Table of contents : Introduction : Here's the deal -- Part I. Masters of blazing modernities : The first attention merchants The alchemist For king and country Demand engineering, scientific advertising, and what women want A long lucky run Not with a bang but with a whimper -- Part II. The conquest of time and space : The invention of prime time The! prince Total attention control, or the madness of crowds Peak attention, American style Prelude to an attentional revolt The great refusal Coda to an attentional revolution -- Part III. The third screen : Email and the power of the check-in Invaders AOL pulls 'em in -- Part IV. The importance of being famous : Establishment of the celebrity-industrial complex The Oprah model The panopticon -- Part V. Won't be fooled again : The kingdom of content: this is how you do it Here comes everyone The rise of clickbait The place to be The importance of being microfamous The fourth screen and the mirror of Narcissus The web hits bottom A retreat and a revolt Who's boss here? -- Epilogue: The temenos.