The Responsive Chord - by Tony Schwartz (Paperback)

About the Book

Tony Schwartz, author of seminal text The Responsive Chord, is the progenitor of the study of media manipulation. As of 2016, his book is more important now than ever. The creator of the "Daisy Ad," widely credited with the election of LBJ and a pioneering media scholar reveals the secret machinations beh

Book Synopsis

Tony Schwartz, author of seminal text The Responsive Chord, is the progenitor of the study of media manipulation. As of 2016, his book is more important now than ever. The creator of the "Daisy Ad," widely credited with the election of LBJ and a pioneering media scholar reveals the secret machinations behind elections through exploitation of the media.

Review Quotes

"I doubt that I have seen any single document which pieces together in such a convincing way the processes by which advertising works on us (and in us)." -- Senator Frank E. Moss, U.S. Commerce Committee

"I read The Responsive Chord as a freshman in college and it affected everything I've ever made since. Its message is practical and deep. I'd recommend it to anyone." -- Ira Glass, creator & host of This American Life

"The Responsive Chord certainly gets a big response from me.... I enjoyed it enormously. This is a totally untouched field and Tony Schwartz has a monopoly in this area." -- Marshall McLuhan

"The Responsive Chord is a survival kit for those individuals trying to maintain their sanity in a world where their senses and intelligence are bombarded daily by audio and visual stimuli." -- Sander Vanocur

"Tony Schwartz was a genius when it came to understanding the communications revolution of the 20th century. My interview with him was one of my favorites and one of the most important of my own long career in broadcast journalism." -- Bill Moyers

"Tony Schwartz was not only an original theorist but a master persuader whose must-read book is brimming with indispensable insight about how humans construct meaning through media." -- Prof. Kathleen Hall Jamieson, Director, Annenberg Public Policy Center