It has sold 30,000 copies in each edition and will continue to reach a huge academic audience.In this renowned book, Everett M. Rogers, professor and chair of the Department of Communication & Journalism at the University of New Mexico, explains how new ideas spread via communication channels over time. Such innovations are initially perceived as uncertain and even risky. To overcome this uncertainty, most people seek out others like themselves who have already adopted the new idea. Thus the diffusion process consists of a few individuals who first adopt an innovation, then spread the word among their circle of acquaintances--a process which typically takes months or years. But there are exceptions: use of the Internet in the 1990s, for example, may have spread more rapidly than any other innovation in the history of humankind. Furthermore, the Internet is changing the very nature of diffusion by decreasing the importance of physical distance between people. The fifth edition addresses the spread of the Internet, and how it has transformed the way human beings communicate and adopt new ideas.

    But how can it be defined? In this highly readable introduction the mysteries of this most elusive of concepts are unraveled, casting a critical light upon the way we live now, from the politicizing of museumculture to the cult of the politically correct. The key postmodernist ideas are explored and challenged, as they figure in the theory, philosophy, politics, ethics and artwork of the period, and it is shown how they have interacted within a postmodernist culture.About the Series: Combining authority with wit, accessibility, and style, Very Short Introductions offer an introduction to some of life's most interesting topics. Written by experts for the newcomer, they demonstrate the finest contemporary thinking about the central problems and issues in hundredsof key topics, from philosophy to Freud, quantum theory to Islam.

    No longer a fringe extremist cause, it has become a social concern that leading members of society endorse and young people embrace. From Michael Vick's dog fighting scandal to the incredible success of the bestselling Skinny Bitch veggie diet book, animal rights issues have hit the headlines—and are being championed by students and senators, pop stars and producers, and actors and activists.Don't you want to be part of the conversation? In Thanking the Monkey, Karen Dawn covers pets, fur, fashion, food, animal testing, activism, and more. But as the title playfully suggests, this isn't like any previous animal rights book. Thanking the Monkey is light on lectures meant to make you feel guilty if you're not a leather-eschewing vegan. It lets you have fun as you learn about Paul McCartney's love of lambs and why Prince won't wear wool. You'll meet Fall Out Boy's Andy Hurley and Pete Wentz—and their favorite traveling companion, Hemingway, Pete's dog. You'll read why Natalie Portman, Alicia Silverstone, and so many of those skinny but not bitchy actresses won't eat or wear animals. And you'll laugh over dozens of cartoons from Dan Piraro's Bizzaro to other animal-friendly comics.This fun primer for a smart and socially committed generation delivers some serious surprises in the form of facts and figures about the treatment of animals. Yes, it will shock you with tales of primates still used in animal testing on nicotine or killed for oven cleaner. But it will also let you lighten up and laugh a little as we work out how to do a better job of thanking the monkey.

    For nearly five centuries the methods and practices of book publishing remained largely unchanged, but at the dawn of the twenty-first century the industry finds itself faced with perhaps the greatest challenges since Gutenberg. A combination of economic pressures and technological change is forcing publishers to alter their practices and think hard about the future of the books in the digital age.In this book - the first major study of trade publishing for more than 30 years - Thompson situates the current challenges facing the industry in an historical context, analysing the transformation of trade publishing in the United States and Britain since the 1960s. He gives a detailed account of how the world of trade publishing really works, dissecting the roles of publishers, agents and booksellers and showing how their practices are shaped by a field that has a distinctive structure and dynamic. This new paperback edition has been thoroughly revised and updated to take account of the most recent developments, including the dramatic increase in ebook sales and its implications for the publishing industry and its future.

    It isn’t a good fit for all—or even most—students. It prioritizes a single way of understanding the world over all others, pushes children into a rigid set of grades with little regard for individual maturity, and slaps “disability” labels over differences in learning style.Caught in this system, far too many young learners end up discouraged, disconnected, and unhappy. And when they struggle, school pressures parents, with overwhelming force, into “fixing” their children rather than questioning the system.With boldness, experience, and humor, Susan Wise Bauer turns conventional wisdom on its head: When a serious problem arises at school, the fault is more likely to lie with the school, or the educational system itself, than with the child.In five illuminating sections, Bauer teaches parents how to flex the K–12 system, rather than the child. She closely analyzes the traditional school structure, gives trenchant criticisms of its weaknesses, and offers a wealth of advice for parents of children whose difficulties may stem from struggling with learning differences, maturity differences, toxic classroom environments, and even from giftedness (not as much of a “gift” as you might think!).As the author of the classic book on home-schooling, The Well-Trained Mind, Bauer knows how children learn and how schools work. Her advice here is comprehensive and anecdotal, including material drawn from experience with her own four children and more than twenty years of educational consulting and university teaching.Rethinking School is a guide to one aspect of sane, humane parenting: negotiating the twelve-grade school system in a way that nurtures and protects your child’s mind, emotions, and spirit.