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Program or Be Programmed: Ten Commands for a Digital Age [Paperback]

Douglas Rushkoff , Leland Purvis
3.9 out of 5 stars  See all reviews (32 customer reviews)

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Book Description

September 6, 2011
The debate over whether the Net is good or bad for us fills the airwaves and the blogosphere. But for all the heat of claim and counter-claim, the argument is essentially beside the point: It’s here; it’s everywhere. The real question is, do we direct technology, or do we let ourselves be directed by it and those who have mastered it? “Choose the former,” writes Rushkoff, “and you gain access to the control panel of civilization. Choose the latter, and it could be the last real choice you get to make.”

In ten chapters, composed of ten “commands” accompanied by original illustrations from comic artist Leland Purvis, Rushkoff provides cyber enthusiasts and technophobes alike with the guidelines to navigate this new universe.

In this spirited, accessible poetics of new media, Rushkoff picks up where Marshall McLuhan left off, helping readers come to recognize programming as the new literacy of the digital age––and as a template through which to see beyond social conventions and power structures that have vexed us for centuries. This is a friendly little book with a big and actionable message.


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Program or Be Programmed: Ten Commands for a Digital Age + Present Shock: When Everything Happens Now + Life Inc: How Corporatism Conquered the World, and How We Can Take It Back
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Editorial Reviews

Review


Praise for Program or Be Programmed

"Now that much of what Rushkoff has predicted over the years has come to pass, he is uniquely qualified to write what may be one of the most important and instructive books of our times: Program or be Programmed: Ten Commands for a Digital Age. In it, he outlines ten different ideas that information technology is biased towards; biases that can cause discord in our lives. However, rather than predicting that the sky is falling, Rushkoff gives practical and actionable advice on how to turn those biases into advantages." —Wired

"Lucid and consequential . . . a subtle and substantiated call for (missing) humanity in networked daily life." —Neural.it

“Thinking twice about our use of digital media, what our practices are doing to us, and what we are doing to each other, is one of the most important priorities people have today—and Douglas Rushkoff gives us great guidelines for doing that thinking. Read this before and after you Tweet, Facebook, email or YouTube.” —Howard Rheingold

“Douglas Rushkoff is one of the great thinkers––and writers––of our time.” —Timothy Leary

“Rushkoff is damn smart. As someone who understood the digital revolution faster and better than almost anyone, he shows how the internet is a social transformer that should change the way your business culture operates.” —Walter Isaacson

“What’s the difference between being able to operate in the web, and being able to thrive there? The difference is in being able to understand the how and why of this new world. In ten chapters or commands, Douglas Rushkoff lays out how to live in this new world. Some of this advice will seem straightforward, some of it will need explanation, and some of it will seem more than a little counterintuitive. But all of it is delivered with verve and insight that makes you rethink your interactions on the web. Are you driving your life here, or only a passenger? If you want to get your hands on the wheel, this book is a good place to start.” —Daily Kos

“Rushkoff presents ten succinct commands for choosing our own destiny in the online era, ranging from Do Not Be Always On to Do Not Sell Your Friends. In the process, he presents a way we can actively leverage these technologies to build a more shareable world similar to the one we envision in our report The New Sharing Economy, as opposed to allowing our tools and those who create them to define the social constructs of the current era.” —Shareable.net

About the Author

Winner of the first Neil Postman award for Career Achievement in Public Intellectual Activity, Douglas Rushkoff has written a dozen best-selling books on media and society, including Cyberia, Media Virus, Coercion (winner of the Marshall McLuhan Award), Get Back in the Box, and Life Inc. He has made the PBS Frontline documentaries Digital Nation, The Persuaders, and Merchants of Cool. A columnist for The Daily Beast and Arthur Magazine, his articles have been regularly published in The New York Times and Discover, among many other publications. His radio commentaries air on NPR and WFMU, his opeds appear in the New York Times, and he is a familiar face on television, from ABC News to The Colbert Report. Rushkoff has taught at New York University and the New School, played keyboards for the industrial band PsychicTV, directed for theater and film, and worked as a stage fight choreographer. He lives in New York State with his wife, Barbara, and daughter Mamie. --This text refers to an out of print or unavailable edition of this title.

Product Details

  • Paperback: 152 pages
  • Publisher: Soft Skull Press (September 6, 2011)
  • Language: English
  • ISBN-10: 159376426X
  • ISBN-13: 978-1593764265
  • Product Dimensions: 5.1 x 0.5 x 7 inches
  • Shipping Weight: 4.2 ounces (View shipping rates and policies)
  • Average Customer Review: 3.9 out of 5 stars  See all reviews (32 customer reviews)
  • Amazon Best Sellers Rank: #62,286 in Books (See Top 100 in Books)

More About the Author

Winner of the first Neil Postman award for Career Achievement in Public Intellectual Activity, Douglas Rushkoff is an author, teacher, and documentarian who focuses on the ways people, cultures, and institutions create, share, and influence each other's values. He sees "media" as the landscape where this interaction takes place, and "literacy" as the ability to participate consciously in it.

His ten best-selling books on new media and popular culture have been translated to over thirty languages. They include Cyberia, Media Virus, Playing the Future, Nothing Sacred: The Truth about Judaism, and Coercion, winner of the Marshall Mcluhan Award for best media book. Rushkoff also wrote the acclaimed novels Ecstasy Club and Exit Strategy and graphic novel, Club Zero-G. He has just finished a book for HarperBusiness, applying renaissance principles to today's complex economic landscape, Get Back in the Box: Innovation from the Inside Out. He's now writing a monthly comic book for Vertigo called Testament.

He has written and hosted two award-winning Frontline documentaries - The Merchants of Cool looked at the influence of corporations on youth culture, and The Persuaders, about the cluttered landscape of marketing, and new efforts to overcome consumer resistance.

Rushkoff's commentaries air on CBS Sunday Morning and NPR's All Things Considered, and have appeared in publications from The New York Times to Time magazine. He wrote the first syndicated column on cyberculture for The New York Times and Guardian of London, as well as a column on wireless for The Feature and a new column for the music and culture magazine, Arthur.

Rushkoff founded the Narrative Lab at NYU's Interactive Telecommunications Program, and lectures about media, art, society, and change at conferences and universities around the world.

He is Advisor to the United Nations Commission on World Culture, on the Board of Directors of the Media Ecology Association, The Center for Cognitive Liberty and Ethics, and as a founding member of Technorealism. He has been awarded Senior Fellowships by the Markle Foundation and the Center for Global Communications Fellow of the International University of Japan.

He regularly appears on TV shows from NBC Nightly News to Larry King and Bill Maher. He is writing a new monthly comic book for Vertigo, and developed the Electronic Oracle software series for HarperCollins Interactive.

Rushkoff is on the board of several new media non-profits and companies, and regularly consults on new media arts and ethics to museums, governments, synagogues, churches, and universities, as well as Sony, TCI, advertising agencies, and other Fortune 500 companies.

Rushkoff graduated magna cum laude from Princeton University, received an MFA in Directing from California Institute of the Arts, a post-graduate fellowship (MFA) from The American Film Institute, and a Director's Grant from the Academy of Motion Picture Arts and Sciences. He has worked as a certified stage fight choreographer, and as keyboardist for the industrial band PsychicTV.

He lives in Park Slope Brooklyn with his wife, Barbara, and daughter Mamie.

Customer Reviews

Most Helpful Customer Reviews
45 of 46 people found the following review helpful
5.0 out of 5 stars Re-Humanizing Our Future December 29, 2010
Format:Paperback
I haven't read Rushkoff's other books (although I might go back and read Life Inc: How Corporatism Conquered the World, and How We Can Take It Back).

Program or be Programmed is a quick read. I read it on the Kindle my wife got me for Christmas. The irony of reading a book about the pitfalls and possibilities of technology we don't fully understand on a device I don't fully understand was not lost on me.

I would describe this as an "Internet philosophy book" that might fit on the bookshelf somewhere between Neal Stephenson's In the Beginning...was the Command Line and Jeff Jarvis' What Would Google Do? But I found Program to be even more thoughtful and succinct than those books.

Quote from the book: "Instead of learning about our technology, we opt for a world in which our technology learns about us."

Rushkoff has proposed ten ideas/concepts/considerations for principles to live by online. He starts with the obvious -- don't always be online, live in person, be yourself -- and builds to the not-so-obvious. By numbers nine and ten, he's making the case for doing away with centralized currency because it's not compatible with the new digital world we've created.

The most intriguing aspect of Rushkoff's worldview is the realization that "we the people" have always been one step behind the technological innovation of the age. From the creation of a written language to the creation of the Internet, the majority of us lag behind the people in positions of knowledge/power who are creating the systems that shape our daily lives.

Quote from the book: "For the person who understands code, the whole world reveals itself as a series of decisions made by planners and designers for how the rest of us should live. Not just computers, but everything from the way streets are organized in a town to the way election rules [are tilted] begin to look like what they are: sets of rules developed to promote certain outcomes."

The ideas Rushkoff lays out in Program are powerful enough to have convinced me to at least attempt to learn some of the basics about computers and programming.

This book is worth checking out.
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21 of 25 people found the following review helpful
5.0 out of 5 stars Programming as a Liberal Art August 24, 2011
Format:Paperback|Amazon Verified Purchase
To explain how I came across this book, I have to make a confession: since my family doesn't subscribe to cable television, the only time my kids or I watch cable TV (or much TV at all, really) is when we're on the road, visiting family or otherwise. My son, predictably gravitates to Disney and the Cartoon Network, but I'm a C-SPAN man. And when CSPAN-2 has Book TV, I'm watching it. So guess when and where I saw Douglas Rushkoff interviewed about his new book. That's right. When I can watch anything on cable television, I go to Book TV.

Confession out of the way, what makes this book worthy of the Neil Postman Award that it won (I just learned that such an award exists) is its refusal to let any digital technology become transparent, something that's a mere window through which we see the world as the world happens to be. From the first Arpanet connections to email to the ubiquitous vibrating phones (and accompanying "phantom phone buzz syndrome"), Rushkoff keeps his sharp eye on the assumptions that one has to make before the technology makes any sense: that one should adjust one's personal biological rhythms to the atemporal "always on" existence of computer networks rather than vice versa; that the world should conform its complexity to the reductionism of binary choices; and that human beings are meant to exist as infinitesimal nodes in a vast global network, just to name three. Spelling out those assumptions, Rushkoff does not so much give ten commands as ask ten penetrating questions, questions that ought to haunt human beings as we jump on board the Internet train.

Why ten commands, then? Rushkoff, whose approach to technology is the same secular-Jewish approach that Neil Postman made famous with Technopoly and Amusing Ourselves to Death, describes the rise of alphabetic writing as a technological change that made intelligible a genuinely new order of civilized life and the Torah in particular as that body of alphabetic writing which allowed the slave-tribes of Israel to develop into a genuine civilization in the ancient Near East. Likewise, Rushkoff suggests, folks in the Internet age are experiencing a genuinely new kind of consciousness, one as different from the print age's as the alphabetic consciousness would have been from the oral cultures which preceded it. His book is set of suggestions to help people navigate the new age the way that the Ten Commandments helped the Hebrews become Israel. If he were operating in a religious register, such a claim for his own book would be nothing short of ludicrous, but within his own Cultural Materialist framework, there is a certain degree of sense, on a formal level, to the analogy. A more adequate analogy for the Christian audience, I reckon, is the work that another book, perhaps written by one of our readers, might tackle.

The upshot of Rushkoff's ten brief chapters is that, like alphabetic language, computer networks do not regulate themselves. Just as alphabetic writing has the capacity both for glorious Psalms and the vain name-taking that one of the commandments prohibits (I'll let my readers supply the numbering, as Lutherans and Presbyterians do that differently), computer networks have the capacity both to slow down our processes of ethical deliberation and other forms of serious thought (as the old dial-up connections used to do, Rushkoff notes) or to enslave us to a pace of connection that journalists call "always-on" and the human body calls slow murder. Likewise, because information flows so easily on packet-switching networks, the Internet has the capacity to serve as the vehicle for a new culture of collaboration and cooperative creativity or as a place where nobody records music or movies because they're only going to get stolen. Each of Rushkoff's first nine "commands" follows the same sort of pattern, first noting the great potential for human flourishing that digital networks promises and then noting the danger for human destruction that the same characteristic threatens. Obviously this is the sort of cultural ecology that Marshal McLuhan and Neil Postman made famous, and Rushkoff honors his predecessors by showing the same attention to detail that they did, never simply replicating the analysis that McLuhan did of television or Postman of the early Internet but letting the particular observations that all of us should be making determine the shape of the analysis that Rushkoff offers.

The tenth "command" was the most interesting from my point of view because it included an explicit program for cultural renewal. As many of us who came through the public schools in the eighties and early nineties can attest, "computer classes" used to mean programming: whether it was LOGO in grade school, BASIC in junior high, or C++ in high school, we learned the tools to make computers do things that other people hadn't thought of before, and although our products were often puerile and sometimes entirely indecent (I hope they've discarded those old servers from the early nineties, I'll admit), still the fact remained that computers were, for us, what Rushkoff calls "anything machines," terminals that promised infinite flexibility for those determined enough to use it. Computer education has, of course, shifted since then: "computer literacy" now seems to mean the ability to operate (at a fairly complex level, to grant the point) programs that large corporations have already written, to do audio-visual presentations on out-of-the-box platforms and perhaps (in the really advanced courses) to edit photographs and video using software sold (at a premium) by the Apple corporation.

The point of this brief history of computer education is that Rushkoff wants to see programming reintroduced to the common curriculum, not only for those who are going to be information-systems professionals but for every citizen who's going to be an educated contributor to society. Against the conventional wisdom of the Web 2.0 age, Rushkoff insists that there's no place in a democratic society in the computer age for one class of programmers and a much larger class of end-users; like literacy and mathematics, to acquire a working knowledge of computer code is simply to know the fabric of the civilization that citizens are supposed to help run. Like Postman before him, Rushkoff calls for such an education governed not by the "specialists" in the field but by computer-literate, generally educated elder citizens, or to put it in our lingo, by digital humanists.

As someone who is not a computer professional (I'm an English teacher, remember?) but who has a working knowledge of some computer languages, Rushkoff's suggestions resonate with me. In fact, they struck me as so true that, upon finishing the book, I immediately went to one of the web resources, Learn Python the Hard Way, and started re-educating myself so that I can be a better teacher. (As I write this, I've completed lesson two.) I'm also lending this book (before this review goes live) to a computer programming professor at Emmanuel College so that he can read it and tells me what he thinks, and perhaps at some point, down the line, we can get going on a cyber-humanist club or some other kind of extra-curricular pursuit that combines insights from Neil Postman and Al Gore and Douglas Rushkoff with Christian-worldview sorts of resources from Arthur Holmes and Ed Cyzewski and Stan Hauerwas. (Yes, Al Gore wrote a pretty nice book of cultural-ecological criticism. I reviewed it here.) Until then, this is one of those books that hit me so hard that I can't just review it--I positively recommend it.

This review is cross-posted from the Christian Humanist Blog.
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5 of 5 people found the following review helpful
4.0 out of 5 stars Welcome our digital overlords October 17, 2011
Format:Kindle Edition|Amazon Verified Purchase
Worried about the effect that ever expanding information technologies are having on global culture, our personal lives and how we interact with one another? Well, Douglas Rushkoff is (and if you're not, you either haven't been paying attention or you're too young to remember the pre-internet world). "Program or Be Programmed" offers some timely reflections on the state of what's happening to us now. Maybe future readers will look back and laugh...or maybe they'll look back and say at least someone saw it coming.

Some of Rushkoff's observations seem spot-on, while others are a bit more questionable. For example, he laments the lack of availability of computer programming classes at the high school level fearing that students are learning only how to operate the software without ever understanding the methods of its creation. That strikes me as an odd concern. One could just as easily argue that programmers are at a fundamental disadvantage lacking an understanding of the electrical engineering which makes modern microprocessors possible. That logic could be extended backward ad infinitum. (Do I need to understand Boolean logic in order to, say, build a website?)

His more astute observations deal with things like the often cited shortening of attention spans, the valuation of the recent over the relevant, the stress caused by the constant onslaught of new data (about which he says "for the first time, regular people are beginning to shows signs of stress and mental fatigue once exclusive to air traffic controllers and 911 operators"), and the separation of people from their physical surroundings ("our digital behaviors closely mirror those of Asperger's sufferers; low pick up on social cues and facial expressions, apparent lack of empathy, and the inability to make facial contact").

One of the more disturbing behaviors that omnipresent internet-enabled digital devices spawn is the attitude that a person's online representation of themselves (a sort of simulation of one's self) is more important than actually experiencing that life. This is a phenomenon in which it's more important to one's self valuation to be seen as being at all the right events, socializing with all of the right people having a better time than one's audience than it is to actually enjoy the event being experienced. We're all celebrities now (at least within our circle of digital followers).

He chronicles another familiar modern phenomenon: the mashup. Creative works that once stood as isolated and indivisible are now subject to infinite duplication, disassembly, rearrangement and publication as "new" works. Are they really new? If I rearrange the songs on your album and lay some new beats over top of it, am I an artist? Good question. It's something that the world's filmmakers will have to struggle with as their audience slices up their movie oeuvre and inserts characters from the film into a movie of their own making.

All is not lost, however. He highlights a positive trend in online communication: surfacing the truth. When statements are posted and circulated online which are inaccurate or flat out false, someone somewhere is going to see it and call out that falsehood. He says that "the way to flourish in a mediaspace biased toward nonfiction is to tell the truth." He quickly adds a caveat to that saying that "this means having a truth to tell."
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Most Recent Customer Reviews
5.0 out of 5 stars Changed my world view!
I think differently after having read this book. Read it! I've been inspired by this book to write programs that are biased toward sharing, creativity and meaningful communication.
Published 27 days ago by Qaezel
4.0 out of 5 stars A book that'll bring inspirations
The book is short and kinda brief. The idea that the author tried to make is quite clear and flat. I don't agree all of them though, but some of them are quite interesting.
Published 1 month ago by Liyang Xu
4.0 out of 5 stars <body> Program this </body>
Douglas Rushkoff is the digital Moses, giving the 21st century its ten commandments to function in the digital age. Read more
Published 2 months ago by Michael Tomasetti
3.0 out of 5 stars A few decent ideas
As a whole, Program or Be Programmed made some interesting points about how we have been using technology and how it's been changing us over time. Read more
Published 2 months ago by MJS2013
1.0 out of 5 stars Could have been condensed to 10 pages
I will admit that I am probably not the reader the author had in mind when writing this book, but what a waste of a read. Read more
Published 2 months ago by E. Rozman
5.0 out of 5 stars Everyone should read this
Everyone should read this book. Don't be put off by the title; Rushkoff is not (exactly) saying that everyone needs to be a Java programmer. Read more
Published 3 months ago by Just Me
5.0 out of 5 stars Rushkoff at his finest!
Truly remarkable insight. Essential reading! Loved Rushkoff's ability to infer and explain the nature of the digital world we live within.
Published 3 months ago by David Buzzelli
5.0 out of 5 stars Number One
We have been waiting nearly a half century for Marshall McCluhan, Vance Packard, Alvin Toffler replacements and now we have them all in one package under the name of Douglas... Read more
Published 3 months ago by C. Van Youngman
3.0 out of 5 stars Excellent Summary of Issues in Digital Media
In "Program or Be Programmed" Douglas Rushkoff argues for the need of people to be aware of the implications of transitioning into the digital age, and he urges readers to gain... Read more
Published 4 months ago by Page
4.0 out of 5 stars Recognizing our altered intrinsic behaviour
This is a really good quick and must read for not only the average person, but even professional that work actively in technology. Read more
Published 4 months ago by Libby Hsiao
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