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If Then: How the Simulmatics Corporation Invented the Future
By Jill Lepore
Paperback
$17.95
By Jill Lepore
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Jill Lepore never fails to make our eyes pop wide with wonder and surprise, pointing out new perspectives on how we got to where we are. If Then zeroes in on the Simulmatics Corporation, the "missing link" in the history of big tech and its collision with the "science" of human behavior. What she reveals sheds extraordinary, elucidating light on contemporary politics, polling, privacy and political division. Truly unique, completely engrossing and not to be missed.
From the best-selling author of These Truths, an “exhilarating” (New York Times Book Review) account of the Cold War origins of our data-mad era. The Simulmatics Corporation, founded in 1959, mined data, targeted voters, accelerated news, manipulated consumers, destabilized politics, and disordered knowledge—decades before Facebook, Amazon, and Cambridge Analytica. Although Silicon Valley likes to imagine that it has no past, the scientists of Simulmatics are almost undoubtedly the long-dea...