Author : Kathleen Hall Jamieson
Release : 1997
Genre : Business & Economics
Kind : eBook
Book Rating : /5 ( reviews)

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Book Synopsis The Interplay of Influence by : Kathleen Hall Jamieson

Download or read book The Interplay of Influence written by Kathleen Hall Jamieson. This book was released on 1997. Available in PDF, EPUB and Kindle. Book excerpt: Focusing on the persuasive strategies of journalists, advertisers, and politicians, this text examines the power of the mass media to influence the perceptions and actions of the public. It also reveals how the public exerts its own influence on the mass media in turn. After an introductory chapter on the nature and use of the mass media, the authors examine in turn journalism and advertising, with separate chapters on definition, persuasive strategies, and interactive influence. In the final two chapters, they turn to the world of politics, noting how politicians use both news and advertising to get their points across to the public.