Why do we eat sardines, but never goldfish; ducks, but never parrots? Why does adding cheese make a hamburger a "cheeseburger" whereas adding ketchup does not make it a "ketchupburger"? By the same token, how do we determine which things said at a meeting should be included in the minutes and which ought to be considered "off the record" and officially disregarded?

In this wide-ranging and provocative book, Eviatar Zerubavel argues that cognitive science cannot answer these questions, since it addresses cognition on only two levels: the individual and the universal. To fill the gap between the Romantic vision of the solitary thinker whose thoughts are the product of unique experience, and the cognitive-psychological view, which revolves around the search for the universal foundations of human cognition, Zerubavel charts an expansive social realm of mind--a domain that focuses on the conventional, normative aspects of the way we think.

With witty anecdote and revealing analogy, Zerubavel illuminates the social foundation of mental actions such as perceiving, attending, classifying, remembering, assigning meaning, and reckoning the time. What takes place inside our heads, he reminds us, is deeply affected by our social environments, which are typically groups that are larger than the individual yet considerably smaller than the human race. Thus, we develop a nonuniversal software for thinking as Americans or Chinese, lawyers or teachers, Catholics or Jews, Baby Boomers or Gen-Xers. Zerubavel explores the fascinating ways in which thought communities carve up and classify reality, assign meanings, and perceive things, "defamiliarizing" in the process many taken-for-granted assumptions.

For anyone who has blanched at the uphill prospect of finishing a long piece of writing, this book holds out something more practical than hope: it offers a plan. The Clockwork Muse is designed to help prospective authors develop a workable timetable for completing long and often formidable projects.

The idea of dashing off a manuscript in a fit of manic inspiration may be romantic, but it is not particularly practical. Instead, Eviatar Zerubavel, a prolific and successful author, describes how to set up a writing schedule and regular work habits that will take most of the anxiety and procrastination out of long-term writing, and even make it enjoyable. The dreaded "writer's block" often turns out to be simply a need for a better grasp of the temporal organization of work.

The Clockwork Muse rethinks the writing process in terms of time and organization. It offers writers a simple yet comprehensive framework that considers such variables as when to write, for how long, and how often, while keeping a sense of momentum throughout the entire project. It shows how to set priorities, balance ideals against constraints, and find the ideal time to write.For all those whose writing has languished, waiting for the "right moment," The Clockwork Muse announces that the moment has arrived.