The New Public
Professional Communication and the Means of Social Influence
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Part of Cambridge Cultural Social Studies
- Author: Leon H. Mayhew, University of California, Davis
- Date Published: November 1997
- availability: Available
- format: Paperback
- isbn: 9780521484930
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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 The modern public of the Enlightenment, based on free discussion, has, in Leon Mayhew's terms, been replaced by a 'New Public,' subject to mass persuasion through systematic advertising, lobbying, and other forms of media manipulation. 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.
Read more- 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: November 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.
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