Persuasion in the Media Age

Borchers' interdisciplinary focus and emphasis on electronic media contour his perceptive treatment and noteworthy examples of how persuasion, an age-old communication process, occurs today. Fundamental to the material is the idea that human communication is constantly influenced by fast-paced changes in communication technology. These changes propel us to move beyond traditional theories as we learn how to respond to and evaluate persuasive messages. Classic and contemporary theories informed by scholars in a variety of disciplines anchor basic principles and core concepts, ethical issues, and persuasive contexts and applications. Integrated throughout the text are expansive discussions of the role media and technology play in contemporary persuasive practices. Contemporary examples resonate with readers' lives, piquing interest and motivating critical thinking. Pedagogically rich, each chapter contains learning objectives, Internet-based activities, glossary entries, discussion questions, and notable, yet challenging, ethical cases.

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Table of Contents I. CONCEPTS OF PERSUASION 1. Persuasion in Contemporary Society 2. Theories of Persuasion 3. Persuasion and Ethics in the Media Age II. VARIABLES OF PERSUASION 4. Media Influences on Persuasion 5. Audiences and Attitudes 6. Persuasion and Visual Images 7. Persuasion and Language 8. Persuasion and Culture 9. The Persuasiveness of the Source 10. The Reasoning Process 11. Motivational Appeals III. CONTEXTS AND APPLICATIONS OF PERSUASION 12. Persuasive Campaigns and Movements 13. Advertising 14. Interpersonal Persuasion 15. Creating Persuasive Presentations

Titles of related interest also available from Waveland Press: Bowers et al., The Rhetoric of Agitation and Control, Third Edition (ISBN 9781577666141); Stewart et al., Persuasion and Social Movements, Fifth Edition (ISBN 9781577664635); and Woodward-Denton, Persuasion and Influence in American Life, Sixth Edition (ISBN 9781577665717).