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

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

by Leon H. Mayhew
     
 

Professional 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 The modern public of the Enlightenment, based on free discussion, has, in Leon Mayhew's terms, been replaced by a "New Public," subject to mass persuasion through systematic advertising, lobbying, and other forms of media manipulation. Professor… See more details below

Overview

Professional 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 The modern public of the Enlightenment, based on free discussion, has, in Leon Mayhew's terms, been replaced by a "New Public," subject to mass persuasion through systematic advertising, lobbying, and other forms of media manipulation. Professor 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.

Product Details

ISBN-13:
9780521481465
Publisher:
Cambridge University Press
Publication date:
03/28/2005
Series:
Cambridge Cultural Social Studies Series
Pages:
348
Product dimensions:
5.98(w) x 8.98(h) x 0.94(d)

Table of Contents

Preface
Pt. IRhetoric and the integration of society1
1Public influence in modern society3
2Rhetoric and reason21
Pt. IIInfluence49
3Influence: capacity to persuade51
4Habermas and Parsons: critical issues regarding influence81
5Public influence: a new paradigm118
6The differentiation of rhetorical solidarity155
Pt. IIIThe New Public187
7The emergence of the New Public: advertising, market research and public relations189
8Political communication in the New Public209
9Forums for the redemption of influence236
10The rhetoric of presentation269
Notes287
References303
Index326

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