Chord
How media manipulate you:
what you buy…
who you vote for…
and how you think.
Tony Schwartz
Mango Publishing
Copyright © 1973 by Anthony Schwartz
Additional content copyright © 2017 by Anton Schwartz
Foreword copyright © 2017 by John Carey
All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, file transfer, or other electronic or mechanical means, without the prior written permission of the publisher, except in the case of brief quotations included in critical reviews and certain other noncommercial uses as permitted by copyright law.
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Library of Congress Cataloging-in-Publication Data
Names: Schwartz, Tony, author. | Carey, John, forewordist.
Title: The responsive chord : how media manipulate you: what you buy, who you
vote for, and how you think / Tony Schwartz ; [foreword by John Carey].
Description: Second edition. | Miami, FL : Mango Media Inc, 2017. | Originally published: New York : Anchor Press, 1973. | Includes bibliographical references and index.
Identifiers: LCCN 2016052627 | ISBN 9781633536050 (pbk.) |
ISBN 9781633536081 (ebook)
Subjects: LCSH: Communication—Social aspects. | Advertising—Psychological aspects. | BISAC: SOC052000 SOCIAL SCIENCE / Media Studies | POL065000 POLITICAL SCIENCE / Political Process / Media & Internet.
Classification: LCC HM258 .S32 2017 | DDC 302.2—dc23
LC record available at https://lccn.loc.gov/2016052627
www.mango.bz www.tonyschwartz.org
Cover design by Cheryl Lynn F. Hermann and Islam Farid
Interior design by Kevin Callahan
First edition 1973, Anchor Press/Doubleday. Paperback edition 1974, Anchor Books.
Second edition 2017, published by Mango Publishing Group, a division of Mango Media Inc.
Printed in the United States of America
To my parents,
my wife, Reenah,
and my children, Kayla and Anton.
Contents
Foreword to the Second Edition
The Resonance Principle in Communication
How to Strike a Responsive Chord
The New Communications Environment
Hard Sell, Soft Sell, Deep Sell
Education in the Global Village
For additional content, including audio and video of examples discussed in this book, visit:
Foreword to the Second Edition
As a communication professor who teaches about new media and a researcher who has studied new media technologies for companies such as Google, Comcast NBCUniversal and the New York Times, why do I rely so heavily on a book written decades ago? It’s because The Responsive Chord describes with great clarity how media affect our lives and gives us practical guidelines that are just as relevant today as when the book was first published.
