The interplay of influence : news, advertising, politics, and the mass media
著者
書誌事項
The interplay of influence : news, advertising, politics, and the mass media
（The Wadsworth series in mass communication and journalism）
Wadsworth, c2001
5th ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
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. This edition includes updated coverage throughout including the Internet's role in media, politics, and advertising.
目次
- The mass media - an introduction
- what is news
- news as persuasion
- influencing the news media
- ratings and revenues - the audience in mass media social systems
- what is advertising
- persuasion through advertising
- influencing advertisers
- how to influence the media
- political versus product campaigns
- news and advertising in the political campaign.
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