Media : The Second God

by Tony Schwartz

Tony Schwartz, the man Marshall McLuhan called "the guru of the electronic age" tells how the media have shaped our world--and how we can shape the media. Illustrated by Nurit Karlin.
"Who else could write more brilliantly about media as a second god than one of the few humans who has leanrned how to use and control it... Tony Schwartz. This is a superb book." -- Senator Daniel Patrick Moynihan
" The Second God takes up where The Responsive Chord left off, and is indispensable reading for anyone who works with media. Tony Schwartz shatters some myths and establishes some new standards by which all media will be judged." -- Joseph Napolitan, International Political Consultant
"Students and scholars of communication should be grateful that Tony Schwartz has written another original, compelling book about how media work. Tony schwartz is a creative genius and a masterful teacher." -- Professor Kathleen Jamison, Director of Graduate Studies, University of Maryland

Genres: Nonfiction, American

Paperback

First published January 1, 1981

About the author

Tony Schwartz has been described as a “media guru,” a “media genius” and a “media muscleman.” Schwartz created commercials for over four hundred corporations, designed sound for sixteen Broadway shows, and was a four-time winner at the Cannes Film festival. As a specialist in political media, he produced television and radio commercials for the campaigns of two U.S. Presidents, as well as hundreds of candidates at all levels of government. He was the creator of the first anti-smoking ad, the first ads to use voices of real children (instead of adult actors), and Daisy, the 1964 commercial for President Johnson that remains the most talked-about political ad in television history. For more than thirty years, he produced and hosted a weekly radio show, Around New York, on WNYC. A recipient of three honorary doctorates, Schwartz lectured worldwide and taught media studies at New York University, Harvard, Columbia and Fordham. He produced and recorded over a dozen commercial records; one of them, New York Taxi Driver, was among the first 100 recordings inducted into the National Recording Registry. In 2007, Schwartz’s entire body of work was acquired by the Library of Congress.

Reviews

[صديق الحكيم · Rating 3 out of 5]

الدعاية الذكية لن تحقق أي نجاح ما لم تعتمد على تكنيك هام؛ أن تحدد نقط معينة وتكررها كثيرًا. *جوبلز، وزير الدعاية السياسية في حكم هتلر
يستعرض توني شوارتز من خلال هذا الكتاب الدور الذي تلعبه وسائل الإعلام للتأثير على نفسية الجمهور وإدراكهم للمعلومات، وتبنيهم للأفكار والمعلومات الجديدة مستطردًا في سبيل ذلك دور الإعلانات التي يتعرض لها الجمهور بشكل مستمر، وقدرتها على خلق رغبات واحتياجات وهمية، مستهلًا كتابه بفصل عن عصر الاستقبال الذي تحول فيه الجمهور من جديد إلى متلقٍ سلبي في أحيان كثيرة.

وقد استعرض الكاتب من خلال عدد من فصول الكتاب نقاط هامة تدور حول الاستخدامات الاجتماعية لوسائل الإعلام والدور الذي تلعبه هذه الوسائل في وضع قواعد جديدة للغة المستخدمة، إلى جانب تأثير عرض الأخبار على الشاشات والصحف على نفسية الجمهور وإدراكه وحكمه، خاتمًا كتابه بتنبأ لشكل وسائل الإعلام في عام 2000، مع العلم أن هذا الكتاب قد صدر في عام 1981.

[Mohamed Wagdy]

Media, The Second God

[Nick Rose · Rating 4 out of 5]

FYI to goodreads; this is not the Tony Schwartz who is the ghostwriter to Art of the Deal. It is the Tony Schwartz who created the 'Daisy' advertisement in 1964 for LBJ's campaign.