The Responsive Chord

4,19 valoración promedio
( 36 valoraciones por Goodreads )
 
9780385088954: The Responsive Chord

FIRST EDITION PAPERBACKThe 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 ProgrammedPresent 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

"Sinopsis" puede pertenecer a otra edición de este libro.

From the Author:

"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 ProgrammedPresent 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

About the Author:

Tony Schwartz, the acknowledged master of electronic media, has created more than 20,000 radio and television spots for products, political candidates and non-profit public interest groups. Featured on programs by Bill Moyers, Phil Donahue and Sixty Minutes, among others, Schwartz has been described as a "media guru", a "media genius" and a "media muscleman". The tobacco industry even VOLUNTARILY stopped their advertising on radio and television after Schwartz's produced the first anti-smoking ad to ever appear (children dressing in their parents' clothing, in front of a mirror). The American Cancer Society credits this ad, and others that followed, with the tobacco industry's decision to go off the air, rather than compete with Schwartz's ad campaign.

When Marshall McLuhan met Tony Schwartz, he said he met "a disciple with twenty years prior experience!" Later, McLuhan and Schwartz shared the Schweitzer Chair at Fordham University.

Credited with the single most effective and talked about ad ever produced, Tony Schwartz created the "daisy ad", as it has become known, to highlight the dangers of nuclear arms. It was used by the Johnson campaign in 1964 to clearly illustrate his position on the use of nuclear weapons. Considering the extensive discussion that the ad has sparked, it is remarkable that the ad ran only once.

Schwartz has created the media campaigns of over 200 candidates, including the winning 1976 presidential campaign of Jimmy Carter, the 1964 Johnson presidential election, the campaigns of Abe Ribicoff (Connecticut) and Daniel Moynihan (New York), and selected campaigns of Tom Foley (Washington state), Mike Gravel (Alaska), Bob Hattfield (West Virginia), Edward Kennedy (Massachusetts) Tom Lantos (California), Warren Rudman (New Hampshire) and Andrew Young (Georgia), to name but a few.

For thirty one years (1945-1976) Schwartz created and produced a weekly radio program of people and sounds of New York on WNYC (AM & FM). For over 15 years he wrote a weekly column for Media Industry Newsletter (MIN). For many years he has been a Visiting Electronic professor at Harvard University's School of Public Health, teaching physicians how to use media to deal with public health problems. He is also teaching at New York University and Columbia and Emerson colleges. Because Schwartz is unable to travel distances, he delivers all out of town talks by 2-way telephone. Schwartz is a frequent lecturer at universities and conferences, and has given presentations on six of the seven continents (not Antarctica). He holds honorary doctorates from John Jay, Emerson and Stonehill Colleges.

"Sobre este título" puede pertenecer a otra edición de este libro.

Los mejores resultados en AbeBooks

1.

Tony Schwartz, Schwartz, Tony
Editorial: Doubleday (1974)
ISBN 10: 0385088957 ISBN 13: 9780385088954
Nuevos Paperback Cantidad: 2
Librería
Murray Media
(North Miami Beach, FL, Estados Unidos de America)
Valoración
[?]

Descripción Doubleday, 1974. Paperback. Estado de conservación: New. Never used!. Nº de ref. de la librería P110385088957

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 40,22
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 1,69
A Estados Unidos de America
Destinos, gastos y plazos de envío

2.

Tony Schwartz
Editorial: Doubleday
ISBN 10: 0385088957 ISBN 13: 9780385088954
Nuevos Cantidad: 1
Librería
Ohmsoft LLC
(Lake Forest, IL, Estados Unidos de America)
Valoración
[?]

Descripción Doubleday. Estado de conservación: Brand New. Ships from USA. FREE domestic shipping. Nº de ref. de la librería 0385088957

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 43,13
Convertir moneda

Añadir al carrito

Gastos de envío: GRATIS
A Estados Unidos de America
Destinos, gastos y plazos de envío

3.

Tony Schwartz, Tony Schwartz
Editorial: Doubleday (1974)
ISBN 10: 0385088957 ISBN 13: 9780385088954
Nuevos Paperback Cantidad: 1
Librería
Ergodebooks
(RICHMOND, TX, Estados Unidos de America)
Valoración
[?]

Descripción Doubleday, 1974. Paperback. Estado de conservación: New. First. Nº de ref. de la librería DADAX0385088957

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 48,94
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 3,39
A Estados Unidos de America
Destinos, gastos y plazos de envío

4.

Tony Schwartz; Tony Schwartz
Editorial: Doubleday (1974)
ISBN 10: 0385088957 ISBN 13: 9780385088954
Nuevos Paperback Primera edición Cantidad: 1
Librería
Irish Booksellers
(Rumford, ME, Estados Unidos de America)
Valoración
[?]

Descripción Doubleday, 1974. Paperback. Estado de conservación: New. book. Nº de ref. de la librería M0385088957

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 54,48
Convertir moneda

Añadir al carrito

Gastos de envío: GRATIS
A Estados Unidos de America
Destinos, gastos y plazos de envío

5.

Schwartz, Tony; Schwartz, Tony
Editorial: Doubleday
ISBN 10: 0385088957 ISBN 13: 9780385088954
Nuevos PAPERBACK Cantidad: 1
Librería
Cloud 9 Books
(Wellington, FL, Estados Unidos de America)
Valoración
[?]

Descripción Doubleday. PAPERBACK. Estado de conservación: New. 0385088957 New Condition. Nº de ref. de la librería NEW6.0178325

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 61,29
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 4,24
A Estados Unidos de America
Destinos, gastos y plazos de envío

6.

Tony Schwartz
Editorial: Doubleday (1974)
ISBN 10: 0385088957 ISBN 13: 9780385088954
Nuevos Paperback Cantidad: 1
Librería
Revaluation Books
(Exeter, Reino Unido)
Valoración
[?]

Descripción Doubleday, 1974. Paperback. Estado de conservación: Brand New. first edition. 173 pages. 8.10x5.30x0.60 inches. In Stock. Nº de ref. de la librería 0385088957

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 62,83
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 6,57
De Reino Unido a Estados Unidos de America
Destinos, gastos y plazos de envío

7.

Tony Schwartz
ISBN 10: 0385088957 ISBN 13: 9780385088954
Nuevos Cantidad: 1
Librería
Castle Rock
(Pittsford, NY, Estados Unidos de America)
Valoración
[?]

Descripción Estado de conservación: Brand New. Book Condition: Brand New. Nº de ref. de la librería 97803850889541.0

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 128,63
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 3,39
A Estados Unidos de America
Destinos, gastos y plazos de envío