The Responsive Chord

The essential guide to how media shape our lives. By the creator of the most talked about political ad in television history.
Written by the man the New York Times called the "king of sound," The Responsive Chord is drawn from an unrivaled wealth of experience in the communications industry. Schwartz has learned 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.
"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
"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
"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
"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
"This book isn't just another communications theory. It is a road map through a maze of 20th Century changes brought about by radio and TV, written by a Copernicus in this field." -- Michael Rowan, President, Rowan Group Inc., international social research and policial consulting.
"The best book on communications theory and practice since McLuhan's Understanding Media." -- Joseph Napolitan, author of The Election Game.