And then there's this

the long version

And Then There's This is Bill Wasik's journey along the unexplored frontier of the twenty-first century's rambunctious new-media culture. He covers this world in part as a journalist, following "buzz bands" as they rise and fall in the online music scene, visiting with viral marketers and political trendsetters and online provocateurs. But he also wades in as a participant, conducting his own hilarious experiments: an e-mail fad (which turned into the worldwide "flash mob" sensation), a viral website in a month-long competition, a fake blog that attempts to create "antibuzz," and more. --from publisher description