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The Selling of the Apollo Lunar Program

In July 1969, ninety-four percent of American televisions were tuned to coverage of Apollo 11’s mission to the moon. How did space exploration, once the purview of rocket scientists, reach a larger audience than My Three Sons? Why did a government program whose standard operating procedure had been secrecy turn its greatest achievement into a communal experience? In Marketing the Moon, David Meerman Scott and Richard Jurek tell the story of one of the most successful marketing and public relations campaigns in history: the selling of the Apollo program.

The Making of Light Modernity

Aluminum shaped the twentieth century. It enabled high-speed travel and gravity-defying flight. It was the material of a streamlined aesthetic that came to represent modernity. And it became an essential ingredient in industrial and domestic products that ranged from airplanes and cars to designer chairs and artificial Christmas trees. It entered modern homes as packaging, foil, pots and pans and even infiltrated our bodies through food, medicine, and cosmetics.

The Rise and Retreat of American Manufacturing
“There is probably no other writer whose books I anticipate with more enthusiasm than Vaclav Smil. He brings remarkable insight to every topic he examines, combining his vast knowledge of science and energy, history and business to address some of the most pressing issues we face today. So I’m pleased he will be turning that keen intellect to the subject of manufacturing in the U.S.”
–Bill Gates
 

The assembly line was invented in 1913 and has been in continuous operation ever since. It is the most familiar form of mass production. Both praised as a boon to workers and condemned for exploiting them, it has been celebrated and satirized. (We can still picture Chaplin’s little tramp trying to keep up with a factory conveyor belt.) In America’s Assembly Line, David Nye examines the industrial innovation that made the United States productive and wealthy in the twentieth century.

Powers and Failures of Paperwork

Since the middle of the eighteenth century, political thinkers of all kinds–radical and reactionary, professional and amateur–have been complaining about “bureaucracy.” But what, exactly, are they complaining about?

A Long View

It is not so easy to take the long view of socioeconomic history when you are participating in a revolution. For that reason, Russian economist Yegor Gaidar put aside an early version of this work to take up a series of government positions--as Minister of Finance and as Boris Yeltsin’s acting Prime Minister--in the early 1990s. In government, Gaidar shepherded Russia through its transition to a market economy after years of socialism. Once out of government, Gaidar turned again to his consideration of Russia’s economic history and long-term economic and political challenges.

Heterosexuality is celebrated--in film and television, in pop songs and opera, in literature and on greeting cards--and at the same time taken for granted. It is the cultural and sexual norm by default. And yet, as Louis-Georges Tin shows in The Invention of Heterosexual Culture, in premodern Europe heterosexuality was perceived as an alternative culture. The practice of heterosexuality may have been standard, but the symbolic primacy of the heterosexual couple was not.

Coercive Diplomacy and U. S. Intervention

Kosovo, after its incorporation into the Serbian Republic of Yugoslavia, became increasingly restive during the 1990s as Yugoslavia plunged into internal war and Kosovo’s ethnic Albanian residents (Kosovars) sought autonomy. In March 1999, NATO forces began airstrikes against targets in Kosovo and Serbia in an effort to protect Kosovars against persecution. The bombing campaign ended in June 1999, and Kosovo was placed under transitional UN administration while negotiations on its status ensued. Kosovo eventually declared independence in 2008.

A History of War on Paper

For centuries, both mathematical and military thinkers have used game-like scenarios to test their visions of mastering a complex world through symbolic operations. By the end of World War I, mathematical and military discourse in Germany simultaneously discovered the game as a productive concept. Mathematics and military strategy converged in World War II when mathematicians designed fields of operation.

A Representative History

American urban form--the spaces, places, and boundaries that define city life--has been evolving since the first settlements of colonial days. The changing patterns of houses, buildings, streets, parks, pipes and wires, wharves, railroads, highways, and airports reflect changing patterns of the social, political, and economic processes that shape the city. In this book, Sam Bass Warner and Andrew Whittemore map more than three hundred years of the American city through the evolution of urban form.

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