Nothing "goes viral". If you think a popular movie, song, or app came out of nowhere to become a word-of-mouth success in today's crowded media environment, you're missing the real story. Each blockbuster has a secret history - of power, influence, dark broadcasters, and passionate cults that turn some new products into cultural phenomena. In his groundbreaking investigation, Atlantic senior editor Derek Thompson uncovers the hidden psychology of why we like what we like.

There Plant Eyes probes the ways in which blindness has shaped our ocularcentric culture, challenging deeply ingrained ideas about what it means to be “blind”. For millennia, blind­ness has been used to signify such things as thoughtlessness (“blind faith”), irrationality (“blind rage”), and unconsciousness (“blind evolution”). But at the same time, blind people have been othered as the recipients of special powers as compensation for lost sight (from the poetic gifts of John Milton to the heightened senses of the comic book hero Daredevil).

Join Ursula K. Le Guin as she explores a broad array of subjects, ranging from Tolstoy, Twain, and Tolkien to women's shoes, beauty, and family life. With her customary wit, intelligence, and literary craftsmanship, she offers a diverse and highly engaging set of stories. The Wave in the Mind includes some of Le Guin's finest literary criticism, rare autobiographical writings, performance-art pieces, and most centrally, her reflections on the arts of writing and reading.

Ten years ago, Roy Peter Clark, America's most influential writing teacher, whittled down almost 30 years of experience in journalism, writing, and teaching into a series of 50 short essays on different aspects of writing. In the past decade, Writing Tools has become a classic guidebook for novices and experts alike and remains one of the best loved books on writing available. This new edition includes five brand-new, never-before-shared tools.

In The Sea We Swim In, Frank Rose leads us to a new understanding of stories and their role in our lives. For decades, experts from many fields - psychologists, economists, advertising and marketing executives - failed to register the power of narrative. Scientists thought stories were frivolous. Economists were knee-deep in theory. Marketers just wanted to cut to the sales pitch. Yet stories, not reasoning, are the key to persuasion.

One of the most highly acclaimed and best-selling authors of our time now gives us a book that charts the history of his own enchantment with story - from his own books to those of Blake, Milton, Dickens, and the Brothers Grimm, among others - and delves into the role of story in education, religion, and science. At once personal and wide-ranging, Daemon Voices is both a revelation of the writing mind and the methods of a great contemporary master and a fascinating exploration of storytelling itself.

Since she burst spectacularly into view with her debut novel almost two decades ago, Zadie Smith has established herself not just as one of the world's preeminent fiction writers but also a brilliant and singular essayist. She contributes regularly to The New Yorker and the New York Review of Books on a range of subjects, and each piece of hers is a literary event in its own right.

Terry Pratchett has earned a place in the hearts of listeners the world over with his best-selling Discworld series - but in recent years he has become equally well-known and respected as an outspoken campaigner for causes including Alzheimer's research and animal rights. A Slip of the Keyboard brings together for the first time the finest examples of Pratchett's nonfiction writing, both serious and surreal: from musings on mushrooms to what it means to be a writer (and why banana daiquiris are so important).

David Morrell, best-selling author of First Blood, The Brotherhood of the Rose and The Fifth Profession, distills four decades of writing and publishing experience into this single masterwork of advice and instruction for fiction writers looking to make it big in the publishing world. With advice proven to create successful novels,

Superman, Batman, Spider-Man, Iron Man, Wonder Woman, the Avengers, the X-Men, Watchmen, and more: the companion volume to the PBS documentary series of the same name that tells the story of the superhero in American popular culture.

In 2010 Clive James was diagnosed with terminal leukemia. Deciding that "if you don't know the exact moment when the lights will go out, you might as well read until they do", James moved his library to his house in Cambridge, where he would "live, read, and perhaps even write". James is the award-winning author of dozens of works of literary criticism, poetry, and history, and this volume contains his reflections on what may well be his last reading list.

Beloved for his epic agony, brilliantly discerning eye, and hilarious and constantly self-questioning tone, David Foster Wallace was heralded by both critics and fans as the voice of a generation. Both Flesh and Not gathers 15 essays never published in book form, including "Federer Both Flesh and Not", considered by many to be his nonfiction masterpiece; "The (As it Were) Seminal Importance of Terminator 2", which deftly dissects James Cameron's blockbuster; and more.

In these nine essays, Richard Russo provides insight into his life as a writer, teacher, friend, and reader. From a commencement speech he gave at Colby College, to the story of how an oddly placed toilet made him reevaluate the purpose of humor in art and life, to a comprehensive analysis of Mark Twain's value, to his harrowing journey accompanying a dear friend as she pursued gender-reassignment surgery, The Destiny Thief reflects the broad interests and experiences of one of America's most beloved authors.

Good Prose is an inspiring book about writing - about the creation of good prose - and the record of a warm and productive literary friendship. The story begins in 1973, in the offices of the Atlantic Monthly, in Boston, where a young freelance writer named Tracy Kidder came looking for an assignment. Richard Todd was the editor who encouraged him, and from that article grew a lifelong association. Before long, Kidder's The Soul of a New Machine, the first book the two worked on together, had won the Pulitzer Prize.

In the years between World War II and the emergence of television as a mass medium, American popular culture as we know it was first created in the bold, pulpy pages of comic books. The Ten-Cent Plague explores this cultural emergence and its fierce backlash while challenging common notions of the divide between "high" and "low" art.