Now You See It: How the Brain Science of Attention Will Transform the Way We Live, Work, and Learn

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Now You See It: How the Brain Science of Attention Will Transform the Way We Live, Work, and Learn

3.79 of 5 stars 3.79 · rating details · 334 ratings · 81 reviews

A digital innovator shows how we can thrive in the new technological age.

When Cathy Davidson and Duke University gave free iPods to the freshman class in 2003, critics said they were wasting their money. Yet when students in practically every discipline invented academic uses for their music players, suddenly the idea could be seen in a new light-as an innovative way to...more

Hardcover, 352 pages

Published August 18th 2011 by Viking Adult

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Oct 25, 2012 Claire rated it 4 of 5 stars · review of another edition

Now You See It is an informational text that seeks to talk about education an the workplace in modern society. I chose to read it because I had the good fortune of attending a talk about this book by the author.

Like many books of the sort, Now You See it uses many different examples and topics to state the author's opinion on a particular topic. The main focus of Now You See It is the science of attention, though it also places a very strong focus on how the turn of the century, and the technolo...more

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Mar 15, 2012 Paul Signorelli rated it 5 of 5 stars

Shelves: brain, change, collaboration, innovation, learning, training, workplace-learning-and-performance

Cathy Davidson is an engaging, thoughtful, and thought-provoking writer; she also is a justifiably admired educator (former vice provost for interdisciplinary studies at Duke University) who clearly puts her attention on the learners she serves. And she has plenty to teach all trainer-teacher-learners about what we're doing right as well as what we're failing miserably to achieve. Her goal, she tells us right up front in "Now You See It," is to provide "a positive, practical, and even hopeful st...more

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Jan 14, 2012 Laurie rated it 4 of 5 stars

This is a very interesting book, but I feel the title is a little misleading. It’s not so much that brain science will transform how we do things; it’s more that technology will. In a world where the boundaries between work and personal life have been broken down by constant email, texts, and cell phones; where classrooms have been infiltrated by iPods and homework over the internet; where people all over the world are working to produce the largest, constantly changing, encyclopedia; and where...more This is a very interesting book, but I feel the title is a little misleading. It’s not so much that brain science will transform how we do things; it’s more that technology will. In a world where the boundaries between work and personal life have been broken down by constant email, texts, and cell phones; where classrooms have been infiltrated by iPods and homework over the internet; where people all over the world are working to produce the largest, constantly changing, encyclopedia; and where many jobs require skill sets that didn’t even exist 25 years ago, the way people are educated has to change. That seemed to me to be the main thrust of the book.

This is not the first time that technology has changed the way people learned and thought. The steam powered press and machine made ink and paper put books and magazines into the hands of the middle class for the first time. Everyday people could learn things that they had no direct physical contact with. This was a revolution in education.

The education system we use today was designed near the start of the machine age, an age of factories that created identical things, and wanted workers who behaved in identical ways. That’s not the way the world works today. In a lot of jobs, people need the ability to create, not do the same task over and over again- although these are higher paying jobs for the college educated, not the McJobs that so many of us are stuck in; the author is dealing with ‘thinking’ jobs in this book, not service jobs. Davidson believes that the schools must change to make education fun and interesting for the students; children usually feel that ‘learning’ is unpleasant when asked about it, but will happily learn from a video game, and in fact deny that they were learning from it. The author also feels that many of the children diagnosed with ADHD are simply not being taught things that interest them, and are far from hopeless in the classroom- provided the classroom changes to meet their needs. She’s not denying the need for learning basic skills- reading, writing, math- but feels these things need to be taught differently. Sadly, in an era where funding for schools is being cut back, I don’t see that these changes will take place in the near future.

She also points out that our beliefs changes how we perceive things; the student that we feel has ADHD and should be medicated if we see them in a reading class we might think was a genius if we see them first in an art class; memory lapses are ignored when young people make them but are seen as signs of dementia when someone over 45 has them. We need to become more aware of our preset beliefs to see things as they really are.

I think it’s a valuable book for educators and business managers, but a lot of changes- expensive ones in some cases- will have to be made for her ideas to be made real. I think that will be very slow in coming.
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Dec 14, 2011 John Mcelravy rated it 4 of 5 stars

Davidson covers a lot of ground in Now You See It from learning disabilities to neurology to improving the classroom and the workplace. Definitely worth reading if any of those subjects fascinate you. Davidson, formerly of Duke University now with HASTAC/MacArthur Foundation, has had the opportunity to work on some intriguing projects including one where Duke students were given iPods and open-endedly told to find an "educational use" for them... which they did in really surprising and cool ways...more

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Sep 12, 2011 Michael Burnam-fink rated it 4 of 5 stars

Shelves: 2011

Davidson begins with a fascinating premise. What if we seriously considered the ways in which we think, especially the ways in which we selectively pay attention to and ignore the world around us, and then formed our educational and workplace environments around our brains, rather than trying to hammer our polygonal personalities into round holes?

It's an idea so simple you'll be shocked you didn't have it. Anybody who's in school or the workplace will tell that something is rotten in the state o...more

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Sep 10, 2011 Mark Changizi rated it 3 of 5 stars

...In general, I'm receptive to knock-down-the-pillars theses, but Ms. Davidson's book is ultimately a disappointment, mostly because of the way it treats "the science"—in particular, my own specialty, brain science. Ms. Davidson writes as if the human mind's functions are almost totally elastic. "Learning happens in everything we do," she writes. "Very little comes by 'instinct.' " In fact, instincts are often part of what help us to learn—the classic example being fear of things like snakes an...more

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Dec 15, 2011 Den rated it 4 of 5 stars

In 2003, Duke University professor Cathy Davidson gave free iPods to the incoming freshman class and touched off a firestorm in the media. Critics derided it as a waste of money. Soon, however, students from nearly every discipline were developing numerous academic uses for the devices. In another experiment, students were shown a video and asked to count volleyballs. After the video, the group was asked how many of them saw the gorilla. Most of them responded with, “What gorilla?” Then the vide...more

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Nov 20, 2011 Naum rated it 4 of 5 stars

Author begins by presenting the experiment where students are asked to tally basketball player acts and are so focused that few see the the gorilla that prances through the gym. The author saw it, because she's wired in that ADD way -- that condition, she argues, is actually much more attuned to our post-internet world. It's the static structure and systems that's remained unchanged and serves the real hinderance. Our schools remain the same as they did at the turn of last century, when moderniz...more

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May 17, 2012 Marleah rated it 3 of 5 stars

It was very interesting reading this book shortly after reading Quiet by Susan Cain. Davidson thinks about multitasking in a very positive way, even stating that humans are meant to multitask. Cain has a different perspective and is less positive about multitasking. All in all - I think this goes to prove one of Davidson's main points: it takes all kinds of us and all of our own specific skills to address the whole picture. She begins the book by discussing the "modern classic" experiment in whi...more

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Apr 19, 2012 Jon Cassie rated it 5 of 5 stars

What a fascinating piece of work. I've long been a big fan of Cathy Davidson's writing and work. Her memoir of her time in Japan - "36 Views of Mount Fuji," is one of my favorite examples of the genre, period.

In this book, she does an exemplary job of unpacking the anxiety felt by many people about the changes being wrought in society by the Internet revolution. She analyzes 20th century practices, modes of organization, thinking, educating and thinking and demonstrates why these modes do not ho...more What a fascinating piece of work. I've long been a big fan of Cathy Davidson's writing and work. Her memoir of her time in Japan - "36 Views of Mount Fuji," is one of my favorite examples of the genre, period.

In this book, she does an exemplary job of unpacking the anxiety felt by many people about the changes being wrought in society by the Internet revolution. She analyzes 20th century practices, modes of organization, thinking, educating and thinking and demonstrates why these modes do not hold up in the information age we now live in.

A couple of quotes to illustrate her thinking:

"Keep in mind that we had over a hundred years to perfect our institutions and work for the industrial age. The chief purpose of those organizations was to make the divisions of labor central to industrialization seems natural to twntieth-century workers. We had to be trained to inhabit the twntieth centur comfortably and productively. Everything about school and work in the twentieth century was designed to create and reinforce separate subjects, separate cultures, separate grades,separate functions, separate spaces for personal life, work, private life, and all other functions. And then the Internet came along." (13)

"School has been organized to prepare us for work, dividing one age group from another, one subject form another, with grades demarcating who is and who isn't academically gifted, and with hierarchies of what knowledge is or is not important. Intellectual work, in general, is divided up too, with facts separated from interpretation, logic from imagination, rationality from creativity and knowledge from entertainment. In the end, there are no clear boundaries separating any of these things from the other, but we've arranged our institutions to make it all seem as discrete, fixed and hierarchical as possible." (279)

Davidson is a smart visionary able to synthesize across scientific, literary and social disciplines. My only caveat on the book is that if you are reasonably well read on the literature of 21st century change, the first chapter is going to feel like a review of the literature. But don't worry, things get good in chapter 2!(less)

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Aug 21, 2011 Frank Spencer rated it 5 of 5 stars

The author believes that our schools and work places have not changed to take into account the changes brought about by computers and the internet. She thinks that we need to be more collaborative, problem solving oriented, creative, appreciative of learning differences, and relevant in our teaching, learning and work. She has certainly been in the middle of some of the changes which have recently taken place, such as the ipod initiative at Duke University and HASTAC. She has a lot of personal...more

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Dec 12, 2011 Grace rated it 4 of 5 stars

Shelves: cultural-studies, non-fiction, science-brain, education, current-events, read-in-2011

Have you ever wondered how we are preparing ourselves and our children to survive and thrive in the digital age? Have you wondered why elementary and high schools haven't changed all that much since you attended them? Have you wondered why the only signs of the digital age in your workplace are the computers in each cubicle? If you answered yes to any or all of these questions, Cathy N. Davidson's Now You See It: How The Brain Science of Attention Will Transform The Way We Live, Work, and Learn...more

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Nov 23, 2011 Trevor rated it 3 of 5 stars

Shelves: behavioural-economics, education, psychology, social-theory

Although it probably doesn’t really seem like it at first glance, this book is really about cognitive dissonance. It is about the many ways that we find to ignore the fact that we are mostly blind and mostly only see what we want to see. I absolutely know this is true of me, for instance – and that it is perhaps getting truer as I get older. I can read these books, but I’m not sure they help me see my own blind spots. Although these books do make me feel like an expert in everyone else’s blind s...more Although it probably doesn’t really seem like it at first glance, this book is really about cognitive dissonance. It is about the many ways that we find to ignore the fact that we are mostly blind and mostly only see what we want to see. I absolutely know this is true of me, for instance – and that it is perhaps getting truer as I get older. I can read these books, but I’m not sure they help me see my own blind spots. Although these books do make me feel like an expert in everyone else’s blind spots.

I suppose one of my blind spots is that I increasingly expect most people to be selfish, nasty and utterly lacking in compassion. The Australian Coalition talk of ‘families’ while cutting nurses from our hospitals, American Republicans are photographed with beaming smiles and money sticking out of every orifice and British Conservatives assure us we can have growth through austerity, despite all evidence to the contrary. But as long as these cuts and thrusts and back-of-the-hand gangster slaps are directed at others, their supporters can talk or ‘compassionate conservatism’ or ‘Big Society’ or ‘ditch the bitch’ without ever a blush.

We see what we want to see. And if there is a lesson to the moon dancing bear it is probably that we are happy to keep on seeing what we want to see. In fact, we become a little annoyed at our having counted the basketball passes all the way up to seventeen and then not receive proper recognition for our efforts…

We are as defined by our blind spots and the half-truths (and worse) we tell of ourselves, by our shadows that always remain infinitely dark, as we are defined by the dazzling, rose-tinted light we shine on our good deeds and our fine sounding opinions. The light is the shadow; the shadow, the light.

To be honest, I thought this book was simply too chatty to be of much use. I found my mind wandering and myself wondering why quite so much fluff was needed. It was almost as if the author thought that we would find her message so terribly challenging (essentially, that we are deluded and need to find ways to trip ourselves up, so as to be able look again, to perhaps be able to see) that she needed to wrap this message in endless balls of cottonwool.

There are good bits – mainly her attack on The Shallows: What the Internet is Doing to Our Brains – her assertion that rather than multitasking being bad for us, it is in fact our standard human response, due to the fact that our brains are not good at doing boring. This leads to her attack on Fordism and Taylorism for exactly the same reason.

The problem I see with all of this – besides the fact that it is really a bit like The Lonely Crowd, Revised edition: A Study of the Changing American Character, that is, a manifesto for a very small portion of humanity, maybe only the top 5% of the top half billion people on the planet – is that the idea of the future of work being for the symbolic manipulators probably isn’t quite as universally true as is often maintained.

Her notion of the future of work as being people working from home in a sequence of short-term, project-centred activities sounds wonderful – although I struggle to see how these people are going to be adequately reimbursed for their labour and thereby be able to afford to buy a house or food or those sorts of crazy things – but then, who needs the necessities of life when there are so many luxuries and all so close to hand. This makes her complaints about 80 hour working weeks and our need to rethink our priorities all ring a little hollow.

Look, her heart is in the right place – it is just that I didn’t think she quite saw some of the moon dancing bears our world is so full of at the moment. A bit like wondering why guys holding guns at Tea Party demonstrations don’t get pepper sprayed and bashed by police. Just maybe it is because even if these morons were carrying bazookas they would still never be a threat to the system – whereas young people aggressively sitting on the ground, linking arms, humming Radiohead’s No Surprises and sleeping out in parks clearly are. There was a time when those in power thought it necessary to buy off the people of the first world – they clearly don’t feel that is necessary any longer. But we all go on dutifully counting the basketball passes.

I’m not sure if I would recommend this book. There are some very interesting and even important ideas here, but they are buried in so much guff and fluff and padding that if you do plan on reading it I can only recommend you bring a shovel.
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Jun 02, 2012 Kayt rated it 3 of 5 stars

Shelves: nonfiction

More like a 3.5, but Goodreads is annoying and stubbornly refuses to let me do that.

Basically: a book about how humans pay attention and learn, and how it is changing/should change now that computers and the internet are involved.

I enjoyed the beginning more, because it was talking about the things that influence how we learn. For example, babies *learn* that some things (grandparents) are considered more worthy of attention than other (light hitting the curtains).

Later chapters focus on school...more More like a 3.5, but Goodreads is annoying and stubbornly refuses to let me do that.

Basically: a book about how humans pay attention and learn, and how it is changing/should change now that computers and the internet are involved.

I enjoyed the beginning more, because it was talking about the things that influence how we learn. For example, babies *learn* that some things (grandparents) are considered more worthy of attention than other (light hitting the curtains).

Later chapters focus on school and learning, and the workplace. Davidson makes good points, using studies to back up what she writes. The tone is distinctly "the internet is good! Long live the digital revolution!" And she makes some compelling points--how school is based on an old model meant to prepare students for a few specific industries, not geared at creativity. Then again, I'm also biased because I was homeschooled, so all all the "GASP! This doesn't work well! But these other creative/individual things do!" stuff was...old news, I guess. Very unsurprising.

For the workplace, I did have to wonder, though, how much of a change society would have to go through for what Davidson wants to occur across the board. I felt that as the book went on, it was leaning more and more toward idealization and didn't address things that would stand in the way.

...But then again, I was getting bored. I love reading about studies and stuff, not so much "this is how things could/should be!"

Also, there really wasn't that much about "the brain science of attention." We did get some attention-specific stuff, especially early on, but more and more there'd just be a quick "etc etc and also attention!" thrown in, sort of like when I was writing undergrad papers and got off-topic but liked what I wrote so I'd throw in a feeble line so we could all pretend that it was relevant. Not that the book is bad, but it's more focused on changing needs in school and the workplace in response to a shifting society, digitally, than "attention."(less)

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Jun 26, 2012 Don rated it 1 of 5 stars

Seriously flawed book that reads more like a sales brochure than an even marginally objective account of the Web and globalized business practices. If you read it for its very sketchy introduction to brain sciences and its one-sided view of an admittedly flawed educational system, starting with the university system, look for a serious engagement with the ethical and environmental consequences of the wired mind, business, and school. There are slight nods in those directions, but the book begs f...more

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May 25, 2012 Paras Allana rated it 2 of 5 stars

Shelves: education, psychology

2.5 stars

Like the gorilla experiment, it feels that the writer too had a blind spot. She was concentrating so much to write this book and make her point that she skipped over how boring and repetitive she is being. Her writing style is chatty and it makes you go on reading. This would be a book that would appeal to a layman and would also be readable but I am not sure the whole book is worth the time and attention it requires. Lucky for me, I divided my attention and listened it to the audiobook...more

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Aug 21, 2011 John Carter McKnight rated it 5 of 5 stars

Shelves: academic

Best book of the year so far. Ostensibly on the neuroscience of attention, this is actually a take-no-prisoners critique of XXth Century institutions and ideologies, from Taylorism to old folks' homes. The last century divided, labeled, categorized and separated us in the name of efficiency: Davidson looks to a new century of multitasking, networking, and above all, joy in learning, supported by the latest research in brain science.

Anecdotal, fluid, passionate, this book is a compelling, moving,...more

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Oct 14, 2012 Debbie Morrison rated it 3 of 5 stars

Shelves: higher-education

Though the book presents several thought-provoking concepts, there are few concrete suggestions or solutions that an educator can grab hold of to apply, other than the idea that students respond to active and involved learning. Davidson makes the case that because the brain is capable of multitasking, students can adapt to various stimuli in the environment, thus active learning or digital learning is beneficial.

Davidson does highlight the significant shortfall in American K12 education, and its...more

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Sep 19, 2012 Don O'goodreader rated it 2 of 5 stars

Shelves: memoir

With the rise of the Internet, You can't tell a book by its cover has never been more important. For example, Now You See It by Cathy N Davidson is most like annoying link bait, promising brain science on the cover, but delivering an Internet-style memoir full of hyperbole, anecdotes, and opinion. With equal parts self-aggrandizing remembrances and paeans to Internet browsing and video games, this book demonstrates how the Internet provides a echo chamber where everyone can be a self-appointed p...more

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Nov 13, 2011 Cheryl rated it 4 of 5 stars

Written by the former Vice Provost of Interdisciplinary Studies at Duke University, "Now You See" it is a very well written book packed with interesting information about how we pay attention, distraction, multitasking, how schools are structured for the last century and why we need an overhaul to prepare students for this one. A very interesting book about how we have all changed in a digital age, how schools must change because the workplace IS changing (It included a very interesting look at...more

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Jun 12, 2012 Roger rated it 4 of 5 stars

Shelves: career, non-fiction

The book is about attention. As I was reading, I was thinking about how different my work and creative brains worked. In the zone, I can work for hours on software completely focused on what I am doing. (Actually, that is the best way to program.) When I am in my creative world, my brain doesn't focus at all, but seems to be trying many different parallel paths concurrently. This seems to follow from Davidson's work.

Attention and focus are important, but are those still the most important skill...more

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Sep 19, 2011 Hom Sack rated it 2 of 5 stars

If you're interested in knowing "How the Brain Science of Attention Will Transform the Way We Live, Work, and Learn" as the subtitle of this book states, you may be sorely disappointed. There little brain science here. At least any that is interesting. And if you already know about the collections of anecdotes (epic wins, Second Life, the history of Wikipedia, etc.) and know how to program a VCR, it is hard not to get distracted and lose interest and wish this was a shorter book. Perhaps 100 pag...more

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Jun 22, 2012 Pamela rated it 4 of 5 stars

Part of the appeal of Now You See It is that Davidson rightfully criticizes current compartmentalized, standardized systems of education and employment that don't accommodate differences in attention or thought processes. And many of her ideas are daring and pleasantly shocking--for instance, she describes a college course she taught, "Your Brain on the Internet," that didn't have a rigid set of outcomes, a class where students were given tools and opportunity to grow in any direction they wante...more

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May 29, 2012 Zoe rated it 4 of 5 stars

Shelves: 2012books, non-fiction

My roommate saw me reading this book on the couch yesterday and asked the reasonable "What'chya reading?" question, which took me several minutes to answer. Davidson says her book is a "field guide and survival manual for the digital age", but it's also a passionate argument against standardized testing in schools, a promising look at career opportunities for those with Asperger syndrome, and a wake-up call to all of us who passively engage with life-changing technology every day. So, it's kind...more

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Apr 02, 2012 Elizabeth Housewright rated it 4 of 5 stars

Shelves: non-fiction

This book makes a strong case for collaboration and diversity if you want to see a big picture. I've seen this to be true in both work and social situations. Some things I’m thinking about as a result of reading it:
• Sometimes “pilot” can be just a label you give a project when you want a soft launch—might be better to leave expectations more open so that you won’t overlook unanticipated findings?
• She has a “strengths based” approach to a happy life, which I agree with. But I wonder if speciali...more

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Dec 02, 2012 Melanie rated it 5 of 5 stars · review of another edition

Having studied with Davidson at Duke, I was more than a little interested to read her book. Not disappointed! She has the enviable ability of making complex material both interesting and understandable; her writing style is intellectual and conversational; and her topic is engaging and thought-provoking. What difference does technology make in the ways we think? How should we rethink the ways we work and play in the world today? Why are we educating in 19th century ways for the 21st century worl...more

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Feb 24, 2013 Connie Hall rated it 4 of 5 stars

Shelves: favorites

I loved this book! It was sort of over my head with "gaming mechanics", etc... but I learned so much and was astounded by some of the things I learned. We are using twentieth century methods for teaching, assessment, workplace, etc., which are antiquated in light of the digital world. Now You See It reveals all the work being done to get the world up to speed! Very exciting, sometimes intimidating, stuff! Highly recommend it!!!

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Mar 03, 2013 Bruce rated it 5 of 5 stars

This is an excellent thoughtfull and thought producing book.
I never knew how standardized testing came to being.
I have been asking how it is that we test critical thinking by means of a multiple choice test, and should that be our only goal.

It also covers how things are changing in the workplace and the world.

I recommend everyone to at least take a look at this book.

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Dec 13, 2012 Yagiz Erkan rated it 4 of 5 stars

Very interesting book, even though it was less "scientific" than I expected (not necessarily a bad thing). Highly recommended for people who are interested in learning/teaching and how our brains cope with the era that we live in. It is also interesting and very frustrating to see the century-old approaches and methods that we apply to learning and working.

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Jan 10, 2013 Joe rated it 3 of 5 stars

Shelves: nonfiction, teaching

Davidson argues that a focus on old, linear ways of thinking may blind us to new forms of attention and intelligence emerging in our digital era. Fair enough, but there is a cheerleading quality to the argument that wore me down pretty quickly. Also, not a whole lot of actual science discussed.

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About Cathy N. Davidson

Cathy N. Davidson served from 1998 until 2006 as the first Vice Provost for Interdisciplinary Studies at Duke University, where she worked with faculty to help create many programs, including the Center for Cognitive Neuroscience and the program in Information Science + Information Studies (ISIS). She is the co-founder of Humanities, Arts, Science, and Technology Advanced Collaboratory, HASTAC (ha...more

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