{"product_id":"the-new-public-professional-communication-and-the-means-of-social-influence-hardback-9780521481465","title":"The New Public; Professional Communication and the Means of Social Influence (Hardback) 9780521481465","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eThe New Public\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eProfessional Communication and the Means of Social Influence\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cem\u003eNew theory bridging Parsons and Habermas analyses society's domination by communications industries.\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eLeon H. Mayhew (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780521481465, Cambridge University Press\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 4 September 1997\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e348 pages\u003cbr\u003e23.6 x 15.7 x 2.6 cm, 0.651 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eProfessional specialists, using market research and promotional campaigns, have come to dominate public communication. The modern public of the Enlightenment, based on free discussion, has, in Leon Mayhew's terms, been replaced by a 'New Public,' subject to mass persuasion through systematic advertising, lobbying, and other forms of media manipulation. Mayhew examines this sociological development in terms of discourse and social influence, offering an original theory which bridges Talcott Parsons and Jurgen Habermas. Most importantly, he shows how the rhetorical techniques of the professional communicators are designed to avoid having to defend their claims, thereby precluding meaningful discussion of public issues. As a result, institutions providing forums for good-faith, two-way discourse no longer exist, community through communication cannot be achieved, and the social order is unstable.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePart I. Rhetoric and the Integration of Society: 1. Public influence in modern society\u003cbr\u003e 2. Rhetoric and reason\u003cbr\u003e Part II. Influence: 3.  Influence:  capacity to persuade\u003cbr\u003e 4. Habermas and Parsons:  critical issues regarding influence\u003cbr\u003e 5. Public influence:  a new paradigm\u003cbr\u003e 6. The differentiation of rhetorical solidarity\u003cbr\u003e Part III. The New Public: 7. The emergence of the New Public:  advertising, market research and public relations\u003cbr\u003e 8. Political communication in the New Public\u003cbr\u003e 9. Forums for the redemption of influence\u003cbr\u003e 10. The rhetoric of presentation.\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Social theory [\u003ca title=\"See our other books on Social theory\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Social%20theory%20%5BJHBA%5D%22\"\u003eJHBA\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Cambridge University Press","offers":[{"title":"Default Title","offer_id":46007704682776,"sku":"9780521481465","price":95.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/products\/9780521481465i_fedc64ef-1e04-4513-b581-f16ceaee213b.jpg?v=1691382950","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/the-new-public-professional-communication-and-the-means-of-social-influence-hardback-9780521481465","provider":"Freshly Printed Books","version":"1.0","type":"link"}