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The New Public

The New Public
Professional Communication and the Means of Social Influence

$43.99 (C)

Part of Cambridge Cultural Social Studies

  • Date Published: September 1997
  • availability: Available
  • format: Paperback
  • isbn: 9780521484930

$ 43.99 (C)
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About the Authors
  • Professional specialists have come to dominate public communication, and the modern public of the Enlightenment has been replaced by a "New Public", subject to mass persuasion through systematic advertising, lobbying, and other forms of media manipulation. Leon Mayhew examines this sociological development in terms of discourse and social influence, offering an original theory that bridges Talcott Parsons and JÜrgen Habermas. He concludes that the present social order is unstable because good-faith, two-way discourse has been undermined.

    • Offers an original sociological theory extending Parsons' idea of influence as a symbolic medium and linking to Habermasian ideas of community
    • Provides an overview of communications institutions, previously considered separately (advertising, PR, lobbying, campaign management)
    • Traces development of public based on free association and free speech to New Public subject to mass media and systematic campaigns
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    Product details

    • Date Published: September 1997
    • format: Paperback
    • isbn: 9780521484930
    • length: 348 pages
    • dimensions: 229 x 152 x 20 mm
    • weight: 0.51kg
    • availability: Available
  • Table of Contents

    Part I. Rhetoric and the Integration of Society:
    1. Public influence in modern society
    2. Rhetoric and reason
    Part II. Influence:
    3. Influence: capacity to persuade
    4. Habermas and Parsons: critical issues regarding influence
    5. Public influence: a new paradigm
    6. The differentiation of rhetorical solidarity
    Part III. The New Public:
    7. The emergence of the New Public: advertising, market research and public relations
    8. Political communication in the New Public
    9. Forums for the redemption of influence
    10. The rhetoric of presentation.

  • Author

    Leon H. Mayhew, University of California, Davis

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