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Аннотация
"The Responsive Chord How media manipulate you: what you buy… who you vote for… and how you think. By Tony Schwartz"
The essential guide to how media shape our lives. By the creator of the most talked about political ad in television history.
Tony Schwartz, the man the New York Times called the «king of sound,» drew on his unrivaled wealth of experience in the communications industry, to give us The Responsive Chord, an engaging read and one of the seminal books on media. Through his decades of work, Schwartz came to understand that most advertisers, politicians, and educators—in fact, most all of us—use a model of communication long outmoded by the coming of electronic media. In The Responsive Chord, he shows us how this model has made us blind to many of the inner workings of modern communication. He explains how audio and visual material can be used to create “resonance” with an audience. His “resonance principle” explains that the meaning of an ad (or any other stimulus) is not present in the ad itself but rather in how the ad relates to the vast array knowledge and associations—both factual and emotional—already held in the mind of the viewer. Thus, audience members do not merely digest a message; they are an essential force in creating it.
The implications for anyone looking to impart a message or influence decisions are enormous.
And with so many people these days 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 captivating and eye-opening 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 & Host of NPR’s This American Life
“Tony Schwartz was a genius in his understanding of the communications revolution of the 20th century. My interview with him was one of my favorites and one of the most important of my own long career in broadcast journalism.”
– Bill Moyers, Journalist, Political Commentator and White House Press Secretary
“Tony Schwartz was not only an original theorist but a master persuader whose must-read book is brimming with indispensable insight about how humans construct meaning through media.”
– Prof. Kathleen Hall Jamieson, Director, Annenberg Public Policy Center
“Here's the still-true story about how a media environment can shape our thoughts, our purchases and, yes, our votes. It's not just the content that influences us; if only it were that simple. No, it's the media themselves, the political economy driving them, and the atomizing impact of their targeted messaging. 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, Present Shock, and Throwing Rocks at the Google Bus
“The Responsive Chord had a profound impact on me when I first read it as a teenager, and it sparked a lifelong interest in the impact of media and technology in education. Re-reading it today, Tony Schwartz's observations about education in a media-saturated environment are deeply prescient and more relevant than ever.”
– Luyen Chou, Chief Product Officer, Pearson Education
"I keep talking to Tony, learning from Tony, practically every day. Radio and audio are Tony’s World. We just live in it.”
– Christopher Lydon, Radio Host of The Connection and Open Source, former New York Times Journalist
The essential guide to how media shape our lives. By the creator of the most talked about political ad in television history.
Tony Schwartz, the man the New York Times called the «king of sound,» drew on his unrivaled wealth of experience in the communications industry, to give us The Responsive Chord, an engaging read and one of the seminal books on media. Through his decades of work, Schwartz came to understand that most advertisers, politicians, and educators—in fact, most all of us—use a model of communication long outmoded by the coming of electronic media. In The Responsive Chord, he shows us how this model has made us blind to many of the inner workings of modern communication. He explains how audio and visual material can be used to create “resonance” with an audience. His “resonance principle” explains that the meaning of an ad (or any other stimulus) is not present in the ad itself but rather in how the ad relates to the vast array knowledge and associations—both factual and emotional—already held in the mind of the viewer. Thus, audience members do not merely digest a message; they are an essential force in creating it.
The implications for anyone looking to impart a message or influence decisions are enormous.
And with so many people these days 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 captivating and eye-opening 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 & Host of NPR’s This American Life
“Tony Schwartz was a genius in his understanding of the communications revolution of the 20th century. My interview with him was one of my favorites and one of the most important of my own long career in broadcast journalism.”
– Bill Moyers, Journalist, Political Commentator and White House Press Secretary
“Tony Schwartz was not only an original theorist but a master persuader whose must-read book is brimming with indispensable insight about how humans construct meaning through media.”
– Prof. Kathleen Hall Jamieson, Director, Annenberg Public Policy Center
“Here's the still-true story about how a media environment can shape our thoughts, our purchases and, yes, our votes. It's not just the content that influences us; if only it were that simple. No, it's the media themselves, the political economy driving them, and the atomizing impact of their targeted messaging. 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, Present Shock, and Throwing Rocks at the Google Bus
“The Responsive Chord had a profound impact on me when I first read it as a teenager, and it sparked a lifelong interest in the impact of media and technology in education. Re-reading it today, Tony Schwartz's observations about education in a media-saturated environment are deeply prescient and more relevant than ever.”
– Luyen Chou, Chief Product Officer, Pearson Education
"I keep talking to Tony, learning from Tony, practically every day. Radio and audio are Tony’s World. We just live in it.”
– Christopher Lydon, Radio Host of The Connection and Open Source, former New York Times Journalist
Аннотация
Middle East conflict and the Arab Spring: Gain insight and learn from two of the most acclaimed experts on the Middle East – In December 2010, the “Tunisian Revolution” touched off a wave of protests, riots, revolutions and civil wars throughout the Middle East. Initially the world hoped for positive change – democracy, free elections, and human rights. But, by 2012 the Arab Spring had morphed into “Arab Winter” bringing death, destruction, and despair. The Independent’s Robert Fisk and Patrick Cockburn, two of the most acclaimed Middle East correspondents of our generation, examine the events of this regional tsunami that threatens to have an impact on our world for years to come.
Аннотация
Dorsey Armstrong provides a new, Modern English translation of the MORTE DARTHUR that portrays the holistic and comprehensive unity of the text as a whole, as suggested by the structure of Caxton’s print, but that is based primarily on the Winchester Manuscript, which offers the most complete and accurate version of Malory’s narrative. This translation makes one of the most compelling and important texts in the Arthurian tradition easily accessible to everyone—from high school students to Arthurian scholars. In addition to the complete text, Armstrong includes an introduction that discusses Malory’s sources and the long-running debate surrounding the manuscript and print versions of the narrative. For ease of use, the text is keyed to both William Caxton’s print version and the manuscript version edited by Eugène Vinaver. A detailed index is also included.
Информация о книге
Автор произведения Sir Thomas Malory
Аннотация
In this poignant and evocative novel by acclaimed author Kristina McMorris, a country is plunged into conflict and suspicion–forcing a young woman to find her place in a volatile world.Los Angeles, 1941. Violinist Maddie Kern's life seemed destined to unfold with the predictable elegance of a Bach concerto. Then she fell in love with Lane Moritomo. Her brother's best friend, Lane is the handsome, ambitious son of Japanese immigrants. Maddie was prepared for disapproval from their families, but when Pearl Harbor is bombed the day after she and Lane elope, the full force of their decision becomes apparent. In the eyes of a fearful nation, Lane is no longer just an outsider, but an enemy. When her husband is interned at a war relocation camp, Maddie follows, sacrificing her Juilliard ambitions. Behind barbed wire, tension simmers and the line between patriot and traitor blurs. As Maddie strives for the hard-won acceptance of her new family, Lane risks everything to prove his allegiance to America, at tremendous cost. Skillfully capturing one of the most controversial episodes in recent American history, Kristina McMorris draws readers into a novel filled with triumphs and heartbreaking loss–an authentic, moving testament to love, forgiveness, and the enduring music of the human spirit."Impeccably researched and beautifully written." –Karen White, New York Times bestselling author