The essential guide to how Media shape our lives.
No, it\'s the Media themselves, the political econo.
It\'s not just the content that influences us; if only it were that simple.
Kathleen Hall Jamieson, Director, Annenberg Public Policy Center Here\'s the still-true story about how a Media environment can shape our thoughts, our purchases and, yes, our votes. ―
Prof. ―
Bill Moyers, Journalist, Political Commentator and White House Press Secretary Tony Schwartz was not only an original theorist but a master persuader whose must-read book is brimming with indispensable insight about how humans construct meaning through media.
My interview with him was one of my favorites and one of the most important of my own long career in broadcast journalism. ―
Ira Glass, Creator & Host of NPR\'s This American Life Tony Schwartz was a genius in his understanding of the communications revolution of the 20th century.
I\'d recommend it to anyone.
Its message is practical and deep.
I read The Responsive Chord as a freshman in college and it affected everything I\'ve ever made since.
The Responsive Chord reveals these forces in a captivating and eye-opening read.
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 implications for anyone looking to impart a message or influence decisions are enormous.
Schwartz guides us through the many fascinating consequences.
Thus, audience members do not merely digest a message; they are an essential force in creating it.
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.
A model which has made us blind to many of the inner workings of modern communication.
Schwartz came to understand that most advertisers, politicians, and educators―in fact, most all of us―use a model of communication long outmoded by the coming of electronic media.
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.
By the creator of the most talked about political ad in television history.
The essential guide to how Media shape our lives
