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The New Public : Professional Communication and the Means of Social Influence - Leon H. Mayhew

The New Public

Professional Communication and the Means of Social Influence

Hardcover Published: 28th September 1997
ISBN: 9780521481465
Number Of Pages: 348

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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 The modern public of the Enlightenment, based on free discussion, has, in Leon Mayhew's terms, been replaced by a 'New Public,' subject to mass persuasion through systematic advertising, lobbying, and other forms of media manipulation.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.

Prefacep. ix
Rhetoric and the integration of societyp. 1
Public influence in modern societyp. 3
Rhetoric and reasonp. 21
Influencep. 49
Influence: capacity to persuadep. 51
Habermas and Parsons: critical issues regarding influencep. 81
Public influence: a new paradigmp. 118
The differentiation of rhetorical solidarityp. 155
The New Publicp. 187
The emergence of the New Public: advertising, market research and public relationsp. 189
Political communication in the New Publicp. 209
Forums for the redemption of influencep. 236
The rhetoric of presentationp. 269
Notesp. 287
Referencesp. 303
Indexp. 326
Table of Contents provided by Syndetics. All Rights Reserved.

ISBN: 9780521481465
ISBN-10: 0521481465
Series: Cambridge Cultural Social Studies (Hardcover)
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 348
Published: 28th September 1997
Country of Publication: GB
Dimensions (cm): 22.86 x 15.24  x 2.39
Weight (kg): 0.68