Tony Schwartz

The Responsive Chord (eBook, ePUB)

How Media Manipulate You: What You Buy... Who You Vote For... and How You Think.

• Format: ePub

Produktbeschreibung

The classic work on how media affects us by the man who helped create the most famous political ad in television history. Tony Schwartz drew on his unparalleled experience in the communications industry to give us The Responsive Chord, an engaging read and one of the seminal books on media. Famed for his "Daisy" campaign ad and a pioneering anti-tobacco PSA, Schwartz came to understand that most advertisers, politicians, and educators?in fact, almost all of us?use a model of communication long outmoded by the coming of electronic media: a model which has made us blind to many of the inner workings of modern communication. In The Responsive Chord, he puts forth the resonance principle-that the meaning of an ad (or any other piece of communication) is not present in the ad itself but rather in how the ad relates to the vast array of knowledge and associations already held in the mind of the viewer, both factual and emotional. Thus, audience members do not merely digest a message; they are an essential force in creating it. Schwartz guides us through the many fascinating consequences. The implications for anyone looking to impart a message or influence decisions are enormous. With so many people now getting their information through social media and "fake news" sites, it is crucial that we understand the strong forces by which these outlets act upon us and, yes, manipulate our ideas and actions. The Responsive Chord reveals these forces in a compelling, revealing read. "I read The Responsive Chord as a freshman in college and it affected everything I've ever made since. Its message is practical and deep. I'd recommend it to anyone."?Ira Glass, creator and host of NPR's This American Life "Maybe reading this book will prepare us to think more critically about the way social media is used on, and against, us today."?Douglas Rushkoff, author, Program or Be Programmed

Produktdetails

• Verlag: Mango Media
• Seitenzahl: 215
• Erscheinungstermin: 22. Juli 2022
• Englisch
• ISBN-13: 9781633536081
• Artikelnr.: 48034493

Autorenporträt

Tony Schwartz, the acknowledged master of electronic media, has created more than 20,000 radio and television spots for products, political candidates and non-profit public interest groups. Featured on programs by Bill Moyers, Phil Donahue and Sixty Minutes, among others, Schwartz has been described as a "media guru", a "media genius" and a "media muscleman". The tobacco industry even VOLUNTARILY stopped their advertising on radio and television after Schwartz's produced the first anti-smoking ad to ever appear (children dressing in their parents' clothing, in front of a mirror). The American Cancer Society credits this ad, and others that followed, with the tobacco industry's decision to go off the air, rather than compete with Schwartz's ad campaign. When Marshall McLuhan met Tony Schwartz, he said he met "a disciple with twenty years prior experience!" Later, McLuhan and Schwartz shared the Schweitzer Chair at Fordham University. Credited with the single most effective and talked about ad ever produced, Tony Schwartz created the "daisy ad", as it has become known, to highlight the dangers of nuclear arms. It was used by the Johnson campaign in 1964 to clearly illustrate his position on the use of nuclear weapons. Considering the extensive discussion that the ad has sparked, it is remarkable that the ad ran only once. Schwartz has created the media campaigns of over 200 candidates, including the winning 1976 presidential campaign of Jimmy Carter, the 1964 Johnson presidential election, the campaigns of Abe Ribicoff (Connecticut) and Daniel Moynihan (New York), and selected campaigns of Tom Foley (Washington state), Mike Gravel (Alaska), Bob Hattfield (West Virginia), Edward Kennedy (Massachusetts) Tom Lantos (California), Warren Rudman (New Hampshire) and Andrew Young (Georgia), to name but a few. For thirty one years (1945-1976) Schwartz created and produced a weekly radio program of people and sounds of New York on WNYC (AM & FM). For over 15 years he wrote a weekly column for Media Industry Newsletter (MIN). For many years he has been a Visiting Electronic professor at Harvard University's School of Public Health, teaching physicians how to use media to deal with public health problems. He is also teaching at New York University and Columbia and Emerson colleges. Because Schwartz is unable to travel distances, he delivers all out of town talks by 2-way telephone. Schwartz is a frequent lecturer at universities and conferences, and has given presentations on six of the seven continents (not Antarctica). He holds honorary doctorates from John Jay, Emerson and Stonehill Colleges.