Description
An excellent beginning/intermediate text that doesn't talk down to undergraduates in journalism and media studies, explaining the ways in which journalists, advertisers, and politicians use the media to shape public opinion. Uses case studies, statistics, and discussion of recent media events. This fourth edition reflects technological changes such as the Internet, discusses areas including talk radio, adwatches, and the use of advertising in public policy debates, and contains new material on government regulations. Annotation c. by Book News, Inc., Portland, Or.
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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.
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