314 THE RICH,RICHER AND THE POOR,POORER and dams.The present thaw in the Cold War will no and related management services bound for the rest of doubt expand these opportunities.American engi-the world.In return,IBM's top executives are neers from Bechtel(a global firm notable for having generously rewarded. employed both Gaspar Weinberger and George The most important reason for this expanding Shultz for much larger sums than either earned in world market and increasing global demand for the the Reagan administration)have begun help in the symbolic and analytic insights of Americans has Soviets design and install a new generation of nuc-been the dramatic improvement in worldwide lear reactors.Nations also are hiring American communication and transportation technologies. bankers and lawyers to help them renegotiate the Designs,instructions,advice,and visual and audio terms of their loans with global banks,and symbols can be communicated more and more Washington lobbyists to help them with Congress, rapidly around the globe,with ever-greater preci- the Treasury,the World Bank,the IMF,and other sion and at ever-lower cost.Madonna's voice can be politically sensitive institutions.In fits of obvious transported to billions of listeners,with perfect desperation,several nations emerging from com- clarity,on digital compact disks.A new invention munism have even hired American economists to emanating from engineers in Battelle's laboratory in teach them about capitalism. Columbus,Ohio,can be sent almost anywhere via Almost everyone around the world is buying the modem,in a form that will allow others to examine it skills and insights of Americans who manipulate in three dimensions through enhanced computer oral and visual symbols-musicians,sound engi- graphics.When face-to-face meetings are still neers,film producers,makeup artists,directors, required-and videoconferencing will not suffice- cinematographers,actors and actresses,boxers, it is relatively easy for designers,consultants,advi- scriptwriters,songwriters,and set designers. sers,artists,and executives to board supersonic Among the wealthiest of symbolic analysts are jets and,in a matter of hours,meet directly with Steven Spielberg,Bill Cosby,Charles Schultz,Eddie their worldwide clients,customers,audiences,and Murphy,Sylvester Stallone,Madonna,and other employees. star directors and performers-who are al most as With rising demand comes rising compensation. well known on the streets of Dresden and Tokyo Whether in the form of licensing fees,fees for ser- as in the Back Bay of Boston.Less well rewarded vice,salaries,or shares in final profits,the economic but no less renowned are the unctuous anchors result is much the same.There are also non- on Turner Broadcasting's Cable News,who appear pecuniary rewards.One of the best-kept secrets daily,via satellite,in places ranging from Vietnam among symbolic analysts is that so many of them to Nigeria.Vanna White is the world's most enjoy their work.In fact,much of it does not count watched game-show hostess.Behind each of these as work at all,in the traditional sense.The work of familiar faces is a collection of American problem-routine producers and in-person servers is typically solvers,-identifiers,and-brokers who train,coach,monotonous;it causes muscles to tire or weaken advise,promote,amplify,direct,groom,represent,and involves little independence or discretion.The and otherwise add value to their talents.5 work'of symbolic analysts,by contrast,often There are also the insights of senior American involves puzzles,experiments,games,a significant executives who occupy the world headquarters of amount of chatter,and substantial discretion over global 'American'corporations and the national or what to do next.Few routine producers or in-person regional headquarters of global foreign'corpora- servers would 'work'if they did not need to earn the tions.Their insights are duly exported to the rest of money.Many symbolic analysts would 'work'even if the world through the webs of global enterprise.money were no object. IBM does not export many machines from the At midcentury,when America was a national United States,for example.Big Blue makes market dominated by core pyramid-shaped cor- machines all over the globe and services them on porations,there were constraints on the earnings the spot.Its prime American exports are symbolic of people at the highest rungs.First and most and analytic.From IBM's world headquarters in Armonk,New York,emanate strategic brokerage314 THE RICH, RICHER AND THE POOR, POORER and dams. The present thaw in the Cold War will no doubt expand these opportunities. American engi­ neers from Bechtel (a global firm notable for having employed both Gaspar Weinberger and George Shultz for much larger sums than either earned in the Reagan administration) have begun help in the Soviets design and install a new generation of nuc￾lear reactors. Nations also are hiring American bankers and lawyers to help them renegotiate the terms of their loans with global banks, and Washington lobbyists to help them with Congress, the Treasury, the World Bank, the IMF, and other politically sensitive institutions. In fits of obvious desperation, several nations emerging from com­ munism have even hired American economists to teach them about capitalism. Almost everyone around the world is buying the skills and insights of Americans who manipulate oral and visual symbols—musicians, sound engi­ neers, film producers, makeup artists, directors, cinematographers, actors and actresses, boxers, scriptwriters, songwriters, and set designers. Among the wealthiest of symbolic analysts are Steven Spielberg, Bill Cosby, Charles Schultz, Eddie Murphy, Sylvester Stallone, Madonna, and other star directors and performers—who are al most as well known on the streets of Dresden and Tokyo as in the Back Bay of Boston. Less well rewarded but no less renowned are the unctuous anchors on Turner Broadcasting's Cable News, who appear daily, via satellite, in places ranging from Vietnam to Nigeria. Vanna White is the world's most watched game­show hostess. Behind each of these familiar faces is a collection of American problem­ solvers, ­identifiers, and ­brokers who train, coach, advise, promote, amplify, direct, groom, represent, and otherwise add value to their talents.5 There are also the insights of senior American executives who occupy the world headquarters of global 'American' corporations and the national or regional headquarters of global `foreign' corpora￾tions. Their insights are duly exported to the rest of the world through the webs of global enterprise. IBM does not export many machines from the United States, for example. Big Blue makes machines all over the globe and services them on the spot. Its prime American exports are symbolic and analytic. From IBM's world headquarters in Armonk, New York, emanate strategic brokerage and related management services bound for the rest of the world. In return, IBM's top executives are generously rewarded. The most important reason for this expanding world market and increasing global demand for the symbolic and analytic insights of Americans has been the dramatic improvement in worldwide communication and transportation technologies. Designs, instructions, advice, and visual and audio symbols can be communicated more and more rapidly around the globe, with ever­greater preci­ sion and at ever­lower cost. Madonna's voice can be transported to billions of listeners, with perfect clarity, on digital compact disks. A new invention emanating from engineers in Battelle's laboratory in Columbus, Ohio, can be sent almost anywhere via modem, in a form that will allow others to examine it in three dimensions through enhanced computer graphics. When face­to­face meetings are still required—and videoconferencing will not suffice— it is relatively easy for designers, consultants, advi­ sers, artists, and executives to board supersonic jets and, in a matter of hours, meet directly with their worldwide clients, customers, audiences, and employees. With rising demand comes rising compensation. Whether in the form of licensing fees, fees for ser­ vice, salaries, or shares in final profits, the economic result is much the same. There are also non­ pecuniary rewards. One of the best­kept secrets among symbolic analysts is that so many of them enjoy their work. In fact, much of it does not count as work at all, in the traditional sense. The work of routine producers and in­person servers is typically monotonous; it causes muscles to tire or weaken and involves little independence or discretion. The `work' of symbolic analysts, by contrast, often involves puzzles, experiments, games, a significant amount of chatter, and substantial discretion over what to do next. Few routine producers or in­person servers would 'work' if they did not need to earn the money. Many symbolic analysts would 'work' even if money were no object. At midcentury, when America was a national market dominated by core pyramid­shaped cor­ porations, there were constraints on the earnings of people at the highest rungs. First and most