Join us on a literary world trip!
Add this book to bookshelf
Grey
Write a new comment Default profile 50px
Grey
Subscribe to read the full book or read the first pages for free!
All characters reduced
The Responsive Chord - How Media Manipulate You: What You Buy    Who You Vote For    and How You Think - cover

The Responsive Chord - How Media Manipulate You: What You Buy    Who You Vote For    and How You Think

Tony Schwartz

Publisher: Mango Media

  • 0
  • 0
  • 0

Summary

The classic work on how media affects us by the man who helped create the most famous political ad in television history. 
 
Tony Schwartz drew on his unparalleled experience in the communications industry to give us The Responsive Chord, an engaging read and one of the seminal books on media. Famed for his “Daisy” campaign ad and a pioneering anti-tobacco PSA, Schwartz came to understand that most advertisers, politicians, and educators?in fact, almost all of us?use a model of communication long outmoded by the coming of electronic media: a model which has made us blind to many of the inner workings of modern communication. 
 
In The Responsive Chord, he puts forth the resonance principle—that the meaning of an ad (or any other piece of communication) is not present in the ad itself but rather in how the ad relates to the vast array of knowledge and associations already held in the mind of the viewer, both factual and emotional. Thus, audience members do not merely digest a message; they are an essential force in creating it. Schwartz guides us through the many fascinating consequences. The implications for anyone looking to impart a message or influence decisions are enormous. 
 
With so many people now getting their information through social media and “fake news” sites, it is crucial that we understand the strong forces by which these outlets act upon us and, yes, manipulate our ideas and actions. The Responsive Chord reveals these forces in a compelling, revealing read. 
 
“I read The Responsive Chord as a freshman in college and it affected everything I've ever made since. Its message is practical and deep. I'd recommend it to anyone.”?Ira Glass, creator and host of NPR's This American Life 
 
“Maybe reading this book will prepare us to think more critically about the way social media is used on, and against, us today.”?Douglas Rushkoff, author, Program or Be Programmed
Available since: 01/10/2017.
Print length: 215 pages.

Other books that might interest you

  • US World Power in Decline? - cover

    US World Power in Decline?

    PBS NewsHour

    • 0
    • 0
    • 0
    As part of his continuing series of reports examining the country's economic future, Paul Solman sits down with Yale historian Paul Kennedy to discuss the rise and fall of the U.S. and other great economic powers.
    Show book
  • Liberal Fascism - The Secret History of the American Left from Mussolini to the Politics of Meaning - cover

    Liberal Fascism - The Secret...

    Jonah Goldberg

    • 0
    • 0
    • 0
    "Fascists," "Brownshirts," "jackbooted stormtroopers"-such are the insults typically hurled at conservatives by their liberal opponents. Calling someone a fascist is the fastest way to shut them up, defining their views as beyond the political pale. But who are the real fascists in our midst?Liberal Fascism offers a startling new perspective on the theories and practices that define fascist politics. Replacing conveniently manufactured myths with surprising and enlightening research, Jonah Goldberg reminds us that the original fascists were really on the left and that liberals from Woodrow Wilson to Franklin Roosevelt to Hillary Clinton have advocated policies and principles remarkably similar to those of Hitler's National Socialism and Mussolini's Fascism.Contrary to what most people think, the Nazis were ardent socialists (hence the term National Socialism). They believed in free health care and guaranteed jobs. They confiscated inherited wealth and spent vast sums on public education. They purged the church from public policy, promoted a new form of pagan spirituality, and inserted the authority of the state into every nook and cranny of daily life. The Nazis declared war on smoking and supported abortion, euthanasia, and gun control. They loathed the free market, provided generous pensions for the elderly, and maintained a strict racial quota system in their universities-where campus speech codes were all the rage. The Nazis led the world in organic farming and alternative medicine. Hitler was a strict vegetarian, and Himmler was an animal rights activist.Do these striking parallels mean that today's liberals are genocidal maniacs, intent on conquering the world and imposing a new racial order? Not at all. Yet it is hard to deny that modern progressivism and classical fascism shared the same intellectual roots. We often forget, for example, that Mussolini and Hitler had many admirers in the United States. W. E. B. Du Bois was inspired by Hitler's Germany, and Irving Berlin praised Mussolini in song. Many fascist tenets were espoused by American progressives like John Dewey and Woodrow Wilson, and FDR incorporated fascist policies in the New Deal.Fascism was an international movement that appeared in different forms in different countries, depending on the vagaries of national culture and temperament. In Germany, fascism appeared as genocidal racist nationalism. In America, it took a "friendlier," more liberal form. The modern heirs of this "friendly fascist" tradition include the New York Times, the Democratic Party, the Ivy League professoriate, and the liberals of Hollywood. The quintessential Liberal Fascist isn't an SS storm trooper; it is a female grade-school teacher with an education degree from Brown or Swarthmore.These assertions may sound strange to modern ears, but that is because we have forgotten what fascism is. In this angry, funny, smart, contentious book, Jonah Goldberg turns our preconceptions inside out and shows us the true meaning of Liberal Fascism.
    Show book
  • The Next Century - cover

    The Next Century

    David Halberstam

    • 0
    • 0
    • 0
    What can we learn from the events of the 20th century? David Halberstam set out to answer that question in this perceptive and eye-opening work which examines the past in order to determine the future. From the rise of the Japanese economy to the startling changes that reshaped the Soviet Union and Eastern Europe, Halberstam argues that the American economy's survival depends on the rededication and continued education of the American worker. As pertinent in today's economy as it was when first published, The Next Century is a timeless call to arms, reminding us that we must continually better ourselves in order to compete on the world stage.
    Show book
  • Invisibility Toolkit - cover

    Invisibility Toolkit

    Lance Henderson

    • 0
    • 0
    • 0
    Your sovereignty is under attack. We all see it. It's all around you and your rights are being stripped away at warp speed by those who wish to take what you earned. But sometimes you have to cut your losses. Kickstart a backup plan. Start over. Move abroad. Or just hunker down and survive. Within this book lies top secrets known only to the FBI and a few law enforcement agencies: How to disappear in style and retain assets. How to switch up multiple identities on the fly and be invisible such that no one; not your ex, not your parole officer, nor even the federal government can find you. Ever. The Invisibility Toolkit is the ultimate guide for anyone who values their privacy or needs to disappear. Now. Not 6 months from now. Whether you're running from stalkers or hit men or overzealous cops or divorce courts, you owe it to yourself to learn how to protect your greatest asset: You and your family! Makes a great companion piece to J.J. Luna's "How to Be Invisible." Scroll up and hit the buy button today. Because tomorrow may be too late!
    Show book
  • Thunder of Freedom - Black Leadership and the Transformation of 1960s Mississippi - cover

    Thunder of Freedom - Black...

    Sue [Lorenzi] Sojourner, Cheryl...

    • 0
    • 0
    • 0
    A veteran of the civil right movement recounts the events of Freedom Summer in Mississippi through oral histories, personal reflections and photos. 
     
    The world's eyes were on Mississippi during the summer of 1964, when civil rights activists launched an ambitious African American voter registration project and were met with violent resistance from white supremacists. Sue Sojourner and her husband arrived in Holmes County, Mississippi, in the wake of this historic time, known as Freedom Summer. 
     
    From September 1964 until her departure from the state in 1969, Sojourner collected an incredible number of documents, oral histories, and photographs chronicling the dramatic events she witnessed. In Thunder of Freedom, written with Cheryl Reitan, Sojourner presents a fascinating account of one of the civil rights movement's most active and broad-based community organizing operations in the South. 
     
    Sojourner shares her personal experiences as well as insights into race relations in the 1960s South, providing a unique look at the struggle for rights and equality in Mississippi. Illustrated with selections from Sojourner's acclaimed catalog of photographs, this profound book tells the powerful, often intimate stories of ordinary people who accomplished extraordinary things.
    Show book
  • Apache Reservation - Indigenous Peoples & the American State - cover

    Apache Reservation - Indigenous...

    Richard J. Perry

    • 0
    • 0
    • 0
    “Perry undertakes the enormous task of analyzing the historical workings of the reservation system, using the San Carlos Apache as a case study.” —The American Historical Review   “Indian reservations” were the United States’ ultimate solution to the “problem” of what to do with native peoples who already occupied the western lands that Anglo settlers wanted. In this broadly inclusive study, Richard J. Perry considers the historical development of the reservation system and its contemporary relationship to the American state, with comparisons to similar phenomena in Canada, Australia, and South Africa.   The San Carlos Apache Reservation of Arizona provides the lens through which Perry views reservation issues. One of the oldest and largest reservations, its location in a minerals- and metals-rich area has often brought it into conflict with powerful private and governmental interests. Indeed, Perry argues that the reservation system is best understood in terms of competition for resources among interest groups through time within the hegemony of the state. He asserts that full control over their resources—and hence, over their lives—would address many of the Apache’s contemporary economic problems.
    Show book