Grant McCracken is a celebrated anthropologist who has studied the relationship between culture and commerce for 25 years. In his latest book, Dark Value, he explores how digital innovators like Netflix and Facebook are discovering (and profiting from) new types of value in their media. Today he reveals this hidden value and explains how it is revolutionizing the digital economy. He also discusses how other media players can get keep from being left behind, as well as some unique insights about how digital programming is transforming the American outlook.
- How (and why) we’ve become a society that’s obsessed with pop culture
- Why television is more nuanced than ever before (and what that means for monetization)
- Lessons on content from Mark Zuckerberg and Adam Smith
- Why startup culture is taking over old economic models
Grant McCracken has a Ph.D. from the University of Chicago. He has been featured on The Oprah Winfrey Show and worked for many organizations including Timberland, New York Historical Society, Diageo, IKEA, Sesame Street, Nike, the Ford Foundation and the White House. He is a long time student of culture and commerce, and has taught at the University of Cambridge, MIT, and the Harvard Business School. He also started the Institute of Contemporary Culture at the Royal Ontario Museum, where he did the first museum exhibit on youth cultures.
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