Matters of Scale - Attention Deficit Disorder

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Number of responses in the three months after the makers of Lifesavers candy created a web site last year asking whether the pineapple Lifesavers should be replaced by another flavor
400,000
Number of times the Worldwatch web site was viewed in that same period
283,000
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Number of televisions per 1,000 U.S. citizens
805
Number of daily newspaper subscriptions per 1,000 U.S. citizens
212
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Working vocabulary of the average 14-year-old in the United States in 1950
25,000 words
Average vocabulary in 1999
10,000 words
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Number of hours per day the average American spent consuming some form of media (television, radio, Internet, newspaper, etc.) in 1995
10
Number of hours spent in 1998
12
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Number of corporate logos the average American can recognize today
more than 1,000
Number of plants and animals native to his or her locality that the average American can recognize today
fewer than 10
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Sources: Lifesavers: personal correspondence with John Barrows, Senior Manager, Marketing Communication, Nabisco, Inc., 11 November 1999; television numbers, and newspaper subscriptions: U.N. Development Programme, Human Development Report 1998 (New York: Oxford University Press, 1998); vocabularies, corporate logo and species recognition: David Orr, “Verbicide,” Conservation Biology, August 1999; media consumption: Robert McChesney, Rich Media, Poor Democracy (Chicago: University of Illinois Press, 1999).