The New Public: Professional Communication and the Means of Social Influence by

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Leon Mayhew describes a 'New Public' which has replaced the modern public of the Enlightenment with an unstable social order subject to the rhetorical workings of mass communications cultures. Bridging Parsons and Habermas, he offers a new discursive theory of social influence in the age of advertising, lobbying, and media manipulation.

FORMATPaperback LANGUAGEEnglish CONDITIONBrand New Publisher Description

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 The modern public of the Enlightenment, based on free discussion, has, in Leon Mayhew's terms, been replaced by a 'New Public,' subject to mass persuasion through systematic advertising, lobbying, and other forms of media manipulation.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

Author Biography

Leon H. Mayhew is professor of sociology at the University of California, Davis.

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.

Promotional

New theory bridging Parsons and Habermas analyses society's domination by communications industries.

Promotional "Headline"

New theory bridging Parsons and Habermas analyses society's domination by communications industries.

Description for Bookstore

Leon Mayhew describes a 'New Public' which has replaced the modern public of the Enlightenment with an unstable social order subject to the rhetorical workings of mass communications cultures. Bridging Parsons and Habermas, he offers a new discursive theory of social influence in the age of advertising, lobbying, and media manipulation.

Description for Library

Leon Mayhew describes a 'New Public' which has replaced the modern public of the Enlightenment with an unstable social order subject to the rhetorical workings of mass communications cultures. Bridging Parsons and Habermas, he offers a new discursive theory of social influence in the age of advertising, lobbying, and media manipulation.

Details ISBN0521484936 Author Leon H. Mayhew Short Title NEW PUBLIC Pages 348 Publisher Cambridge University Press Language English ISBN-10 0521484936 ISBN-13 9780521484930 Media Book Format Paperback Imprint Cambridge University Press Subtitle Professional Communication and the Means of Social Influence Place of Publication Cambridge Country of Publication United Kingdom Edition 0003rd Affiliation University of California, Davis Illustrations Worked examples or Exercises DOI 10.1604/9780521484930 UK Release Date 1997-09-04 AU Release Date 1997-09-04 NZ Release Date 1997-09-04 Series Cambridge Cultural Social Studies Year 1997 Publication Date 1997-09-04 Alternative 9780511520785 DEWEY 302.2 Audience Professional & Vocational We've got this

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