Persuasion in the Media Age:  by Timothy  Borchers
471 pages, $70.95 list
Instructor's Manual available
New edition coming soon!
Persuasion in the Media Age
Third Edition
Persuasion is omnipresent in today’s media-saturated society. From politicians to advertisers to friends and colleagues, persuaders are using increasingly sophisticated strategies to influence our attitudes, beliefs, and behaviors. Fortunately, this updated edition of Persuasion in the Media Age provides a timely, comprehensive analysis of the methods used by contemporary persuaders and offers strategies to help readers become critical consumers of persuasion.

Borchers begins with the premise that contemporary culture has been forever changed by electronic media and explores the way media technologies have influenced the study and practice of persuasion. He draws from a wide variety of scholars, bringing together the latest perspectives and research as well as foundational concepts.The Third Edition spotlights the influence of social media, presents storytelling as a key driver for persuasion, and incorporates updated examples that reflect developments in popular culture.

This pedagogically rich, illustrated volume includes learning objectives, key terms, discussion questions, and activities that encourage students to apply chapter content to their everyday experiences. Internet-based exercises provide practical, relevant opportunities for students to evaluate Web-based persuasion, while ethics cases explore compelling issues that have emerged in today’s media-dominated environment.
“One of the finest persuasion books on the market.” — Michael Sollitto, Texas A&M University

“The book is very comprehensive in its scope. I like the Internet Activities. Its emphasis on electronic and social media is great!” — Brian Simmons, Oklahoma Christian University

“I was glad to see an updated version published. I appreciate its blend of classical rhetoric with social scientific persuasion.” — Dale Keller, Taylor University

“I like the balance of rhetorical and social science theory included in one of the only texts to deal with media and visual aspects of persuasion.” — Amy Pason, University of Nevada, Reno

“The Internet activities are a great tool for assignments. The chapter on Theories of Persuasion is strong and there are great examples throughout the book.” — Brian Kline, Gainesville State College

“The price is right and students will ‘connect’ with the Internet activities. My favorite chapters are 6 and 7.” — Debra Worthington, Auburn University

“I enjoy, and students are likely to appreciate, the blend of persuasion theory and media theory.” — Rebecca Curnalia, Youngstown State University

“The latest edition has important updates, yet keeps the basics that make this the best persuasion text on the market.” — Stephanie Coopman, San Jose State University
Table of Contents

1. Persuasion in Contemporary Society
Media and Consciousness / Persuasion and Culture / Defining Persuasion / Persuasion in the Media Age / Objectives for Persuaders / Implications for Audience Members

2. Theories of Persuasion
The Nature of Theory / Functions of Theories / Early Rhetorical Theory / Semiotics / Audience-Oriented Theories / The Social Construction of Reality / Media Theories

3. Persuasion and Ethics in the Media Age
Ethics and Persuasion / Ethical Challenges of the Media Age / Approaches to Ethical Decision Making / Persuasion and the Public Sphere / Visual Images and Ethics / Political Persuasion / Advertising / Organizational Advocacy / Journalism / NCA Credo for Ethical Communication / Five Guiding Principles / Ethics and Audience Members


4. Media Influences on Persuasion
Defining Media / Assumptions about Media / How Media Persuade Us / The Sensory Experience of Media / Media Channels / News / Entertainment Media

5. Audiences and Attitudes
The Audience in the Media Age / Audiences and Attitudes / Audience Analysis / Polling / Audience Segmentation / Ratings

6. Persuasion and Visual Images
Attributes of Visual Symbols / Media Influences on Images / How Visual Images Persuade / Applications of Visual Communication / Evaluating Images

7. Persuasion and Language
Telling Stories / Using Language Strategically / Creating Social Reality / Electronic Eloquence / Language and Power

8. Persuasion and Culture
Defining Culture / Culture and Conflict / Cultural Trends / Cultural Beliefs / Cultural Values / Cultural Behaviors / Maintaining Culture / Transforming Culture

9. The Persuasiveness of the Source
Sources in the Media Age / Defining Credibility / The Image of the Source / Institutional Sources / Individual Persuaders / Image Repair / Covert Persuasion: Propaganda

10. The Reasoning Process
Reasoning in the Media Age / Toulmin's Model of Reasoning / Narratives / Evaluating a Persuader's Reasoning

11. Motivational Appeals
The Power of Motivational Appeals / Emotion / Needs / Values / The Nature of Motivational Appeals / The Social Construction of Affect


12. Persuasive Campaigns and Movements
Media and Persuasive Campaigns and Movements / Verbal Symbols / Visual Images / Political Campaigns / Persuasive Movements

13. Advertising
Advertising in the Media Age / Challenges to Advertisers in the Media Age / Researching Audiences for Advertising / Media Selection / The Content of Advertising / Advertising's Effects

14. Interpersonal Persuasion
Interpersonal Persuasion in the Media Age / Interpersonal Persuasion Variables / Compliance Gaining / Sequential-Request Strategies / Personal Selling / Interviewing / Conflict Resolution / Detecting Deception

15. Creating Persuasive Presentations
Presentations in the Media Age / Persuasive Goals / Audience Analysis / Analysis of Topic / Supporting Ideas / Arrangement / A Storytelling Approach to Persuasion / Using Verbal Symbols / Delivery / Michelle Obama's 2012 DNC Speech / Making Strategic Decisions / Multimedia Presentation Aids / Presenting via Mediated Channels