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.
- ISBN10 0534514316
- ISBN13 9780534514310
- Publish Date 25 July 1996 (first published 31 January 1983)
- Publish Status Out of Print
- Out of Print 12 December 2013
- Publish Country US
- Publisher Cengage Learning, Inc
- Imprint Wadsworth Publishing Co Inc
- Edition 4th Revised edition
- Format Paperback
- Pages 352
- Language English