obligation to teach right-of-center voters why gay and lesbian voters deserve the same rights as everybody else. the second main theme of my book is because of this constant, over the top rhetoric that we often here, most people have little understanding of what rank and file republicans actually believe about gay issues. and i think the conventional wisdom is that all republicans hate gays, that they are opposed to gay rights, and nothing could be further from the truth. >> you can watch this and other programs online at booktv.org. >> next, university of pennsylvania professor joseph turow talked about his most recent book, "the daily you," which looks at the power of the advertising industry in the age of the internet. it's about innocents. ten minutes. >> host: university of professor joseph turow is the author of "the daily you: how the

advertising industry is defining your identity and your worth." professor turow, who is nicholas negroponte? >> guest: he was a professor at mit who came up with the idea of the daily me. the idea of the daily me is that we will all get newspapers conditioned to what we care about because we will make the decisions about what is on paper. the difference between that and the daily you is the notion that a lot of what goes on under the hood of the web is not conditioned by us, it's created as a result of a whole lot of activities by marketers that we don't even see or know about. and relating to a transformation in advertising that almost anyone except people in the advertising industry doesn't know about. >> host: what does that mean? >> guest: in the last 20 years, advertising has changed drastically with the rise of cable and then the internet. originally, advertising was

making an ad, a commercial and then putting on just a few very popular media; newspapers, radio, magazines. with the rise of cable, all of a sudden you had hundreds of channels, and then with the internet it's infinite. but more so you have tingal stuff, and it -- digital stuff, and it becomes interactive. part of of what we know about is that we can talk back to the advertiser, we can click on manager, there's a -- something, there's a whole lot of stuff going on under the hood where data are taken from us, are used, and we become creatures that are created by the advertisers to understand us and then change what we see on the web very often -- this is going to happen more and more as we move forward -- based upon what they think they know about us. >> host: but they do know about us, don't they? from our use of smartphones and searches, etc. >> guest: exactly. they know, but a lot of times it's inaccurate in the sense of we put a lot of droppings around

the web that may have nothing to do with what we really think we are. maybe we don't agree with what we've said somewhere, and some advertiser has picked it up and said, well, you're intending to buy x. maybe you have a brother who took your name or your password somewhere. but that's irrelevant because all this stuff comes together and becomes a rich soup that increasingly as we move forward into the 21st century is going to be the soup that defines us if that's not a mixed metaphor. >> host: so has advertising become more effective? >> guest: no one knows. it's certainly spending a lot of money, but nobody really knows whether it's becoming more effective. i don't care, okay? i'm not interested in effectiveness of advertising. that's not what the book is about. a lot of people from the ad industry read it and they tell me they're learning a lot, which i like. but the fact b is i'm more interested in the social implications of this. what happens when we as a society given to define -- begin

to define ourselves, that is companies begin to define us, television commercials begin to define us based upon ideas about us that advertisers and marketers know but about which were no clue. and what i try to do in the book is explain how that's happening and show the trajectory, where is it going and why? >> host: and where is it going? >> guest: it's going to a point where down the line we may well live in very different reputation worlds than our neighbors. it may be that you'll get a kay jeweler ad, and i'll get a tiffany ad because they may think i can buy more expensive jewelry than you. i may get different headlines from you based upon ideas companies have about are i -- will i click on the ads? i may get different baby carriage ads, ads for gyms based upon how fat they think i am, based upon 50 different

carktistics that designate whether i'm heavy or not rather than the guy's a fat sew, okay? -- fatso. not the least of which relate to politics. because if we look at the obama campaign recently, particularly obama used amazingly for today's world sophisticated ways of deciding who's going to vote for what, when, where and like that. >> host: so, professor turow, looking ten years from now or even 20 years, are we going to look back at the obama campaign and laugh at how simplistic -- >> guest: yes, i believe that's true. we'll say this was a watershed, but compare today what's going on now we say in 2020 that was baby steps. the kinds of things that people will be able to do with our data we can't imagine right now, or we can, but it will seem silly. and the real interesting question is if it's political, can they do stuff that even the government will say is not acceptable for regular

marketers? in other words, political speech. does data marketing for politics, is that considered political speech and so is off limits to any kind of regulation? that's a question we haven't resolved yet. >> host: so what are the privacy implications of the -- >> guest: we've just been talking about it. it just depends what you mean by privacy. the interesting question is americans have a hard time grappling with the notion of privacy because it's very tough to understand what's happening. if you go to a site and it says you can disable the cookies but if you disable the cookies, you may not have the optimal use of the site, what are you going to do? the privacy policies are impossible to read, and generally even if you read them, it's what i call a tough luck policy. you can't do anything about it anyway x. there are very few places that allow you to negotiate with them. ah, how about you don't take this data? we don't have that yet. in europe they're getting more careful about this.

eventually, i argue what we should really realize is that what this is about is dignity, respect, in fact respect. information respect. and we haven't gotten and marketers haven't gotten their heads around collectively the idea that it's really important to respect people's information as we respect people in our everyday lives. >> host: so who are the new mad men of the 21st century? >> guest: good question. the statisticians. the computer modelers. that's the future in advertising, see? it used to be the people who wrote the ads, and they still -- i mean, they get angry when i say this, but the real center of power in advertising is moving toward media buying which is the idea of choosing what kinds of channels to reach people with. and then the people who create the software around media buyers that define you and me and decide whether we should get this offer, in this coupon and not that one. >> host: and we've being talking with joseph turow who is a professor at the university of

pennsylvania. here's his most recent book, "the daily you: how the new advertising industry is defining your identity and your worth." >> tell us what you think about our programming the this weekend. you can tweet us @booktv, comment on our facebook wall or send us an e-mail. booktv, nonfiction books every weekend on c-span2. >> one of the things you learn he you read about children with alcoholics and people in that kind of family dynamic is that a child like bill clinton begins to feel like he has the responsibility of bringing healing to that family, of redeeming it, of creating honor where there's dishonor. and he's so, he basically sets out to be the person who's going to rescue and redeem the family. he is an incredible student. he's front of his class. he becomes very active in boys' nation which is kind of a junior american legion.

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