The power of communication. Tutorial

The book of one of the largest sociologists of the modernity of Manuel Castels, known to the Russian reader on previously published works, is a truly encyclopedia of the “work” of the authorities in the modern penetrated media world. The author gives a practically exhaustive idea of ​​both the modern political process, existing only through the media and about the methods used by the latest ways to attract public attention (the most expensive resource today!), Among which a scandal is one of the most popular. M. Castels is repelled from the latest achievements of neuronas in the study of emotional intelligence, allowing to successfully use the techniques of the so -called cascading activation, fraim, priming and other methods of influence on the viewer/reader/listener. To confirm his ideas, he uses both American realities and political processes in different countries of the world. Of particular interest is the final chapter dedicated to the first presidential election campaign of Barack Obama, the success of which was decisively due to the breakthrough decision of his election headquarters on the active use of social media.
Despite the purely academic nature (only the bibliography occupies 48 pages), many diagrams and tables, which makes the book an indispensable help in the professional practice of political scientists, an excellent compensation and a "growth point" for students, it is of considerable interest for a wide reader Audiences, since it is written excitingly and in an excellent language.
3rd edition