Persuasion and Influence in American Life

By Gary C. Woodward and Robert E. Denton Jr.

Book Overview

The eighth edition provides a streamlined, up-to-date presentation of classic and contemporary theories of persuasion. For more than three decades, the authors have guided readers through the cultural, psychological, and sociological forces influencing why, how, and when humans change their minds. Exploring the complexities and subtleties of persuasive attempts from interpersonal interactions to political advertising is essential for making informed judgments about the value of increasingly pervasive messages.The practice of persuasion is no longer limited to a select few and formal audiences. Online networks with unprecedented reach extend opportunities for multiple persuaders and peer-to-peer influence. Woodward and Denton acknowledge the opportunities and challenges posed by social media and various digital platforms. The final chapter emphasizes visual communication and core strategies for the construction of short messages tailored for digital and commercial media.Engaging descriptions and multiple examples illustrate the dynamic, interactive nature of persuasion. Short sidebars in every chapter suggest interesting applications of key ideas. Becoming responsible, ethical, and credible persuaders and/or critical consumers of messages is an intriguing, and sometimes surprising, journey.

• Format: Paperback
• Language: English
• ISBN: 1478636122
• ISBN13: 9781478636120
• Release Date: December 2018
• Publisher: Waveland Press, Inc.
• Length: 219 Pages
• Weight: 0.90 lbs.
• Dimensions: 9.0" x 0.5" x 6.8"

Customer Reviews

As much a manual as an illumination

Well. I looked at the two reviews that were posted as of June, 2008, and decided I had to take a stand. One -can- crab about the "spill-over" and gaping holes here and there, but as a revelation of technique to those who are largely unaware of how those with the knowhow and financial wherewithall manipulate public opinion, this is a -very- worthwhile read. I expect anyone who "digs in" here will come away with a much better grasp of how electoral politics, as well as marketing and advertising, work to influence voting and buying habits. While this is an undergraduate school text, the authors are pretty "toothy" in their examination of societal norms, manipulation of symbols, credibility, audience-targeting, and the use -- as well as intentional -misuse- -- of logic. It also seems fair -- and accurate -- to assert that in the wrong hands, this is as fine and dandy a basic manual for designing propaganda and media manipulation as it is a means for illuminating such to the uninformed.