Rabu, 25 Agustus 2010

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31 Days Before Your CCNA Routing and Switching Exam: A Day-by-day Review Guide for the ICND2 (200-101) Certification Exam

  • Published on: 1800
  • Binding: Paperback

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Minggu, 22 Agustus 2010

[C472.Ebook] PDF Ebook Buyology: Truth and Lies About Why We Buy, by Martin Lindstrom

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Buyology: Truth and Lies About Why We Buy, by Martin Lindstrom

How much do we know about why we buy? What truly influences our decisions in today's message-cluttered world? An eye-grabbing advertisement, a catchy slogan, an infectious jingle? Or do our buying decisions take place below the surface, so deep within our subconscious minds, we're barely aware of them?

In BUYOLOGY, Lindstrom, who was voted one of Time Magazine's most influential people of 2009, presents the astonishing findings from his groundbreaking, three-year, seven-million-dollar neuromarketing study, a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His startling results shatter much of what we have long believed about what seduces our interest and drives us to buy. Among the questions he explores:

Does sex actually sell? To what extent do people in skimpy clothing and suggestive poses persuade us to buy products?
Despite government bans, does subliminal advertising still surround us – from bars to highway billboards to supermarket shelves?
Can "Cool" brands, like iPods, trigger our mating instincts?
Can other senses – smell, touch, and sound - be so powerful as to physically arouse us when we see a product?
Do companies copy from the world of religion and create rituals – like drinking a Corona with a lime – to capture our hard-earned dollars?

Filled with entertaining inside stories about how we respond to such well-known brands as Marlboro, Nokia, Calvin Klein, Ford, and American Idol, BUYOLOGY is a fascinating and shocking journey into the mind of today's consumer that will captivate anyone who's been seduced – or turned off – by marketers' relentless attempts to win our loyalty, our money, and our minds.

  • Sales Rank: #28428 in Books
  • Published on: 2010-02-02
  • Released on: 2010-02-02
  • Original language: English
  • Number of items: 1
  • Dimensions: 7.98" h x .68" w x 5.17" l, .51 pounds
  • Binding: Paperback
  • 272 pages

From Publishers Weekly
Through extensive and expensive research, Lindstrom provides an adequate primer on what neuroscience studies can tell society—particularly marketers—about how selling (and more important, buying) works. Whether considering the roles of sex, religion, product placement or contradictions in consumer habits between what they say and what they do, Lindstrom explores how brain-scan studies reveal an avalanche of information about what works and what doesn't. Though the information is intriguing, Lindstrom's disregard for the potential abuses of such information (such as marketers purposely manipulating people to buy products that are harmful, of which there is a proven track record) makes his enthusiasm suspect. Don Leslie provides a good voice for nonfiction material, using a congenial tone with good emphasis to keep the listeners engaged. His gentle but deep voice creates the impression of an older person imparting knowledge upon the youth, which may also lend some authority to the text. A Doubleday hardcover. (Oct.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Review
"A page-turner"
-Newsweek

" Lindstrom dishes up results, alongside a buffet of past research, with clear writing and deft reasoning."
-Fast Company

“Lindstrom … has an encyclopedic knowledge of advertising history and an abundance of real-world business experience”
-The Washington Post

“Martin Lindstrom, the boy wonder of branding, tells that the future of shopping is all in the mind”
-The Sunday Times (UK)

“Shatters conventional wisdom”
- CNBC

"...brings together a great many strands of research to build a fascinating case. The writing is snappy and the book’s a page turner"
-BBC Focus Magazine

“Lindstrom's research should be of interest to any company launching a new product or brand”
-USA Today

"Lindstrom...has an original, inquisitive mind...His new book is a fascinating look at how consumers perceive logos, ads, commercials, brands, and products."
-Time

“When someone tells you that a book is a "page-turner," you probably think of the latest top-list best-seller. Now you'll think of Buyology….Pick up a copy of this book and get one of those highlighting thingamajiggies before you fix your ad budget for the new year. "Buyology" is definitely money well-spent.”
-The Eagle Tribune


“An entertaining and informative tome”
-The Seattle Examiner


“Why do rational people act irrationally? Written like a fast paced detective novel, "Buyology" unveils what neuromarketers know about our decision making so we can buy and sell more insightfully."
- Dr. Mehmet C Oz Professor of Surgery, Columbia University, and author of YOU -The Owner’s Manual

“Move over Tipping Point and Made to Stick because there’s a new book in town: Buyology. This book lights the way for smart marketers and entrepreneurs.”
-Guy Kawasaki, Author of The Art of the Start

"Martin Lindstrom is one of branding's most original thinkers"
-Robert A. Eckert, CEO & Chairman, Mattel, Inc.

“Lindstrom takes us on a fascinating journey inside the consumer brain. Why do we make the decisions we do? Surprising and eye opening, Buyology is a must for anyone conducting a marketing campaign.”
-Ori Brafman, author of the bestselling book, Sway

"Full of intriguing stories on how the brain, brands and emotions drive consumer choice. Martin Lindstrom’s brilliant blending of marketing and neuroscience supplies us with a deeper understanding of the dynamic, largely unconscious forces that shape our  decision making. One reading of this book and you will look at consumer and producer behavior in an entirely new light.”
-Philip Kotler, Ph.D., S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

"A riveting read. Challenging, exciting, provocative, clever, and, even more importantly, useful!"
-Andrew Robertson, CEO & President, BBDO Worldwide


Lindstrom can be a charming writer. He has an encyclopedic knowledge of advertising history and an abundance of real-world business experience


From the Hardcover edition.

From the Publisher
New research shows how we really make buying decisions

Most helpful customer reviews

300 of 322 people found the following review helpful.
Infomercial?
By C. P. Anderson
This book has a very interesting premise - using MRI to examine, not cognition, memory, or emotion, but advertising. And some of the results are rather interesting. For example:

- Negative messages (anti-smoking ads, say) can activate desires just as easily as positive ones.
- Strong brands can activate the same brain centers as do religious topics.
- Indirect advertising (the coke glasses sitting in front of the American Idol judges) can be more effective than direct advertising.

Probably the biggest takeaway is that what people say and how they really feel are not the same. Actually, having written all this out, I'm not sure that these results really are all that unexpected and interesting after all. ;^)

My biggest beef with the book is how thin it is beyond the basic reporting of results. Yes, it actually is over 200 pages (just barely), but there is an awful lot of padding in there. Part of that is going over some very basic ideas (subliminal advertising, e.g.) ad infinitum, but also being extremely anecdotal. I like anecdotes, and feel they make for a great read, but the author really goes overboard - especially when it comes to anecdotes about himself.

In fact, the author's ego really gets in the way here. Here are some samples:

"But this study wasn't going to come cheap, and I knew that without corporate backing, it was dead in the water. But when I get an idea in my head that keeps me up at night, I'm persistent. Politely pushy, you might call it. Those twenty-seven messages on your answering machine. They're all from me (sorry)."

and

"By way of profession, I'm a global branding expert. That is, it's been a lifelong mission (and passion) to figure out how consumers think ... If you look around, chances are you'll find my branding fingerprints all over your house or apartment ... As a branding expert and brand futurist (meaning that the sum of my globe-hopping experience gives me a helicopter view of probable future consumer and advertising trends) ..."

and

"I've been told more times than I can count that my appearance is as unconventional as what I do for a living ... My features [he has a baby face], my raked-back blond hair, and my habit of wearing all black give a lot of people the impression that I'm some kind of quirky child evangelist, or maybe some precocious, slightly wired high-school student who got lost on the way to the science lab and ended up in a corporate boardroom by mistake. I've gotten used to it over the years. I suppose you could say it has evolved into my brand."

Overall, the tone of the book is more one of simply trying to drive business (including a URL to his site in the book's last sentence) than actually reporting anything seriously. A little sad, given the premise and all the hype and expectation the author tries to generate.

This also brings up the issue of ethics, which the author barely touches on. Apart from the issue of the book being basically a long infomercial, I also wondered about the intrusiveness and manipulation that would be inherent in applying some of the findings. It really only gets an oops-almost-forgot two sentences at the end of the book:

"Because that is a world in which we, the consumers, can escape all the tricks and traps that companies use to seduce us to their products and get us to buy and take back our rational minds. And I hope that by writing Buyology, this is the world I have helped bring about."

A much better read would be Click: What Millions of People Are Doing Online and Why it Matters - same large topic, but much more interesting, informative - and modest.

146 of 160 people found the following review helpful.
Should have been a 3 page magazine article
By John Coley
This book was 50% review of other brands and ad campaigns, 30% bragging about how cool the "experiments" were, 10% new data that was only semi compelling, and 10% telling you what they just told you.

If they really stretched it, this should have been a 3 page article in a reader's digest. Maybe a 1,000 word article in the WSJ.

The most interesting thing I learned was about "mirror neurons" and how our brains imagine, e.g., eating an apple when only watching someone else do it. But that is not enough for a whole book. There were other tidbits but not worth the $ or effort to learn them.

I bought this book on tape along with "Tribes" by Godin. Audible is giving that one away for free. I would have paid $20 for Tribes and nothing for Buyology. It's almost as if the author of Buyology said "well since I have spent all this money for research I guess I should write a book."

139 of 153 people found the following review helpful.
5 minutes of clear thinking will answer every question you might have thought this book would answer.
By David McDowell
This is the first book in a long time I felt like taking back, and demanding a refund.

Filled with common-sense observations inflated with info-mercial style prose, it's a shadow of the scientific study it claims to be.

Each chapter pounds you with juvenile "imagine this!" scenarios, while providing little scientific backing for the author's conclusions. After each disappointing narrative, he promises the next chapter has "groundbreaking new science!" Clearly, he has mastered the art of hype, for that's mostly what this book is.

Those looking for information on motivation and thinking patterns will be best served to look elsewhere.

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Sabtu, 21 Agustus 2010

[X714.Ebook] PDF Download Comparative Anatomy and Histology: A Mouse and Human Atlas (Expert Consult)From Academic Press

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Comparative Anatomy and Histology: A Mouse and Human Atlas (Expert Consult)From Academic Press

Comparative Anatomy and Histology: A Mouse and Human Atlas is aimed at the new mouse investigator as well as medical and veterinary pathologists who need to expand their knowledge base into comparative anatomy and histology. It guides the reader through normal mouse anatomy and histology using direct comparison to the human. The side by side comparison of mouse and human tissues highlight the unique biology of the mouse, which has great impact on the validation of mouse models of human disease.

  • Offers the first comprehensive source for comparing human and mouse anatomy and histology through over 600 full-color images, in one reference work
  • Experts from both human and veterinary fields take readers through each organ system in a side-by-side comparative approach to anatomy and histology - human Netter anatomy images along with Netter-style mouse images
  • Enables human and veterinary pathologists to examine tissue samples with greater accuracy and confidence
  • Teaches biomedical researchers to examine the histologic changes in their mutant mice

  • Sales Rank: #488531 in Books
  • Published on: 2011-12-30
  • Original language: English
  • Number of items: 1
  • Dimensions: 11.10" h x 1.10" w x 8.80" l, 3.70 pounds
  • Binding: Hardcover
  • 474 pages

Review

"…we now have a comparative anatomy and histology book that will be an indispensable reference source for laboratory animal veterinarians and biomedical researchers…the reader will benefit from a healthy sprinkling of physiology that is found throughout the book…it has my strongest recommendation as a ‘got to have it’ book."--Laboratory Animal Practitioner, March 2014 "This volume is an excellent resource with illustrative histological and anatomical figures, comprehensive and comparative descriptions, and recommended references. It will be especially useful to investigations using mice as models of human disease as well as to medical and veterinary pathologists."--Anticancer Research, Volume 33, Issue no. 5, May 2013 "Long overdue, the editors have assembled a vast array of knowledge, protocols, lab lore and practical advice in a concise, well illustrated, and easily accessible volume of practical comparative anatomy of the mouse and human. Students learning anatomy and histology at a practical level by the necessity of the mouse experiments in their laboratories will love this resource. I would recommend that any investigator asking a student, fellow or technician to do mouse necropsy and dissection should provide a copy of this book (and ideally further training in one of the nationally available or online courses in mouse pathology). Even for veterinary pathologists who are more familiar with comparative anatomy, the focus in their training is rarely on the mouse and never on the human. The strict inclusion of just these two species provides an important and practical simplification of critical issues in using the mouse to model human disease. This book is long overdue and much needed in any of the thousands of laboratories performing research with mice."--Alexander D. Borowsky, M.D., D.A.B.P., Associate Professor of Pathology and Laboratory Medicine, Center for Comparative Medicine, UC Davis, CA, USA "Given the importance of the laboratory mouse in safety assessment and risk assessment, this text on the comparative anatomy and histology of the mouse and human represents a unique and highly tangible contribution and essential tool for basic and clinical researchers, drug developers, and toxicologists. The authors of individual chapters provide excellent full color gross and photomicrographic depiction of mouse and human anatomy and histology accompanying a tersely written and comprehensive text dealing with the important anatomical and functional components of each organ system. The figures are clearly labeled with easy to understand legends. Tables detailing similarities and differences in cellular composition for each organ system are provided. Chapters are clearly written and organized for easy access to important comparative features of mouse and human anatomy. As an additional bonus, brief ‘Need-to-Know" snippets of take-away summary points are provided throughout each chapter. Each chapter is followed by a recommended reading list. I highly recommend this book."--R. R. Maronpot, DVM. MS, MPH. Chief of Laboratory of Experimental Pathology, NIEHS, NIH. (Retired). Maronpot Consulting LLC, Raleigh, NC, USA "Comparative Anatomy and Histology:  A Mouse and Human Atlas is an excellent resource for researchers using mouse models to study human disease.  The "need to know" bullets in each chapter are useful for the generalist with extensive detail that will prove useful to those needing more in-depth detail of the cellular structure of mouse and human tissues.  The color figures and anatomical drawings are of excellent quality.  A very useful feature is contrasting the differences between humans and the mouse.  This book will be an excellent resource to investigators in a variety of disciplines."--Gary A. Boorman, DVM, MS, PhD, Diplomate ACVP, Diplomate ACLAM, Diplomate ABT, Pathologist, Covance Laboratories, Inc., Chantilly, VA, USA "The editors and authors of this book have created a useful reference that can serve as a text for teaching the important comparative aspects of human and mouse histology and anatomy to medical and veterinary pathologists, as well as researchers using mouse models. Twenty-three chapters, organized by system and authored by a well-qualified stable of experts, provide a very comprehensive text, strengthened by large numbers of gross and microscopic images throughout the work. The juxtaposition of images and text for each species throughout the book provides a unique perspective that sets a new standard for comparative atlases. The extensive use of very well-rendered medical illustrations to supplement the high-quality microscopic and dissection photography will make this book a classic resource for pathologists, researchers and laboratory animal specialists throughout their careers…. The scope and completeness of this work makes an exhaustive review of every chapter or feature beyond the scope of any one reviewer, but the editors have done a yeoman’s job in striving for both completeness and consistent presentation…. This is a book that many scientists from a wide range of disciplines will want to have on their shelves or computers long into the future."--Lab Animal, August 2012, Volume 41, No. 8, Page 223 "The text is well written and divided into 23 chapters addressing each of the organ systems as well as basic techniques and approaches to evaluating mouse models. Each chapter begins with a general introduction to the organ system and its function(s) followed by detailed descriptions of the anatomy and histology. Each anatomic region within the organ system is subdivided and discussed both at the anatomic and histologic levels with diagrams, tables, and images. Although the target audience is experienced histologists and pathologists, the text occasionally digresses into details that seem more suited to a basic histology text (although distracting, it does not detract from the overall value). The image quality in the atlas is excellent, and there are many diagrams and tables summarizing comparative anatomy and histology for a given organ system. One feature I particularly liked were the ‘Need-to-know’ bullet points that highlighted specific differences between the mouse and human, which were located adjacent to the figures. In general, the bullet points clearly identified the species for which the points were intended. Occasionally, how- ever, the species was not defined and had to be ascertained from the figures with which it was affiliated. Overall, this much-needed atlas is of high quality, both in its images and in its text, figures, and tables. I feel that this book is a great reference and would be an excellent addition to any mouse pathologist’s library."--Veterinary Pathology, 49(5), page 886

From the Back Cover

"Long overdue, the editors have assembled a vast array of knowledge, protocols, lab lore and practical advice in a concise, well illustrated, and easily accessible volume of practical comparative anatomy of the mouse and human. Students learning anatomy and histology at a practical level by the necessity of the mouse experiments in their laboratories will love this resource. I would recommend that any investigator asking a student, fellow or technician to do mouse necropsy and dissection should provide a copy of this book (and ideally further training in one of the nationally available or online courses in mouse pathology). Even for veterinary pathologists who are more familiar with comparative anatomy, the focus in their training is rarely on the mouse and never on the human. The strict inclusion of just these two species provides an important and practical simplification of critical issues in using the mouse to model human disease. This book is long overdue and much needed in any of the thousands of laboratories performing research with mice."

--Alexander D. Borowsky, M.D., D.A.B.P., Associate Professor of Pathology and Laboratory Medicine, Center for Comparative Medicine, UC Davis, CA, USA

"Given the importance of the laboratory mouse in safety assessment and risk assessment, this text on the comparative anatomy and histology of the mouse and human represents a unique and highly tangible contribution and essential tool for basic and clinical researchers, drug developers, and toxicologists. The authors of individual chapters provide excellent full color gross and photomicrographic depiction of mouse and human anatomy and histology accompanying a tersely written and comprehensive text dealing with the important anatomical and functional components of each organ system. The figures are clearly labeled with easy to understand legends. Tables detailing similarities and differences in cellular composition for each organ system are provided. Chapters are clearly written and organized for easy access to important comparative features of mouse and human anatomy. As an additional bonus, brief ‘Need-to-Know" snippets of take-away summary points are provided throughout each chapter. Each chapter is followed by a recommended reading list. I highly recommend this book."

--R. R. Maronpot, DVM. MS, MPH. Chief of Laboratory of Experimental Pathology, NIEHS, NIH. (Retired). Maronpot Consulting LLC, Raleigh, NC, USA

"Comparative Anatomy and Histology:  A Mouse and Human Atlas is an excellent resource for researchers using mouse models to study human disease.  The "need to know" bullets in each chapter are useful for the generalist with extensive detail that will prove useful to those needing more in-depth detail of the cellular structure of mouse and human tissues.  The color figures and anatomical drawings are of excellent quality.  A very useful feature is contrasting the differences between humans and the mouse.  This book will be an excellent resource to investigators in a variety of disciplines."

--Gary A. Boorman, DVM, MS, PhD, Diplomate ACVP, Diplomate ACLAM, Diplomate ABT, Pathologist, Covance Laboratories, Inc., Chantilly, VA, USA

About the Author
Assistant Professor and Chief of Comparative Pathology
Department of Comparative Medicine & Histology and Imaging Core
School of Medicine, University of Washington, Seattle, WA, USA

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8 of 10 people found the following review helpful.
Still a bit rough.
By sam
Working in a field where translational research is very important, I was excited about this book and had some expectations. I really liked the idea of having a book with great images to point my finger on and say: "Look, that's the difference!"

So far I spend a few hours looking at/reading the book, and it satisfies me only in some aspects.

First of all, the authors claim that the atlas "will introduce readers to many of the unique differences between mouse and human gross and histologic anatomy." But browsing, the histology images are rather dominant and the gross anatomy images are mostly from netterimages.com (so, if you study or work in the respective field, you have probably seen them before. As these images have not been drawn just for this book, there is a marked difference in style. This makes it difficult to tell whether the less detailed information in the mouse images is due to real difference in structure or difference in display.

Another problem I have with the images is the missing size indicator. The authors give this explanation: "The difference in sizes between mouse and human body, organs, and tissues makes it challenging to capture subgross and histologic images at the same magnification because this would result in poorly oriented and minuscule mouse images. Instead, we have optimized magnifications for ease of visualization, most often capturing mouse images at a higher magnification than human. There are notable exceptions where we have noted original magnifications or commented on the sizing differences. Micrometer bars are not included on the majority of images because they are distracting and irrelevant."
I agree that the images have to be adjusted in size, but the last sentence is nonsense. The missing size bars make comparison with other imaging modalities difficult and the only reason I can see to not show them is that it is a lot of work to track magnification of images and have it correctly displayed.

This leads to my last criticism. I think the book looks a bit rough overall. The normal font size is too large for my taste and not justified and there is no persistent layout to the images and labelling.
I also found two figures that got obviously mixed up in the cardio section and I could not find contact information to tell somebody about the mistake (which actually makes me write this review, as I just have to say something about this book, NOW!). Despite the lacking information the authors claim: "We suspect that most of our critical readers will be pathologists and will be vociferously opinionated. We welcome their opining along with suggestions for improvement."
On the positive side, I like the online access you get when buying the hard copy (all citations I give in this review are taken from there). I also like the tables to sum up differences and I acknowledge that gathering the presented information is not an easy task.

Conclusion: I give this book a two star rating for layout and content, but add another one for filling the gap in between mouse and human anatomy for translational research. However, if you are not in desperate need for a book like this, maybe wait for the second edition...

1 of 1 people found the following review helpful.
what this was great!
By Amazon Customer
You have got to be kidding this book was awesome! It is was it says it is a comparative guide, the online expertconsult allows you to pull up sited literature for each chapter. Great pictures,links you to Netter pictures so you print those off too. Excellent lab reference with current protocol. I am still looking for another more in depth mouse histology, and there is no such beast under 300$.

1 of 1 people found the following review helpful.
Wow!
By Michelle W
I have yet to go through it all, but at first glance this textbook is amazing! So many beautifully detailed diagrams of organs in each species with corresponding histology and photography. So glad I purchased this textbook! This will definitely be reference I'll go back to when starting new research projects.

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Senin, 16 Agustus 2010

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Introduction to Nuclear Concepts for Engineers

  • Sales Rank: #1699624 in Books
  • Brand: Brand: Amer Nuclear Society
  • Published on: 1998-12
  • Original language: English
  • Dimensions: 9.25" h x 6.50" w x 1.00" l,
  • Binding: Hardcover
  • 361 pages
Features
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Minggu, 08 Agustus 2010

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The Racial Contract, by Charles W. Mills

The Racial Contract puts classic Western social contract theory, deadpan, to extraordinary radical use. With a sweeping look at the European expansionism and racism of the last five hundred years, Charles W. Mills demonstrates how this peculiar and unacknowledged "contract" has shaped a system of global European domination: how it brings into existence "whites" and "non-whites," full persons and sub-persons, how it influences white moral theory and moral psychology; and how this system is imposed on non-whites through ideological conditioning and violence. The Racial Contract argues that the society we live in is a continuing white supremacist state.

Holding up a mirror to mainstream philosophy, this provocative book explains the evolving outline of the racial contract from the time of the New World conquest and subsequent colonialism to the written slavery contract, to the "separate but equal" system of segregation in the twentieth-century United States. According to Mills, the contract has provided the theoretical architecture justifying an entire history of European atrocity against non-whites, from David Hume's and Immanuel Kant's claims that blacks had inferior cognitive power, to the Holocaust, to the kind of imperialism in Asia that was demonstrated by the Vietnam War.

Mills suggests that the ghettoization of philosophical work on race is no accident. This work challenges the assumption that mainstream theory is itself raceless. Just as feminist theory has revealed orthodox political philosophy's invisible white male bias, Mills's explication of the racial contract exposes its racial underpinnings.

  • Sales Rank: #1018553 in Books
  • Brand: Cornell University Press
  • Published on: 1997-09-11
  • Ingredients: Example Ingredients
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.00" h x 6.00" w x .75" l, .89 pounds
  • Binding: Hardcover
  • 192 pages
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Review

"Mills uses the idea of the social contract to argue that racially structured discrimination is a norm, rather than a deviation from the ideal. . . . Framed by a lucid discussion of the modern global exploitation of nonwhites is Mills's appeal to standpoint epistemology to maintain that the racial contract is a naturalized version of social contract theory."―Choice



"An ambitious book. . . . Mill's racial contract thesis is so convincing that one wonders why it hasn't been explored until now in the precincts of mainstream political philosophy. But that's his point. The racial contract's effectiveness lies in its very invisibility."―In These Times



"This compelling and even explosive book argues that white racism is itself a political system with its own levels of rights, duties, benefits, burdens, etc. . . . Sure to provoke a heated debate far beyond the field of political philosophy, this bold and wide-ranging study makes a clear and convincing case for the view that systematic racial oppression was not an anomaly sullying otherwise universalistic assumptions about individual rights, but the context in which theorizing about such rights occurred."―The Front Table



"An important work of philosophy that is at the same time short and accessible. . . . Mills succeeds admirably in arguing his case for the existence of a racial contract. That he can do this in a way that is rigorous, passionate, and accessible is an important achievement."―Philosophy in Review



"The Racial Contract is an excellent book. . . . It is a testament to Mills's expertise as a philosopher, a scholar, and a downright intelligent writer that he has managed to pull off so comprehensive, informative, and persuasive a work in an elegant 133 pages (excluding notes). . . . He achieves this explanation through some of the clearest prose I have encountered in recent philosophical literature."―Lewis Gordon, Small Axe: A Journal of Criticism



"A very important book. . . . The Racial Contract has the potential to radically challenge many of us to reevaluate how we think about social contract theory. As well, to take the arguments that Mills makes is to be prepared to rethink about the concept of race and the structure of our political systems. This is a very important book indeed, and should be a welcome addition to the ongoing discussions surrounding social contract theory."―Teaching Philosophy



"This is a significant and compelling work. . . . Mills turns our attention to the racial domination and exploitation that have been equally pervasive features of the history of liberalism. . . . A major contribution."―Ethics



"Offers a bold conceptualization of the racial order and a critique of the way it has been (mis)represented within the domain of scholarship. . . . Mills cuts through the shibboleths and the mystifications that pervade both popular and academic discourse on race. . . . The Racial Contract offers a theoretical framework that ought to serve as the starting point for any serious study of race in American society. . . . At a time when 'the epistemology of ignorance' is ascendant, we can be grateful for a book that speaks the unpalatable truth."―American Journal of Sociology



"Courageously creative"―Social Theory and Practice



"I recommend this book as an important and timely reminder of the ways in which a philosophy which ignores race is bound up with the privileging of whiteness. This is a lesson that is still to be learnt, even within the contect of feminist philosophy."―Women's Philosophy Review



"Mills's work on the Racial Contract is a major contribution to modern critical social and political thought, and will become an important, widely discussed work. It exposes, to devastating effect, the unacknowledged racial presuppositions of the entire social contract tradition, which is to say, all of liberal political theory for the past four centuries."―Robert Paul Wolff, University of Massachusetts, Amherst



"Fish don't see water, men don't see patriarchy, and white philosophers don't see white supremacy. We can do little about fish. Carole Pateman and others have made the sexual contract visible for those who care to look. Now Charles Mills has made it equally clear how whites dominate people of color, even (or especially) when they have no such intention. He asks whites not to feel guilty, but rather to do something much more difficult―understand and take responsibility for a structure which they did not create but still benefit from."―Jennifer Hochschild, Princeton University



"Like Melville's Benito Cereno, this short, explosive book unflinchingly explores the centrality of race―both in its utterly open brutality and in its remarkable ability to remain hidden―to the history of the Western nation-state. Sure to provoke a heated debate far beyond the field of political philosophy, this bold and wide-ranging study makes a clear and convincing case for the view that systemic racial oppression was not an anomaly sullying otherwise universalistic assumptions about individual rights, but the context in which theorizing about such rights occurred."―David Roediger, University of Minnesota



"This is a significant and compelling work. In the modest compass of an extended essay, Mills succeeds in altering our view of a central strand of modern political thought, the social contract tradition. Inspired by the historical success of socialist critics in placing class and socioeconomic inequality on the political-theoretical agenda and by the ongoing success of feminist critics in doing the same for gender and patriarchy, Mills turns our attention to the racial domination and exploitation that have been equally pervasive features of the history of liberalism."―Thomas McCarthy, Northwestern University

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1 of 1 people found the following review helpful.
Superb and revelatory book but recommend further reading
By Viktor Volk
As a white guy formerly unaware/in denial of the structural racism that's still going strong in society, this book really helped me to understand both this and the other inequalities of society. Other reviewers have definitely done the book justice, but I will also recommend that one reads after this Racism without Racists by Eduardo Bonilla-Silva, because as much as Mills does an excellent job of communicating the gist of white supremacy and racist ideology, one might still subscribe to elements of the racial ideology if they are not aware of what it constitutes. Racism without Racists fills in the blanks that this book necessarily leaves in order to achieve its "punchy" nature and widespread reading.

5 of 6 people found the following review helpful.
The Philosophy That Rules Them All
By M. Rasheed
I’m a big fan of a few authors whose great work involves making sense of the massive stockpile of collected historical data by spotlighting the logic thread that connects chunks of it into potent influential viewpoints. The Racial Contract by Charles Mills is the one that rules them all, with the author revealing the foundational support structure upon which all Western philosophy and formal moral ethics theory is based. Pointedly, Mills reminds us that Immanuel Kant thought I was a subhuman, and he is the most important moral theorist in all of western thought. If you can imagine the movie The Matrix, this book functions like a “what the Matrix is, how it functions the way it does, and how we can free ourselves from it” bible. It's intended to be the long missing component of Western Philosophy, a topic which can never be fully understood without seeing it properly through the lens of 'whites-exploiting-nonwhites' that it was created from in the first place.

The world is the way it is today directly because of the global domination of the Europeans conquering, colonializing, and enslavement of non-Europeans under a White Supremacist banner (originally Christian, but it quickly morphed away from that, since the exploited could always just convert their way out of exploitation, losing the conqueror potential revenue, and we can't have THAT). This “White Peril” savagely plagued every nation on earth and took two forms:

1) the initial physical assault of the European war machine designed to break, “season,” and smash the nonwhites into a submissive state ripe for exploitation

2) the ideological indoctrination of that submissive state on the mental level.

For the former, Mills was kind enough to coldly, clinically, chillingly, remind us of certain devastating examples, and even pull others from the deep dark of centuries past. In the latter – the era we are currently in – he deftly points out the many, many examples of how the breaking has become fully part of our cultural identity, as the conqueror so wished. But the effects of chattel enslavement, jim crow, and institutional disenfranchisement upon the exploited classes are well known to students of Western history from that distressed viewpoint.

What was far more interesting to me was how these diabolical practices affected the oppressor himself. One of the perks of being the signatory of the Racial Contract is a deliberately imposed veil of ignorance, enabling one to pretend that the vast atrocities that make up the skeletal structure of Western Civilization never happened, with the gross societal imbalances being natural or genetic in origin as the official stance supported by all influential Eurocentric institutions. This personally went a LONG way towards understanding certain behaviors, like why they get mad whenever their historical wrongs are brought up and act as if it is somehow unfair, why they think the weird term “playing the race card” is a legitimate tool of argument, why they get instantly defensive whenever they hear members of the exploited classes celebrating and affirming their own skills, talents & worth, and even why they feel that the current state of a broken exploited people is the way they’ve always been.

Most of all, The Racial Contract showed how we will never finally overcome racism while the proposed solution from the conqueror class is for the exploited to simply shut up talking about it and accept the state its members find themselves in, as lesser persons requiring the conqueror’s merciful, legitimizing gaze to allow them into the ‘club’ of favor. Of course to continue in this state is unacceptable, but the only way it can be reversed is for that side to willingly set aside its ill-gotten artificial privileges and, as J.A. Rogers would say, transform “from superman to man.” In order to do this he must confront himself, recognize who he is, what he has done, and want to self-correct. He will have to go through pain to purge himself of the mantle of “Whiteness,” the political ideology of White Supremacy that he built this Eurocentric Society upon. And realistically why would he do that? He's oft demonstrated that he would much rather create a fantasyland Whitopia and live there, reinforcing his supremacist self-indoctrination with like minds, than deal with the truth of the reality he created. Mills’ book shows us how truly difficult curing our society of its Greatest Disease will truly be.

0 of 0 people found the following review helpful.
Engaging study that affirms my sense of the situation. ...
By Jeffrey D.
Engaging study that affirms my sense of the situation.Still in process of reading the book. An important book for understanding race and changing the atrocious habits that have come with white supremacist ideologies.

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Four Dubliners, by Richard Ellmann

Examines the lives and careers of four distinguished Irish authors and analyzes the connections among them.

  • Sales Rank: #1580015 in Books
  • Brand: Brand: George Braziller
  • Published on: 1988-08
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.00" h x 6.00" w x .50" l, .49 pounds
  • Binding: Paperback
  • 122 pages
Features
  • Used Book in Good Condition

From Publishers Weekly
"In four Library of Congress lectures, also published as articles in the New York Review of Books , the eminent literary biographer . . . finds interesting if not new things to say about four great Irish-born writers," observed PW , remarking that the late Ellmann "finds connections as well as differences among these writers." Photos.
Copyright 1988 Reed Business Information, Inc.

About the Author
Ellmann was the Goldsmiths Professor of English Literature at Oxford University.

Most helpful customer reviews

14 of 14 people found the following review helpful.
The best bet
By Fruela Fernandez
There are many things we must thank Richard Ellmann for. First of all, his poetry anthologies. Second, his biographies on Wilde, Yeats and Joyce. And finally, this short, delightful, easy-reading book. Four conferences about the best Irish writers ever: Wilde, Yeats, Joyce and Beckett. And the four are masterpieces. They do not talk about the "common places" you are suppossed to here while being in a conference, they try to express a fact, a situation, a place that defines the person they are talking about: Wilde in Oxford, Yeats in his "old age", Joyce and his anxiety looking for facts to write about, Beckett and Naught. I think that everyone interested on these authors should read the book.

1 of 1 people found the following review helpful.
Well worth buying and reading
By John Peter Altgeld
Ellmann's book is a short one of 122 pages, counting index, and is taken from his four lectures on Wilde, Yeats, Joyce, and Beckett that he gave at the Library of Congress. The book is light, easy, and enjoyable reading and can be finished in four short sessions or in one afternoon or evening. Each of the four chapters assumes that the reader has some general familiarity with the man's life and work, but doesn't require expert knowledge.

As a consequence of the lectures being delivered with a gap of one year from one to the next, each chapter is independent of the others, until the last on Beckett, where Ellmann makes an effort to relate each author to the rest. The four men are very different in their styles and personal history, and most of their lives were spent in places other than Dublin, but relating them in one book makes some sense, albeit somewhat forced, because of their strong connections to Ireland and because some of them had met each other and been influenced by each other.

Ellmann's insight into the four men and ability to relate them and their work come from years of close study, including knowing some of the participants. Particularly telling are such references as, "Mrs. Yeats told me ...," and the like. He includes delightful references and jokes that limn character, such as Beckett's ironic take on Descartes, "I suffer, therefore I may be."

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