Media: The Second God

By Tony Schwartz

Book Overview

Tony Schwartz, the man Marshall McLuhan called "the guru of the electronic age" tells how the media have shaped our world--and how we can shape the media. Illustrated by Nurit Karlin. "Who else could... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0394502477
• ISBN13: 9780394502472
• Release Date: November 1981
• Publisher: Random House, Inc.
• Length: 206 Pages
• Weight: 0.91 lbs.

Customer Reviews

A Forgotten Classic On Modern Media

Putting aside Tony Schwartz's contributions to and popularity among practitioners of advertising, media consulting, campaign management, sound editing, television production, anthropology, and communications as a whole, in reading this work we must admit the following: it is impossible to compose an effective narrative, analysis, or general study of modern man (be it in historical or sociological terms) without fully acknowledging and understanding the framework outlined in this book. The differences between how our grandparents communicated and how we communicate, the difference between the "transportation theory" of communication and the "resonance theory," are enormous. Our language, our social structures, and our very thoughts have been forever altered by this sea change, and an understanding of this transformation is absolutely required for an understanding of the world as a whole. It is impossible to illuminate these ideas any more succinctly than Mr. Schwartz has done in his two books, The Responsive Chord and the reviewed work, so I will refrain from commenting further. Suffice to say, you are already quite familiar with these ideas although you might never have heard them described in such detail. Do yourself a favor, and pick up this work or The Responsive Chord. Both will bring you a better understanding of media, communications, and the modern world entire. (A weighty and bold statement if ever there was one, but a sincere one nonetheless.)