Interplay of Influence: News, Advertising, Politics, and the Mass Media
0534141064
9780534141066
Description:
Introduces and defines mass communication; then moves to discussing news, its persuasive qualities and how the news media is influenced. A discussion of media audiences precedes chapters on advertising, how advertising persuades and how advertisers are influenced. The final section offers a guide to influencing the media and two chapters on political campaigns and political advertising.
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