THE INTERPLAY OF INFLUENCE gives students an understanding of how the mass media operate in our society and
the profound ramifications of media messages in the areas of politics, news, and advertising. In this edition,
noted communication scholars Jamieson and Campbell offer thoroughly updated coverage throughout including the Internet's
role in media, politics, and advertising.
New to the Edition
Added a chapter on the Internet.
Updated coverage of political advertising to accommodate all the new campaign finance rules.
Thoroughly updated topic coverage, statistics, and examples throughout, include government regulations relating
to mass media, and political and social events covered by and impacted by the media.
Features
This text is written by two highly-regarded communication scholars. Kathleen Hall Jamieson, one of the most
noted rhetoricians of her time, specifically with regard to media and politics, is a professor at the Annenberg
School for Communication, and has published many articles, as well as other books on political communication and
the media. Karlyn Khors Campbell, a noted and respected scholar in the field of rhetoric, is currently a professor
at the University of Minnesota and the author of two Wadsworth Speech Communication titles, CRITIQUES OF CONTEMPORARY
RHETORIC and THE RHETORICAL ACT.
The book's unique rhetorical perspective provides a focus on mass media messages that are significant in terms
of audience beliefs and attitudes with regard to news, editorials and commentary, advertising, and politics.
Focused perspective provides students with the knowledge, understanding, and tools to think critically and
analyze media messages.
Table of Contents
1. The Media: An Introduction.
2. What Is News?
3. News as Persuasion.
4. Influencing the News Media.
5. Ratings and Revenues.
6. What Is Advertising?
7. Persuasion through Advertising.
8. Influencing Advertisers.
9. How to Influence the Media.
10. Political versus Product Campaigns.
11. News and Advertising in the Political Campaign.
