Don't hope to get rid of books (Umberto Eco)
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Public opinion and the crowd

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Public opinion and the crowd
3.99 €
In basket
"Public Opinion and the Crowd" is a book first published by Tarde in 1892, but remains relevant today. It is one of the foundational works of mass communication theory. In it, the scholar discusses the "public" as the highest form of crowd—an inert and gullible mass, short-lived and dependent on its leader.

The public is also dependent, but now on the mass media, which consistently shape its opinions. It is united by a commonality of opinions (instilled in it from the outside, through those same mass media) and is inclined to embrace novelty. It is more socially closed than a crowd, more tolerant of other people's opinions. However, skillful manipulation of its opinion is enough to turn it back into a destructive mob...
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