The Mood of Information

A Critique of Online Behavioural Advertising
by Andrew McStay

The blurb  on the back says: «The Mood of Information explores advertising from the perspective of  information flows rather than the more familiar approach of symbolic  representation. At the heart of this book is an aspiration to better  understand contemporary and nascent forms of commercial solicitation  predicated on the commodification of experience and subjectivity. In  assessing novel forms of advertising that involve tracking users? web  browsing activity over a period of time, this book seeks to grasp and  explicate key trends within the media and advertising industries along  with the technocultural, legal, regulatory and political environment  online behavioural advertising operates within.

Situated within contemporary scholarly debate and interest in  recursive media that involves intensification of discourses of  feedback, personalization, recommendation, co-production,  constructivism and the preempting of intent, this book represents a  departure from textual criticism of advertising to one based on  exposition of networked means of inferring preferences, desires and  orientations that reflect ways of being, or moods of information.»

Mark Poster reviewed it, commenting:
«The confusing yet omnipresent world of digital media require analysis  of specific sites and types of content. One could do no better than  turn to Andrew McStay’s The Mood of Information to learn about some  fascinating yet troubling developments in the region of «behavioural  advertising,» the tracking of marketing activities by consumers. I  endorse this volume for those interested in the reconfiguration of  privacy that its topic explores.»

If your interest is piqued, the link to the publisher’s page is.

The introductory chapter is available from