The Responsive ChordThe essential guide to how media shape our lives.
By the creator of the most talked about political commercial in television history.
The Second Edition (2017)!
Featuring audio and video content and a new foreword by John Carey, Professor of Communications and Media Management, Fordham University, who worked for Schwartz during the writing of the book.
“A chance meeting in high school with this exceptional maker and thinker changed how I would think about the world and my work.
I think about Tony Schwartz’s influence and vision on every film I make.”
About The Responsive Chord
Tony Schwartz drew on his unparalleled experience in the communications industry to give us The Responsive Chord, an engaging read and one of the seminal books on media. Schwartz came to understand that most advertisers, politicians, and educators―in fact, most all of us―use a model of communication long outmoded by the coming of electronic media. A model which has made us blind to many of the inner workings of modern communication. In The Responsive Chord, he puts forth the resonance principle—that the meaning of an ad (or any other piece of communication) is not present in the ad itself but rather in how the ad relates to the vast array of knowledge and associations already held in the mind of the viewer―both factual and emotional. Thus, audience members do not merely digest a message; they are an essential force in creating it. Schwartz guides us through the many fascinating consequences. The implications for anyone looking to impart a message or influence decisions are enormous.
With so many people now getting their information through social media and “fake news” sites, it is crucial that we understand the strong forces by which these outlets act upon us and, yes, manipulate our ideas and actions. The Responsive Chord reveals these forces in a captivating and eye-opening read.
About John Carey (author of the new foreword)
Professor Carey has served on the advisory boards of the Adult Literacy Media Alliance, the Annenberg School For Communications and Fordham’s Donald McGannon Communication Research Center. He was a commissioner on the Annenberg Commission on the Press and Democracy, has been an invited lecturer in more than a dozen countries and has presented his research to the boards of major media companies in the United States. Before coming to Fordham, he taught at Columbia Business School and at New York University.
Professor Carey’s direct experience with Schwartz, McLuhan and The Responsive Chord, as well as his subsequent decades of work in the media industry, give him a uniquely insightful perspective on the ideas of the book and their importance to the current media landscape.