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Age of Propaganda: The Everyday Use and Abuse of Persuasion (Englisch) Taschenbuch – 1. März 2001


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Produktinformation

  • Taschenbuch: 432 Seiten
  • Verlag: Owl Books; Auflage: REV and Updated. (1. März 2001)
  • Sprache: Englisch
  • ISBN-10: 0805074031
  • ISBN-13: 978-0805074031
  • Größe und/oder Gewicht: 14,9 x 2 x 21,6 cm
  • Durchschnittliche Kundenbewertung: 4.5 von 5 Sternen  Alle Rezensionen anzeigen (2 Kundenrezensionen)
  • Amazon Bestseller-Rang: Nr. 98.412 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
  • Komplettes Inhaltsverzeichnis ansehen

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Produktbeschreibungen

Amazon.de

Drawing on the history of propaganda and modern research in social psychology, this book reveals mass persuasion in action -- not just the tactics, but why they work so well, and how we can protect ourselves from manipulation. -- Dieser Text bezieht sich auf eine vergriffene oder nicht verfügbare Ausgabe dieses Titels.

Pressestimmen

"We're all headed for an 'ignorance spiral' if we don't stop American standards of persuasion from deteriorating . . . Don't be part of the problem. Read the book."--"Philadelphia Inquirer" "A brilliant tour-de-force . . . about the most pervasive cultural phenomena of our time."--George Gerbner, Dean Emeritus of the Annenberg School of Communication "The authors . . . inform, provoke, and occasionally shock the reader about the ways in which our beliefs, preferences, and choices are constantly influenced."--Mahzarin Banaji, Yale University "After reading this book, I have begun to doubt that I ever had much control over how I have been influenced by media hype and clever half-truths."--James Randi, debunker of psychic fraud and author of "Flim-Flam" and "The Mask of Nostradamus" "I could easily list ten reasons why you should read this book, but your boss and colleagues will probably tell you more about it at the office tomorrow--or worse, your competitors will show you next week."--Peter H. Farquhar, Center for Product Research, Carnegie-Mellon University "A gold mine of valuable information and insights into the persuasion process."--Robert B. Cialdini, Arizona State University, and author of "Influence" "A people's guide to baloney-detecting."--"Seattle Times"

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1 von 1 Kunden fanden die folgende Rezension hilfreich Von Else Kling am 9. August 2009
Format: Taschenbuch
Die beiden Autoren stellen in diesem Buch die Sozialpsychologie der Propaganda vor. In sieben Kapiteln erklären sie anhand von Studien und Anekdoten, mit welchen Mitteln uns die Werbung oder Politiker davon überzeugen wollen, ihre Produkte zu kaufen oder sie zu wählen.
Pratkanis und Aronson benennen vier Phasen der Überzeugung, die sie ausführlich erklären. In der Vorphase (pre-persuasion) wird die Beeinflussung vorbereitet, indem das Produkt auf eine Art präsentiert wird, die der Kunde (oder der Wähler) nicht in Frage stellt: "Wir brauchen ein starkes Amerika!" Als zweites ist es wichtig, dass die Quelle der Botschaft glaubwürdig ist (deshalb bewerben gerade Sportler vermeintlich gesundheitsfördernde Produkte). Als drittes muss die Aufmerksamkeit des Kunden auf die zu vermittelnde Botschaft gerichtet werden. Und zuletzt gilt es die Emotionen des Kunden zu kontrollieren.
Durch die Darstellung erfolgreicher Strategien verfolgen die Autoren auch das Ziel, den Leser besser auf Beeinflussungsversuche vorzubereiten. Auch stellen sie politische Forderungen zur Bekämpfung unseriöser Propaganda. Auch der Einsatz von Propoganda in amerikanischen Wahlkämpfen wird immer wieder anekdotisch dargestellt.
Insgesamt ist ein lesenswertes, unterhaltsames und zugleich differenziertes Buch entstanden, wenngleich dem in Sozialpsychologie bewanderten Leser nicht allzu viele neue Erkenntnisse unterkommen.
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2 von 5 Kunden fanden die folgende Rezension hilfreich Von CoachderWirtschaft am 12. April 2003
Format: Taschenbuch
In diesen Tagen des Krieges stehen wir in Europa zwischen den Informationsfronten und im Alltag manchmal nicht den Überblick zu verlieren, fällt mir sehr schwer. Bei Kontakten mit US-Amerikanern wird schnell klar, dass hier das Konzept einer den Bush-Kurs unetrstützenden Information voll aufgegangen ist. Aronson hat schon vor 8 Jahren durch sein Buch "Sozialpsychologie", dass in der überarbeiteten Fassung nur im Engl. als "The social animal" erhältlich ist, schon drastisch die Wirkung von Information und Handeln auf Menschen gezeigt. Hier wird lebensnah und mit guten Beispielen die Gefahr demonstriert, in der wir uns alle Befinden, unbewußt manipuliert zu werden. Mit Mitteln wie Wiederholung und Emotionale Nähe schaffen explodieren Projekte wie "Big Brother" und "Deutschland sucht den Superstar" und bewegen Menschen zum Konsumieren. Die Ersatzreligion "Einkaufen" hat in den USA noch mehr Auswirkungen als bei uns, aber irgendwie sind wir auf dem Weg.
Dieses Buch klärt, macht Spaß beim Lesen und gibt wieder Hoffnung. Hoffnung, die dieser Tage beim Anblick der Inszenierung von Krieg, Tod und Leid manchmal verloren gegangen ist.
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Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)

Amazon.com: 44 Rezensionen
69 von 74 Kunden fanden die folgende Rezension hilfreich
Instructive and entertaining 12. November 2002
Von Alexei Proussakov - Veröffentlicht auf Amazon.com
Format: Taschenbuch
Peoples' data-processing capabilities are limited. In the information-dense world people are unable to critically review all the information they receive. In order to be adequate to the situation, they resort to so-called heuristics, simple cues or rules for solving the problem. Heuristics are based on peoples' previous experience in similar situations. Although relying on heuristics is sometimes a useful way of dealing with the onslaught of the decision-rich environment, basing our decisions primarily on heuristics can present some problems. First, heuristic cues that we possess may be false. Furthermore, a rule may be appropriate in certain situations but be misapplied in others. Another serious problem is that heuristics can be easily faked and manipulated. Knowledge of heuristics enables propagandists to control peoples' course of action.
The authors did a research of propaganda techniques and set four stratagems of persuasion:
1. You create favorable climate for the massage (called pre-persuasion). You subtly outline what picture has to be drawn in the end. Here you decide what way thoughts and perceptions of the audience will be shaped and channeled. Having established right basis for further discourse you secure the results you seek. At this stage you should identify some statements as axioms, i.e. `what everyone takes for granted' and `what everyone knows'. You attribute labels (positive or negative) to objects of further discussion, put black-or-white colors in non-disputable way. You use generalities to depict the situation - they are usually so ambiguous that you may change their meanings in the future. You use rumors and gossips.
2. You create a `source credibility', i.e. establish a favorable image in the eyes of the audience. The message must come from `experts' or `unbiased' and, of course, personally attractive communicators. Try to switch on the self-persuasion mechanism of the audience.
3. You create a message that focuses the target's attention and thoughts on exactly what you want them to think about. Research has identified at least five conditions that are likely lead to heuristics. Heuristics are most likely to be used when people do not have time to think carefully about the issue, when they are so overloaded with information that it becomes impossible to process it fully, or when they believe that the issues at stake are not very important. Heuristics are also used when people have little other knowledge or information on which to base a decision and when a given heuristics comes quickly to mind as they are confronted with a problem.
4. You create an emotion of the target that will help you channel thoughts of audience in right direction. Fear appeals are most effective when they raise high levels of fear and suggest a doable and effective responses (the authors also explain why sometimes fear does not work). Guilt: once we are filled with guilt, our thoughts and behavior are directed towards ridding ourselves of this feeling that's where propagandists take advantage of us. Feeling of obligation and indebtedness: large initial request and immediate concession by the requester invokes the norm of reciprocity -we concede. Feeling of commitment based on our desire to be self-consistent. For example, to `soften up' the target you make him involved in a much smaller aspect of the action. This serves to commit the individual to `the case'. Once people are thus committed, the likelihood of their complying with the larger request increases. Another way is to show uniqueness of the offer (scarcity sells). Use the `minimum group paradigm': You are on my side (never mind that I created the terms); now act like it and do what we say. Etc.
The book can be used by target audience to learn persuasion techniques and withstand or organize propaganda tricks. The book is entertaining, rich in vivid examples, and ... has everything to be a success in conveying authors' ideas. Instructive. Great read overall.
40 von 43 Kunden fanden die folgende Rezension hilfreich
Age of Propaganda: The Everyday Use and Abuse of Persuasion 1. März 2000
Von wittig1939@home.com - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
This is an excellent book which explains how the media, demagogues, politicains and marketers are able to gain compliance from their various publics. The use of lab studies and real world examples bring both theory and practice together. I have used this book for a class in propaganda since its first edition, and without fail students rave about the book in their course evaluations. It is a well-written book devoid of educationalese. This is an important book that provides the reader with genuine insight into a world of total propaganda and how as "cognitive misers" we allow ourselves to be manipulated.
36 von 40 Kunden fanden die folgende Rezension hilfreich
The authors educate the reader . 15. Mai 1999
Von Ein Kunde - Veröffentlicht auf Amazon.com
Format: Taschenbuch
If you want advice on how to be an effective and honest communicator, Anthony Pratkanis and Elliot Aronson have written an entire book about it, Age of Propaganda: the everyday use and abuse of persuasion (265 pages. W.H. Freeman and Company). Pratkanis and Aronson give their own accounts of how propaganda impacted their childhood. Aronson recalls how he felt about the "evil Germans" and "sneaky Japanese" while growing up in the 1940s. Pratkanis lost his naïveté when the Watergate scandal broke. He would later come to the realization that all politicians lie and cheat. The two authors attempt to educate the reader regarding propaganda and persuasion. Their goal is have the reader able to identify devices used, what makes them effective, and how to counteract their effectiveness without becoming a pessimist. All the chapters were enlightening; some stood out more than others and were able to give good "heads up" advice. The authors give the reader the inside track on how advertisers promote their products, a "buyer beware" sort of infomercial. Companies use words such as new, quick, easy, improved, now, suddenly, amazing, and introducing to sell their products. The authors further expose merchants by explaining how they make certain brands more accessible than others by placing them at eye level. Additionally, the consumer is informed that ads using animals, babies, or sex sell the product more successfully than advertisers that use cartoons or historical figures. The buyer is also cautioned on how merchants place products at the end of a supermarket aisle or near the checkout aisle; this strategy catches the consumer's eye and lures them into the "I gotta have it, can't live without it" frame of mind. The authors introduce the reader to a sociologist named David Phillips; the sociologist has made predictions which have been startlingly accurate. For one of his predictions, he had gathered information regarding deaths, which occurred after heavyweight championships. His research uncovered this information: homicide rates rose significantly after 3 to 4 days following a fight. He was also able to conclude that the victims were similar to the fighter beaten in the bout. For example, if a white male was beaten, then murders of young white males increased. The same was true if it was a black opponent. Many people believe the media plays a role in the actions of some people, but no thought is given to how a boxing match could have such an impact on the homicide rate. This study is eerie, yet fascinating. Pratkanis and Aronson inform the reader that instilling fear is often the way we are persuaded to act on an idea. Life insurance agents use fear in order that we purchase policies to "protect our loved ones." Doctors use fear to insure that we take out medication. Even dentists show graphic pictures of rotting teeth so that we will floss and brush daily. The book was informative and enlightening. It makes one stop and think about how society is constantly being persuaded to think and act the way we do, in a conformist mode. The authors accomplish their goal by enabling the reader to identify devices used and either "go with the flow" or "not be taken for a ride."
42 von 48 Kunden fanden die folgende Rezension hilfreich
Consumers and Citizens, Beware! 2. Februar 2000
Von Eric H. Roth - Veröffentlicht auf Amazon.com
Format: Taschenbuch
This insightful book explores the profound differences in decision-making over the last 2,500 years. Despite a penchant for social science jargon, the authors successfully translate a tremendous amount of current communications research on the creation and maintainance of belief systems into an accessible book. "Age of Propaganda" documents the rise of advertising, the decline of genuine public discourse, and the inherent dangers of ten second soundbites in determining our desires, needs, and goals. Further, they detail the unique difficulties in making a "rational" decision in a fast-paced, message-dense, mass-media culture. This provocative and disturbing book also paints a potentially bleak picture for America's democratic traditions. Fortunately, the authors provide readers with "an arsenal" of intellectual tools to decode messages and protect ourselves. As the authors conclude, "we must depend on our own knowledge of propaganda tactics and our own efforts to treat important issues as if they were truly important."
44 von 51 Kunden fanden die folgende Rezension hilfreich
Great book, one of the best on influence 1. April 2002
Von Harold McFarland - Veröffentlicht auf Amazon.com
Format: Taschenbuch
This book was a real bother! I usually read a 300 page book in about two hours and am used to reading through them quickly and getting onto the next one. This book was so fascinating that I slowed down to make sure that I got every bit of information out of it that was available.
This book should be required reading for everyone who wants to know how they are being influenced by the marketing people, unscrupulous sales people, cult leaders, governments and others promoters of influence. It is a thorough course in how to spot an attempt to manipulate you and how you can analyse the situation to see if it is really something you want or not.
It has some of the most complete advice on how to examine an item and how to respond of any book on influence that I have read. On the "A" list of must-read books.
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