering with delight that he has a personal connection to other artists I admire. It’s like tracing a family lineage. I actually discovered Neil Gaiman in a roundabout way through Terry Pratchett. Years ago, I started reading Pratchett’s Discworld series and then found out that the two writers had co-authored a book called Good Omens. Although I started delving into Gaiman’s other work first before finally reading Good Omens years later, it thrilled me to no end knowing that two of my favorite fantasy writers not only knew each other but were also longtime friends and had written a book together. I remember, too, my excitement when I first discovered the friendship between Tori Amos and Neil Gaiman. I used to wonder who was this Neil she kept mentioning in her songs, and now I smile every time I hear the mentions, like it’s a special fan club secret. As a late-bloomer sci-fi fan, I’ve just started delving into Ray Bradbury, and I was happy to learn that Gaiman befriended Bradbury in his later years. The View from the Cheap Seats includes Gaiman’s tributes to all of these artists and many more, including, of course, his wife, the multi-talented, larger-than-life Amanda Palmer. So if you admire some of Gaiman’s friends, as I do, reading this book is like reading about a reunion of sorts: you begin to see family resemblances between Gaiman and the people he cares about.As Gaiman explains, “Literature does not occur in a vacuum. It cannot be a monologue. It has to be a conversation, and new people, new readers, need to be brought into the conversation too.” With The View from the Cheap Seats, Gaiman’s inviting you and me to be part of the conversation.P.S. The titular essay, “The View from the Cheap Seats,” is one of my favorites. I love how Gaiman can take an extraordinary situation like going to the Oscars and describe his experience of it in a way that makes him very human and relatable to the reader. I nodded and smiled throughout, thinking, “Oh, yes, if I ever went to the Oscars, that’s how I’d feel, too.”

Picked this up at the library, drawn by the authors name and my previous, absolute love of his other writings, but after my two weeks were up at the library, and I had only got through 100 pages (slowly reading and savoring each article and chapter), I downloaded the kindle version for further consumption. I am reading this slower than almost any other Gaiman book I've ever picked up, primarily because after he lauds and applauds a particular author or genre, I pause to pick up the suggested reading and have to wait until I've finished the book until this pick it up again.I don't read comics at all, and have never attempted to navigate graphic comics either, but learned some interesting things about those pioneering artists and authors. It's even made me think I should convert a few of my own short stories into comics as well.If you have read his far into the review, I'll offer Gaiman's own prologue advice, if a chapter isn't interesting, skip it. Not every chapter needs to be read, I've skipped over a handful myself, only scanning briefly in case some lucious oyster stands out and catches my eye.

When I first saw Neil Gaiman in person, he was saying this: "The next time someone tells you about comics as the hot investment item of the nineties, do me a favor, and tell them about the tulips."This was the end of his 1993 speech to a room full of comic shop owners and sellers who were experiencing an unprecedented boom in their business - comics were selling as they never had before, and were seen as great investments. Neil's speech was about tulips, and about good comics, and about history and economy. But mostly, it was about tulips.It was a warning: Don't get complacent with the current scenario. We've seen this sort of thing before, and it didn't end well. Focus on selling good comics, the comics you love, and the future will be the brighter for it. "Remember what it is you're selling people," he implored. It was a strangely controversial speech, and was not well-received by many of those in attendance.I thought it was brilliant. As an introduction to Neil Gaiman the man, beyond the visionary author behind Sandman, it's hard to imagine a better way to come to understand how he views the world around him. Neil was charming and witty and humble, but also strangely wise. He brought an obscure historical analogy about tulips, as described in a century-old book about popular delusions, into a room full of people enjoying their success in a modern medium, and he warned them of what the tulips had to say about the comics industry. For those listening, he made his point perfectly. For those listening, he was an inspiration to do better. Sadly, not everyone was listening.The text of Neil's 1993 speech is reprinted in 'The View from the Cheap Seats.' It's one of many such speeches, introductions, articles, and musings you'll find in these pages, and here's the thing: they're all like that. All are written with wit and with wisdom, in a voice that is similar to the one you hear in Neil's fictions, but more distinctly him. There's a natural humility and warmth that exudes each piece, and with each one, you learn a little more about the things he's seen, what he loves, and who he is. Like that 1993 speech, each piece reveals an aspect of the man behind the fiction - these pieces read like a conversation, the good kind of conversation that keeps you up until the grey hours of the morning because you don't want it to end.We see his love of literature, of course, and get a sense of the authors who shaped him as a writer and as a reader. We hear about people he's known and people he's worked with. We experience the change of a deeply British author who moves to midwestern America. We see his love of music and musicians, films and filmmakers, art and artists, and comic books. Of course, comic books.Often in these little glimpses of his mind and heart, Neil is unabashedly enthusiastic. He gets to expound upon and explain why he loves the tales of Lord Dunsany, the comics of Will Eisner, the experience of working with Charles Vess. And these are delightful to read. But there is also the strange melancholy of Neil in attendance at the Oscars, on the first anniversary of the death of his father, and the barely-contained rage against the impending death of old friends. For their insight into Gaiman the man, and their insights into our own brief lives, these pieces are no less valuable than the jubilant ones.If you're already a fan of Neil Gaiman, there's a good chance you've seen (or heard) some of these pieces already, as I had. As this collection spans over 25 years of material, there's an even better chance that you'll find something new, something you'd never even known about, that will surprise and delight you. Opening these pages is a little like meeting Neil for the first time, over and over again, and that is an experience not to be missed.25 years ago, I was fortunate to meet Neil in person, on the same night he gave his speech, and to have a few minutes to talk to him. I remember that he was wearing sunglasses, even though we were indoors, and that he smiled. I don't remember what either of us said, but I remember that he seemed kind, and more than a little surprised at all the attention he was getting. I hope I told him how much I appreciated his work on Sandman, and how much I enjoyed and was inspired by the speech he shared with us.But, just in case I failed to do so: Neil, you were brilliant. I won't forget about the tulips.

I am a lifelong fan of Neil Gaiman and read everything he writes repeatedly. Sadly, I cannot say the same about this. Though it's an interesting premise and I love the way Gaiman thinks and writes, the subject matter of many of these stories, speeches and snippets just weren't interesting to me. I found myself skipping over passages because I wasn't familiar with the source material that he was talking about. As much as a fan of his as I am, (and I once stood in a thunderstorm where lighting was hitting the parking lot of the comic book store he was appearing at, just to get an autograph) I just didn't find this book compelling enough to keep me interested.

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Selasa, 01 Januari 2019

Download Ebook Marketing the Moon: The Selling of the Apollo Lunar Program (The MIT Press), by David Meerman Scott Richard Jurek

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Marketing the Moon: The Selling of the Apollo Lunar Program (The MIT Press), by David Meerman Scott Richard Jurek


Marketing the Moon: The Selling of the Apollo Lunar Program (The MIT Press), by David Meerman Scott Richard Jurek


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Marketing the Moon: The Selling of the Apollo Lunar Program (The MIT Press), by David Meerman Scott Richard Jurek

Review

A well-written look at how NASA, industry, and the media covered the Apollo missions.....Marketing the Moon provides a fascinating look at the marketing of humanity's first missions to the Moon, as well as a reminder that space exploration, including first-of-their-kind missions to other worlds in our solar system, do not sell themselves.―Jeff Foust, The Space ReviewThe book tells an entertaining and engaging story, but there's a lot to learn from here, as well...And it's a beautiful book. Lavishly illustrated, it's a book for the coffee table, the office desk, the lobby. Full-page illustrations; covers and excerpts of glossy magazines from the era, as well as full-page 'asides' on related topics: Disney's Tomorrowland; the '50s sci-fi television series Space Patrol; Soviet Russian efforts to inspire with elaborate futuristic space films of their own. And much more...The text boxes and asides are just as fascinating and informative as the main narrative itself. And it's impeccably researched: from how reporters with low-budget media improvised launch coverage, to how contractors ingeniously pioneered new methods of colour photography. The authors leave no stone unturned - not even moon rocks, whose complicated fate in international diplomacy they chronicle as well. Those with an interest in marketing and complex project management will find the book particularly interesting, but it's accessible for the general public and will enthrall any space enthusiast.―PopMattersThe book is a highly illustrated tour-de-force of the particular way government and industry grabbed the attention of the media and, at first without planning it, wooed the public and seduced print and electronic news channels to get behind the biggest message of the day.―David Baker, SpaceflightMarketing the Moon records elegantly and precisely such details, but it tells an important and generally understated sociological story of how the Apollo program changed the way we see the world in a different sense too: it introduced new expectations of 'live television', of unedited audio transcripts, or direct access to experts and officials. All this openness was remarkable in the context of a space program launched in the shadow of the fiasco of the Bay of Pigs invasion and driven by the military's need to 'beat the Russians'.―The PhilosopherU.S. government goes 'Mad Men' on Apollo, gets it right.―Tyler Cohen, New York Times MagazineScott and Jurek devote a whole chapter of 'Marketing the Moon'―which, it should be noted, overflows with beautiful photographs, drawings, and illustrations―to the broadcast and reporting of the Apollo 11 moon landing. The main thing, they show, was that it was live―and that its liveness embodied, in itself, the bravery and risk of the mission. Gene Cernan, the last astronaut to walk on the moon, describes it this way: 'We didn't say, 'We'll tell you about it in two weeks.' We took you with us. The power of television is unbelievable. That's what television does. What you are seeing is happening at this instant. … [T]he thing that brought so much prestige to this country is that every launch, every landing on the Moon, and every walk on the Moon was given freely to the world in real time. We didn't doctor up the movie, didn't edit anything out; what was said was said.' CBS covered the Apollo 11 landing for thirty-two continuous hours; it set up special screens in Central Park so that people could watch in a crowd. Ninety-four per cent of TV-owning American households tuned in. Without television, the moon landing would have been a merely impressive achievement―an expensive stunt, to the cynical. Instead, seen live, unedited, and everywhere, it became a genuine experience of global intimacy.―Joshua Rothman, The New YorkerSomething profound had changed since the early days of the heroic, untouchable space heroes. In Marketing the Moon, David Meerman Scott and Richard Jurek do a masterful job defining that something and placing it within a much broader exploration of how the U.S. space program acquired such mythic status in the first place―before it abruptly, sadly crumbled away. Along the way, the authors achieve something I doubted was possible: They provide fresh and important insights into the Apollo program, nearly half a century after the fact.―Corey S. Powell, American ScientistIf you're interested in the public affairs side of the Apollo era, I'd highly recommend Marketing the Moon. It dives into one of the least often discussed but vitally important aspects of bringing a lunar mission from concept to reality.―Amy Shira Teitel, Popular ScienceI'd like to sing the praises of large-format, image-heavy historical books that are creative in approach and gorgeous to peruse.... As a gift for anyone who's interested in space or the history of advertising, Marketing the Moon: The Selling of the Apollo Lunar Program by David Meerman Scott and Richard Jurek will fascinate. The book chronicles the extensive effort made to get the Apollo program favorable press coverage, and to explain the science behind the effort to the public. (I ran images of two tracking wheels, distributed to press to provide technical context for the missions, on this blog in May.) Its pages include many reproductions of materials from press kits, television broadcasts, and advertisements.―Rebecca Onion, SlateMarketing the Moon: The Selling of the Apollo Lunar Program is a comprehensive look at the successes and the challenges of launching a massive marketing program. Marketing and communication managers will find countless insights into the pitfalls as well as the rewards of creating and nurturing their own initiatives…―Journal of Product & Brand Management

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Review

Marketing the Moon is a fascinating look at how NASA and its partners brought the Moon to the world's living rooms. Apollo's revered place in the collective imagination stems, in large part, from the efforts detailed in this book.―Fritz Johnston, Vice President, Brand and Advertising, The Boeing CompanyDon't think for a moment that NASA masterminded a PR campaign that brought the Apollo missions into our living rooms. Just like everything else about the Moon program, how―and how much―to share Apollo with the public was a learn-as-you-go affair that involved not only NASA's public affairs office but top NASA managers and even astronauts. As this excellent and informative book details, even the idea of live television from the Moon was a matter of heated debate, and there were moments when it might've gone the other way. Thank heaven it didn't: When humans first voyaged to the moon, they took the world along.―Andrew Chaikin, author of A Man on the MoonTo call the Apollo Program the greatest marketing exploit of the 20th century is not hyperbole, but, as David Meerman Scott and Richard Jurek show us, simply a statement of fact. Thanks to this thorough and detailed account, we can better understand not just the talent and dedication of the Mad Men-era professionals who sold the Moon to a global public, but also the larger transformation of statecraft into stagecraft, and the enduring and irreversible transformation of the public sphere into an enterprise of image creation, and manipulation.―Nicholas de Monchaux, Associate Professor of Architecture and Urban Design, University of California, Berkeley, and author of Spacesuit: Fashioning ApolloWe have long known that NASA mobilized a broad public relations campaign supporting the Apollo program of the 1960s. We have not known until now, with the publication of Marketing the Moon by David Meerman Scott and Richard Jurek, the details of the campaign. Scott and Jurek offer a compelling account of these great efforts, informed by interviews with many of the participants, and well-illustrated by unique imagery and documents.―Roger D. Launius, Senior Curator, Smithsonian National Air and Space MuseumPresident Kennedy hoped the nation would succeed in sending a man into space and landing on the Moon. Though he did not live to see it happen, his dream was fulfilled. David Meerman Scott and Richard Jurek's Marketing the Moon shows us in vivid detail what it took to make this happen. This is one of the great stories of the 20th century.―Alan Brinkley, Allan Nevins Professor of American History, Columbia University

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Product details

Series: The MIT Press

Hardcover: 144 pages

Publisher: The MIT Press (February 28, 2014)

Language: English

ISBN-10: 0262026961

ISBN-13: 978-0262026963

Product Dimensions:

11.2 x 0.8 x 9.5 inches

Shipping Weight: 2.4 pounds (View shipping rates and policies)

Average Customer Review:

4.7 out of 5 stars

33 customer reviews

Amazon Best Sellers Rank:

#542,720 in Books (See Top 100 in Books)

This terrific book is both entertaining and informative. Beginning with the formation of NASA the authors explain how the agency found its voice, how the decision was made to be honest and transparent and how the writers thought of themselves as reporters instead of public relations people ("We put out news releases, not press releases.")The role of television, arguably the most important aspect of marketing the flights, is handled well by explaining both the political and technical challenges of the time. And the topic of astronauts as celebrities is explored at depth with surprising conclusions.The book contains wonderful photos of commercial ads, technical manuals and marketing pieces from NASA and their contractors during this time. These items, many from the authors' personal collections, are a highlight of the book. There are also many interesting personal anecdotes in the book, from the reasons Paul Haney quit his job to an incident involving Neil Armstrong's parents which reveals much about Neil himself.We all know how the story ends - the public and media lost interest rapidly after the first landing, missions were cancelled and we haven't returned to the moon since Apollo. This was actually a failure of marketing by NASA to keep the public engaged, and this aspect of the program is covered as well.I couldn't put the book down. Highly recommended.

Even as an older child (I was seven when Shepard lifted off) I was aware that most people did not share my enthusiasm for space exploration in general and manned space flight in specific. After reading "Marketing the Moon" I now know why. For most Americans Apollo was pretty much the home-team fans leaving the stands at the end of the third quarter because they knew their team would win. Well, I already knew that, but Scott and Jurek demonstrate the depth of disinterest to a level new to me. I guess I know how Linus felt trying to convince his friends of the great Pumpkin - or something like that.In their book the authors display how NASA PR, industry and consumer companies, and the three major TV networks kept America's space efforts front and center for all of the 1960s as the events were happening (this angle was in diametric opposition to the mostly closed Soviet program). As well, for all of the 1950s private media, most notably Collier's magazine and the Walt Disney Company, pushed the idea of manned space flight to a receptive population. As events turned out that reception and anticipation was for the most part shallow and fleeting. Once the goal was accomplished, for those on Capital Hill, in the boardrooms of NBC, CBS and ABC, and on Main Street the game was over. The black-and-white TV images from the early Apollo missions were barely passable. The later missions broadcast excellent color signals in real time, but no one in the general population saw those live broadcasts - the networks wouldn't carry them. NASA PR wasn't able to keep its brand from crashing.This is an excellent book in content, lavishly illustrated and well laid out. It's a must read for any space cadet. It is easily paired with Megan Prelinger's "Another Science Fiction - Advertising the Space Race 1957-1962," also excellent.

I've read most of the space books that are out there. But this book I could not put down until I finished it. It is so much more than a history of our space program or a description of the marketing principles that NASA used. It is really a truly unique examination of the amazing national effort that resulted in the greatest scientific feat of all time - and how the ordinary citizen from age 8 to 80 became an integral part of it all! I learned so much from reading Marketing the Moon. This story made me feel proud to be an American and at the same time left me wondering - why can't we get the public behind a similar effort today? Rich Jurek and David Meerman Scott bring a totally fresh perspective to our space program with many very cool photos, images and "back stories" never seen or heard unitil they reached this book. Every American should read this book -- especially during this time where leadership and direction seems to be lacking - to see that it CAN be done again....that we really DO have the capability to take on a big project or goal and get our country aligned in the same unified direction. An absolute must read!

Awesome book and well worth the price.If you are a fan of space and the race to the moon in the 60's, "Marketing the Moon" is a must. I have read many books about that era and I must say this provides a fresh angle that I had not thought about before. Lots of pictures/images and insights that were new to me and they made the story of that time come alive again!Perhaps you are not a student of the space race but are looking at this as more of a marketing case study. If that is the case, I would also highly recommend, as after reading the book, I would say it is indeed true that this was the most significant marketing campaign ever undertaken.This is a book you won't want to put down. It also looks great as a "coffee table" book. Highly recommended!

everything about the selling of apollo and the nasa space program. One of the thing's I think someone should do is a book about the late Reuters correspondent Mary Bubb, one of the first female reporters covering space. noted for her hats at every launch.You see on photo of her in Houston during an apollo mission. Mary was a person who knew all the secerts. And it tells the story of Disney's take on selling space via Tommorowland. Plus it shows the piles of swag that the contractors gave out to the press. It's a great book that just gets into the subject of selling a big technology program to the US public. Well worth reading

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