The New Public: Professional Communication and the Means of Social Influence

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Mayhew Paperback September 28, Prices and offers may vary in store. Professional specialists have come to dominate public communication, and the modern public of the Enlightenment has been replaced by a "New Public", subject to mass persuasion through systematic advertising, lobbying, and other forms of media manipulation.

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Extra Content. Table of Contents Part I. Rhetoric and the Integration of Society: 1. Public influence in modern society; 2. Rhetoric and reason; Part II.


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  5. Influence: 3. Influence: capacity to persuade; 4.

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    Habermas and Parsons: critical issues regarding influence; 5. Public influence: a new paradigm; 6. The differentiation of rhetorical solidarity; Part III. Rhetoric and the Integration of Society: 1.

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    Public influence in modern society; 2. Rhetoric and reason; Part II. Influence: 3. Influence: capacity to persuade; 4.

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    Habermas and Parsons: critical issues regarding influence; 5. Public influence: a new paradigm; 6. The differentiation of rhetorical solidarity; Part III. The New Public: 7.

    The emergence of the New Public: advertising, market research and public relations; 8. Political communication in the New Public; 9. Forums for the redemption of influence; The rhetoric of presentation.

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    The New Public: Professional Communication and the Means of Social Influence

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