But the song's international popularity is no passing fad. "Gangnam Style" is only one tool in South Korea's extraordinarily elaborate and effective strategy to become a major world superpower by first becoming the world's number one pop culture exporter.As a child, Euny Hong moved from America to the Gangnam neighbourhood in Seoul. She was a witness to the most accelerated part of South Korea's economic development, during which time it leapfrogged from third-world military dictatorship to first-world liberal democracy on the cutting edge of global technology.Euny Hong recounts how South Korea vaulted itself into the twenty-first century, becoming a global leader in business, technology, education, and pop culture. Featuring lively, in-depth reporting and numerous interviews with Koreans working in all areas of government and society, The Birth of Korean Cool reveals how a really uncool country became cool, and how a nation that once banned miniskirts, long hair on men, and rock ‘n' roll could come to mass produce boy bands, soap operas, and the world's most important smart phone.

    Breaking down the symbols themselves, they pose a series of questions: What is energy? What is mass? What has the speed of light got to do with energy and mass? In answering these questions, they take us to the site of one of the largest scientific experiments ever conducted. Lying beneath the city of Geneva, straddling the Franco-Swiss boarder, is a 27 km particle accelerator, known as the Large Hadron Collider. Using this gigantic machine—which can recreate conditions in the early Universe fractions of a second after the Big Bang—Cox and Forshaw will describe the current theory behind the origin of mass.Alongside questions of energy and mass, they will consider the third, and perhaps, most intriguing element of the equation: 'c' - or the speed of light. Why is it that the speed of light is the exchange rate? Answering this question is at the heart of the investigation as the authors demonstrate how, in order to truly understand why E=mc2, we first must understand why we must move forward in time and not backwards and how objects in our 3-dimensional world actually move in 4-dimensional space-time. In other words, how the very fabric of our world is constructed. A collaboration between two of the youngest professors in the UK, Why Does E=mc2? promises to be one of the most exciting and accessible explanations of the theory of relativity in recent years.

    She ended up becoming so closely connected to Anonymous that the tricky story of her inside–outside status as Anon confidante, interpreter, and erstwhile mouthpiece forms one of the themes of this witty and entirely engrossing book.The narrative brims with details unearthed from within a notoriously mysterious subculture, whose semi-legendary tricksters—such as Topiary, tflow, Anachaos, and Sabu—emerge as complex, diverse, politically and culturally sophisticated people. Propelled by years of chats and encounters with a multitude of hackers, including imprisoned activist Jeremy Hammond and the double agent who helped put him away, Hector Monsegur, Hacker, Hoaxer, Whistleblower, Spy is filled with insights into the meaning of digital activism and little understood facets of culture in the Internet age, including the history of “trolling,” the ethics and metaphysics of hacking, and the origins and manifold meanings of “the lulz.”

    Features over 200 incredible photos. Flying to a coffee table near you comes the new paperback edition of this authoritative and illustrated history of the most mind-bending military aircraft ever flown! Developed by the renowned Lockheed Skunk Works, the SR-71 was an awesome aircraft in every respect, setting world records for altitude and speed: an absolute altitude record of 85,069 feet on July 28, 1974, and an absolute speed record of 2,193.2 miles per hour on the same day.Written by a former Blackbird pilot, SR-71 covers every aspect of the aircraft's development, manufacture, and active service, all lavishly illustrated with more than 200 photos. The SR-71 remained in service with the U.S. Air Force from 1964 to 1998, when it was withdrawn from use, superseded by satellite technology. This authoritative history covers the spylane's entire phenomenal service.

    Banks, telecommunications companies, and critical government networks (including the British Parliament and the French and German military) were infected. No one had ever seen anything like it. By January 2009 the worm lay hidden in at least eight million computers and the botnet of linked computers that it had created was big enough that an attack might crash the world. This is the gripping tale of the group of hackers, researches, millionaire Internet entrepreneurs, and computer security experts who united to defend the Internet from the Conficker worm: the story of the first digital world war.

    In fact, our ability to curse comes from a different part of the brain than other parts of speech--the urgency with which we say "f&*k!" is instead related to the instinct that tells us to flee from danger.Language evolves with time, and so does what we consider profane or unspeakable. Nine Nasty Words is a rollicking examination of profanity, explored from every angle: historical, sociological, political, linguistic. In a particularly coarse moment, when the public discourse is shaped in part by once-shocking words, nothing could be timelier.

    But this book is different from all the others.Becoming Steve Jobs takes on and breaks down the existing myth and stereotypes about Steve Jobs. The conventional, one-dimensional view of Jobs is that he was half-genius, half-jerk from youth, an irascible and selfish leader who slighted friends and family alike. Becoming Steve Jobs answers the central question about the life and career of the Apple cofounder and CEO: How did a young man so reckless and arrogant that he was exiled from the company he founded become the most effective visionary business leader of our time, ultimately transforming the daily life of billions of people?Drawing on incredible and sometimes exclusive access, Schlender and Tetzeli tell a different story of a real human being who wrestled with his failings and learned to maximize his strengths over time. Their rich, compelling narrative is filled with stories never told before from the people who knew Jobs best, and who decided to open up to the authors, including his family, former inner circle executives, and top people at Apple, Pixar and Disney, most notably Tim Cook, Jony Ive, Eddy Cue, Ed Catmull, John Lasseter, Robert Iger and many others. In addition, Brent knew Jobs personally for 25 years and draws upon his many interviews with him, on and off the record, in writing the book. He and Rick humanize the man and explain, rather than simply describe, his behavior. Along the way, the book provides rich context about the technology revolution we all have lived through, and the ways in which Jobs changed our world.Schlender and Tetzeli make clear that Jobs's astounding success at Apple was far more complicated than simply picking the right products: he became more patient, he learned to trust his inner circle, and discovered the importance of growing the company incrementally rather than only shooting for dazzling game-changing products.A rich and revealing account that will change the way we view Jobs, Becoming Steve Jobs shows us how one of the most colorful and compelling figures of our times was able to combine his unchanging, relentless passion with a more mature management style to create one of the most valuable and beloved companies on the planet.

    He is ultra competitive but never forgets to have fun. An immensely likeable man.' Damon HillThe world’s foremost designer in Formula One, Adrian Newey OBE is arguably one of Britain’s greatest engineers and this is his fascinating, powerful memoir.How to Build a Car explores the story of Adrian’s unrivalled 35-year career in Formula One through the prism of the cars he has designed, the drivers he has worked alongside and the races in which he’s been involved.A true engineering genius, even in adolescence Adrian’s thoughts naturally emerged in shape and form – he began sketching his own car designs at the age of 12 and took a welding course in his school summer holidays. From his early career in IndyCar racing and on to his unparalleled success in Formula One, we learn in comprehensive, engaging and highly entertaining detail how a car actually works. Adrian has designed for the likes of Mario Andretti, Nigel Mansell, Alain Prost, Damon Hill, David Coulthard, Mika Hakkinen, Mark Webber and Sebastian Vettel, always with a shark-like purity of purpose: to make the car go faster. And while his career has been marked by unbelievable triumphs, there have also been deep tragedies; most notably Ayrton Senna’s death during his time at Williams in 1994.Beautifully illustrated with never-before-seen drawings, How to Build a Car encapsulates, through Adrian’s remarkable life story, precisely what makes Formula One so thrilling – its potential for the total synchronicity of man and machine, the perfect combination of style, efficiency and speed.

    Journeying through human and natural history, The Whale is the result of his voyage of discovery into the heart of this obsession and the book that inspired it: Herman Melville's Moby-Dick. Taking us deep into their domain, Hoare shows us these mysterious creatures as they have never been seen before. Following in Ishmael's footsteps, he explores the troubled history of man and whale; visits the historic whaling locales of New Bedford, Nantucket, and the Azores; and traces the whale's cultural history from Jonah to Free Willy. Winner of the prestigious BBC Samuel Johnson Prize for Non-Fiction, The Whale is an unforgettable and often moving attempt to explain why these strange and beautiful animals still exert such a powerful hold on our imagination.

    But until now, we have known only half the story. With the end of the cold war, decades of secrets have been exposed, bringing with them a remarkable opportunity: the unmasking of the true heroes and villains behind one of the most exciting races in history.At the center of this exhilarating, fast-paced account are Wernher von Braun, the camera-friendly former Nazi scientist who led the American rocket design team, and Sergei Korolev, the chief Soviet designer and former political prisoner whose identity was a closely guarded state secret. These rivals were opposite in every way, save for one: each was obsessed by the idea of launching a man to the Moon. Korolev told his wife, "In every century men were looking into the sky and dreaming. And now I'm close to the greatest dream of mankind."In attempting to fulfill this dream, Korolev was initially hampered by a budget so small that his engineers were forced to repurpose cardboard boxes as drafting tables. Von Braun, meanwhile, was eventually granted almost limitless access to funds by an American government panicked at the thought that their cold war enemy might take the lead in the exploration of space. Korolev, whose family life was destroyed by his long sentence in the Gulag, was constantly aware that any false move would finish his career or even his life. His rival, on the other hand, enjoyed remarkable celebrity in America and was even the subject of a 1960 biopic.In this extraordinary book, Deborah Cadbury combines sheeradventure and nail-biting suspense with a moving portrayal of the space race's human dimension. Using source materials never before seen, she reveals that the essential story of the cold war is a mind-bending voyage beyond the bounds of the Earth, one marked by espionage, ambition, ingenuity, and passion.

    He explores the history of places, like Vienna of 1900, Renaissance Florence, ancient Athens, Song Dynasty Hangzhou, and Silicon Valley, to show how certain urban settings are conducive to ingenuity. And, with his trademark insightful humor, he walks the same paths as the geniuses who flourished in these settings to see if the spirit of what inspired figures like Socrates, Michelangelo, and Leonardo remains. In these places, Weiner asks, “What was in the air, and can we bottle it?”

    He asked them to disclose something that, for scientific reasons, worries them—particularly scenarios that aren't on the popular radar yet. Encompassing neuroscience, economics, philosophy, physics, psychology, biology, and more—here are 150 ideas that will revolutionize your understanding of the world.Steven Pinker uncovers the real risk factors for war * Mihaly Csikszentmihalyi peers into the coming virtual abyss * Nobel laureate Frank Wilczek laments our squandered opportunities to prevent global catastrophe * Seth Lloyd calculates the threat of a financial black hole * Alison Gopnik on the loss of childhood * Nassim Nicholas Taleb explains why firefighters understand risk far better than economic "experts" * Matt Ridley on the alarming re-emergence of superstition * Daniel C. Dennett and george dyson ponder the impact of a major breakdown of the Internet * Jennifer Jacquet fears human-induced damage to the planet due to "the Anthropocebo Effect" * Douglas Rushkoff fears humanity is losing its soul * Nicholas Carr on the "patience deficit" * Tim O'Reilly foresees a coming new Dark Age * Scott Atran on the homogenization of human experience * Sherry Turkle explores what's lost when kids are constantly connected * Kevin Kelly outlines the looming "underpopulation bomb" * Helen Fisher on the fate of men * Lawrence Krauss dreads what we don't know about the universe * Susan Blackmore on the loss of manual skills * Kate Jeffery on the death of death * plus J. Craig Venter, Daniel Goleman, Virginia Heffernan, Sam Harris, Brian Eno, Martin Rees, and more

    . . there aren't many titles that haven’t been bestowed on LEGO toys, and it’s not hard to see why. From its inception in the early 1930s right up until today, the LEGO Group’s history is as colorful as the toys it makes. Few other playthings share the LEGO brand’s creative spirit, educative benefits, resilience, quality, and universal appeal. The LEGO name is now synonymous with playtime, but it wasn’t always so. This history charts the birth of the LEGO Group in the workshop of a Danish carpenter and its steady growth as a small, family-run toy manufacturer to its current position as a market-leading, award-winning brand. The company’s ever-increasing catalogof products—including the earliest wooden toys, plastic bricks, play themes, and other building systems such as DUPLO, Technic, and MINDSTORMS—are chronicled in detail, alongside the manufacturing process, LEGOLAND parks, licensed toys, and computer games. Learn all about how LEGO pulled itself out of an economic crisis and embraced technology to make building blocks relevant to twenty-first-century children and discover the vibrant fan community of kids and adults whose conventions, websites, and artwork keep the LEGO spirit alive. As nostalgic as it is contemporary, A Million Little Bricks will have you reminiscing about old Classic Space sets, rummaging through the attic for forgotten Minifigure friends, and playing with whatever LEGO bricks you can get your hands on (even if it means sharing with your kids).