Sabtu, 24 Maret 2012

[J633.Ebook] Fee Download Science Explorer Human Biology and HealthFrom Pearson Prentice Hall

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Science Explorer : Human Biology and Health by Prentice Hall School Publishing Staff. Prentice Hall School Division,2000

  • Sales Rank: #1080027 in Books
  • Published on: 2000-01
  • Original language: English
  • Number of items: 1
  • Dimensions: 10.75" h x 8.50" w x .75" l, 2.00 pounds
  • Binding: Hardcover

Most helpful customer reviews

3 of 4 people found the following review helpful.
Great for your children to learn anatomy.
By Amazon Customer
This book is filled with so much knowledge. I am a nurse and my daughter which is 9, said she wants to be a doctor. I thought this book was a great introduction of the anatomy and physiology. It goes in to great detail about what each body part does. It is NOT just a picture book.
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Five Stars
By Mohammed Jaffar Al Kassi
Thanks

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Jumat, 23 Maret 2012

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  • Sales Rank: #1427452 in eBooks
  • Published on: 2015-04-22
  • Released on: 2015-04-22
  • Format: Kindle eBook

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Rabu, 21 Maret 2012

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Eye Movement Desensitization and Reprocessing (EMDR) has established itself as an evidence-based psychotherapy for the treatment of trauma and other related mental health disorders. Despite the numerous studies touting EMDR’s efficacy, it is still largely regarded as too complicated to understand, a major factor in why many who have been trained in EMDR no longer use it. EMDR Made Simple: 4 Approaches to Using EMDR with Every Client offers a fresh approach to understanding, conceptualizing, and ultimately implementing EMDR into clinical settings. Dr. Jamie Marich brings in her clinical experience from other modalities and disciplines to show that EMDR is more than just a series of protocols that need to be mastered in order for it to be effective. Using common sense language, clinical cases, and practical examples, EMDR Made Simple will give you the tools to build on your existing clinical knowledge and make EMDR work for you and your clients. “After completing both Part I and II EMDR training I felt somewhat lost in how to tailor my personal approach with clients while maintaining the integrity of the EMDR method. Dr. Marich’s book not only illuminated the way for me but gave me the confidence I needed to expand my private practice using EMDR. Her vast clinical experience, directed resources and practical hands on examples demonstrated to me the usefulness of EMDR for a range of clients. EMDR Made Simple is an easy to read guide to EMDR greatly influenced by Dr. Marich’s friendly and very personable style. Her 4 approaches to EMDR allow the reader to find a mode that works for them while not compromising the best practices efficacy of the EMDR protocol.” ~Karen Anderson, M.S., LMFT Private Practice, Las Vegas, NV “I am convinces that eye-movement desensitization and reprocessing (EMDR) is the most important psychological discovery since Freud. The only problem seems to be the early EMDR researchers, who were very successful in terms of demonstrating that clinical efficacy of EMDR, may have prematurely ‘locked into’ a rather strict protocol that could have benefited from some improvements along the way. Dr. Marich provides a very thoughtful analysis of this issue. Her work will do much to help us evaluate both the future of EMDR, and many of its various derivatives.” ~Allan Botkin, Psy.D. Induced After Death Communication: A New Therapy for Healing Grief and Trauma “Unlike many authors and EMDR practitioners who have attempted to –and for decades have succeeded in- shrouding this efficient, effective trauma modality in secrecy and mystique- imbuing fear and doubt in many trauma-competent clinicians, Marich clarifies, simplifies and sheds much needed light on this heretofore esoteric process.” ~Linda Curran, BCPC, LPC, CACD, CCPD Trauma competency: A Clinician’s Guide “I applaud Dr. Marich for expanding the accessibility of the EMDR Approach even further. EMDR Made Simple…provides an inclusive scope sending a clear message of mutual respect while supporting an understanding of the EMDR Approach uniting the therapeutic community. A must read for all clinicians!” ~Earl Grey, Ph. D. Unify Your Mind: Connecting the Feelers, Thinkers, and Doers of Your Brain “Dr. Marich has shown her years of wisdom and professional experience to write a captivating book on EMDR. Her touching stories about her own recovery from trauma will inspire the reader to empathize with the struggles of their patients. Dr. Marich uses her struggles as metaphors to help the reader understand complex treatment protocols while encouraging readers to adapt theory and protocol to their own personal style of therapy. This is a must read book for both beginning and experienced therapists.” ~Douglas Darnall, Ph.D. Divorce Casualties and Beyond Divorce Casualties

  • Sales Rank: #261782 in Books
  • Brand: Brand: Premier Publishing Media
  • Published on: 2011-08-01
  • Original language: English
  • Number of items: 1
  • Dimensions: 8.00" h x .72" w x 5.25" l, .73 pounds
  • Binding: Paperback
  • 316 pages
Features
  • Used Book in Good Condition

Most helpful customer reviews

30 of 31 people found the following review helpful.
Expanding the boundaries of EMDR
By Ed Hinson
I found a lot to like in this book. I am trained in EMDR but have found it poorly suited to some clients. When it works it is miraculous, but there have been those clients that appear to need it but seem unable either to connect with it or to be overwhelmed and re-traumatized by the process. In my training these were designated the inappropriate clients, the psychotic, character disordered, over-reactive clients you just didn't do EMDR with. And sure enough, when I tried, it either went nowhere, or the client was overwhelmed by it. Unfortunately, a high number of my clients fall into those categories. Dr. Marich emphasizes preparation, preparation, preparation. Establishing safe place, structuring the processing so that the client knows they have full control, and can proceed or stop as they need, and even using EMDR as an adjunct to the approach or approaches the clinicians is trained and comfortable in, is not only allowed but encouraged. Dr. Marich sees EMDR as a work in progress, an approach to therapy that is still in its youth and may grow in unanticipated ways. She presents her work and ideas in clear, practical terms, with a personal touch that is inspiring. I have found myself able to move into areas with clients since reading her book and participating in a webinar with her, that I previously avoided and the results have been positive.

24 of 26 people found the following review helpful.
Love this book!
By Stacy
I reluctantly bought this book at an educational conference, as I wasn't sure I needed one more EMDR book! I was quite surprised to find that this book didn't read like a textbook and was chock full of great resources and common sense. As a "Face 3" therapist, relatively new to EMDR, I found it to be refreshing and validating!!

10 of 10 people found the following review helpful.
EMDR Easily Understood and Protocol Simply Defined
By Hermit
Excellent explanation of EMDR with the WHYs and HOWs fully explored. Marich has done exactly what she claimed: she has made EMDR simple enough for me to understand. And as unlikely as this might sound, that shifting your eyes from extreme left to extreme right about 15 times REALLY takes the unprocessed energy out of a just-won't-stop-replaying memory (stuck in the limbic part of the brain), allowing the cortex to successfully file it away as the PAST, rather than having that memory and the emotional quagmire attached to it continually replaying as though it were still in the present. (PTSD-type reactions) This book can be used for self-help but if your issues are severe, it might be better to work WITH a therapist while using these techniques. Also check out Laurel Parnell's book on "Tapping In," and Allen Botkin's book on "Induced After-Death Communication" )(which is pure EMDR with a twist).

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Sabtu, 17 Maret 2012

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  • Published on: 1600
  • Binding: Paperback

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Jumat, 16 Maret 2012

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  • Published on: 2012-07-23
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[Q411.Ebook] Free Ebook Life Evolving: Molecules, Mind, and Meaning, by Christian de Duve

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Life Evolving: Molecules, Mind, and Meaning, by Christian de Duve

In just a half century, humanity has made an astounding leap in its understanding of life. Now, one of the giants of biological science, Christian de Duve, discusses what we've learned in this half century, ranging from the tiniest cells to the future of our species and of life itself.
With wide-ranging erudition, De Duve takes us on a dazzling tour of the biological world, beginning with the invisible workings of the cell, the area in which he won his Nobel Prize. He describes how the first cells may have arisen and suggests that they may have been like the organisms that exist today near deep-sea hydrothermal vents. Contrary to many scientists, he argues that life was bound to arise and that it probably only took millennia--maybe tens of thousands of years--to move from rough building blocks to the first organisms possessing the basic properties of life. With equal authority, De Duve examines topics such as the evolution of humans, the origins of consciousness, the development of language, the birth of science, and the origin of emotion, morality, altruism, and love. He concludes with his conjectures on the future of humanity--for instance, we may evolve, perhaps via genetic engineering, into a new species--and he shares his personal thoughts about God and immortality.
In Life Evolving, one of our most eminent scientists sums up what he has learned about the nature of life and our place in the universe. An extraordinarily wise and humane volume, it will fascinate readers curious about the world around them and about the impact of science on philosophy and religion.

  • Sales Rank: #975674 in Books
  • Published on: 2002-10-17
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.50" h x 1.25" w x 6.50" l, 1.62 pounds
  • Binding: Hardcover
  • 360 pages

From Booklist
In this book, Belgian biochemist de Duve comes across as an exceptionally genial, humanistic scientist. Awarded the 1974 Nobel Prize in medicine for his groundbreaking work in cell biology, de Duve here surveys the scientific approach to understanding how life began, crucial bottlenecks in its increasing complexity, and the question of the contingency versus the inevitability of the entire process. Born in 1917, de Duve regards this presentation as his testament, which perhaps motivates his addressing, periodically in the text, overtly in the final chapter, religious beliefs about the existence of life. Unlike aggressive scientific atheists such as Richard Dawkins, nonatheist de Duve sympathetically reasons through why it is unnecessary to invoke nonphysical influences. On the other hand, he argues against assertions that life and its evolved forms are dumb, naturally selected flukes. Beneath the philosophizing, de Duve delineates biology excellently and authoritatively, introducing it with wonder and curiosity that are bound to excite the next generation. A worthy legacy of a great career. Gilbert Taylor
Copyright � American Library Association. All rights reserved

Review

"A well-written, engaging scientific tour de force.... de Duve exhibits an extraordinary skill in conveying his deep knowledge of biology.... Both a first-rate scholar and an accomplished popularizer of science...de Duve moves with equal familiarity and eloquence from scientific papers to French poets.... Life Evolving forces the reader to avoid intellectual complacency and to articulate one's own arguments to effectively address his position. These are, in themselves, major reasons to appreciate the book."--Science


"This book is addressed to the educated lay person interested in the origin of life, its evolution to the present day and its philosophical implications. The reader is in for a treat of unsurpassed lucid and poetic writing. It is the testament of one of the great biologist-philosophers of our time."--Gunter Blobel, Nobel Laureate in Physiology and Medicine


"An original thinker and graceful writer, Christian de Duve is an E.O. Wilson for the cell. In Life Evolving, De Duve lays bare the molecular machinery of life, finding both explanation of our evolutionary past and signs of what it will mean to be human in the twenty-first century."--Andrew H. Knoll, Fisher Professor of Natural History, Harvard University


About the Author

Christian de Duve won the Nobel Prize in 1974 for his work on the organization of the cell. One of the best-known pioneers of cell biology, he is head of the Christian de Duve Institute of Cellular Pathology. He is the author of Vital Dust: Life as a Cosmic Imperative, Blueprint for a Cell: The Nature and Origins of Life, and A Guided Tour of the Living Cell. He shares his time between New York and Brussels.

Most helpful customer reviews

21 of 21 people found the following review helpful.
Intellectually Engaging
By A Customer
De Duve exhibits an extraordinary skill in conveying his deep knowledge of biology. He again demonstrates that he is both a first-rate scholar and an accomplished popularizer of science. His style does not overshadow the book's content; de Duve moves with equal familiarity and elegance from scientific papers to French poets, never losing his grip on a deterministic description of the history of life. A straightforward story line starts with the origin of life and continues through the evolution of humans, mind, and language. Intertwined with the narrative are the author's thoughts on the willful world of biotechnology and our potential for determining our future as a species. It is not surprising that de Duve's biography of the biosphere includes sweeping generalizations, but his gripping chronicle could have been aided by diagrams and additional illustrations. The author's treatment of issues such as language, consciousness, and the development of pluricellularity may be unsatisfactory to some. And readers interested in the origin and earliest evolution of life would probably prefer more detailed discussions of the RNA world and what may have preceded it.
However, evolutionary convergence shows that the history of life is not as contingent as some critics of de Duve's positions would argue. Quite surprisingly, the author does not discuss any cases of molecular convergence in Life Evolving. The small, but very revealing, list of known examples includes the independent development of biosynthetic pathways for molecules such as lysine or the imizadole moiety found in purines and histidine as well as the polyphyletic origin of several nonhomologous classes of nucleic acid polymerases. With only one example of biology (Earth's own) we cannot calculate probabilities, but the search for extraterrestrial life may assist us in evaluating the evolutionary odds of life and consciousness. The idea that life on Earth is the result of a miracle or of a rare chance event has been replaced by an evolutionary narrative. Still, as William Blake wrote in There Is No Natural Religion, "Reason, or the ratio of all we have already known, is not the same that it shall be when we know more." The discovery of dozens of planets orbiting nearby stars and the prospect of searching for compounds of possible biological origin in their atmospheres suggest that in the not-so-distant future we may have more factors to consider when addressing the issues de Duve raises.
Whether or not one agrees with de Duve's strong statements, Life Evolving forces the reader to avoid intellectual complacency and to articulate one's own arguments to effectively address his position. These are, in themselves, major reasons to appreciate the book.

37 of 51 people found the following review helpful.
Interesting and thought provoking book
By Pat McGuire
I read this book because Christian De Duve is one of the "grand old men" of origin-of-life research. What I found was as much a book on theology as one on life sciences. Along with lucid descriptions of the inner workings of living cells and conjectures of how life arose, it is an evangelistic treatise in support of soft-core atheism. His message is that we need priests, not because God exists...He does not...but because natural selection has created within mankind the need for God.
De Duve gives a great review of just how cells work at the molecular level. There is adequate depth without getting bogged down in details. What I really wanted to see was his explanation for the origin of life. De Duve proposes that
Abundant triphosphates somehow arose to provide energy
Prebiotic peptide catalysts somehow arose
Myriads of different RNA-like molecules somehow formed from phosphates
"Rare true-RNA" molecules evolved by Darwinian evolution
RNAs began to make proteins out of the abundant amino acid soup
The RNAs began to make cell walls
The genetic code for specific proteins arose via Darwinian evolution
These very short RNA chains grew tremendously longer via Darwinian evolution
DNA developed from RNA to form protocells
The protocells evolved via Darwinian evolution until they became the first living cells
The key to his proposal is molecular selection. "This mechanism, it must be emphasized, represents at the molecular level exactly that imagined by Darwin to account for biological evolution". In other words, the way to get around the incredible odds of accomplishing each of the proposed steps to life listed above is by having non-living molecules competing with each other. The winning molecules then advance to the next level of competition.
De Duve is rather less than kind to those who disagree. He is distressed that many intelligent people, even scientists, do not agree that this is a plausible explanation to the origin of life. As one with a background in the earth sciences, I am one of the skeptics. My major problem is that he seemingly ignores data from other scientific disciplines. His premise depends on assumptions that are either wrong or improbable at best.
His proposal requires a benign chemical environment with a rich prebiotic soup from which the peptides, RNAs, and proteins could form. Geochemists and planetary physicists have conclusively demonstrated that this soup simply didn't exist. The neutral atmosphere of the early earth could not form prebiotics. In addition, there was sufficient photogenic oxygen in the atmosphere and radiogenic (radiation-induced) oxygen in the oceans to destroy them if they did form. No "prebiotic soup" has ever been found, although "post-biotics" are extremely common. What does exist in abundance are deposits of poisonous heavy metals and rare-earth elements. The early ocean more closely resembled the deadly effluent from a toxic waste dump than the prebiotic soup De Duve needs. Entire industries exist to mine these materials which were once poisons dissolved in the early oceans.
De Duve proposes that prebiotic materials were delivered to the Earth from outer space. Small amounts of nucleic acids have been found in some meteorites, and comets often contain some carbon compounds as well. In reality, the volume of chemicals is small, but the energy release is not. For example, the Shoemaker-Levy comet which struck Jupiter in 1994, probably contained hundreds of tons of organic compounds. This is the proverbial "drop in a bucket" in terms of getting a meaningful volume of prebiotics into the ocean. However, the impact event was roughly 100 million megatons of TNT. This is ten thousand times the power of all of mankind's nuclear weapons combined. We would all be dead if this impact had occurred on Earth.
Another problem occurs in obtaining concentrated baths of organic compounds. The scenarios De Duve mentions are Darwin's "warm little pond" and Stanley Miller's "drying lagoon". These are physical impossibilities on the early earth, where tides were measured in hundreds of feet and wind speeds were measured in thousands of miles an hour. Think of the movie "Perfect Storm" and consider that the weather never got that nice 3.9 billion years ago! There is no plausible mechanism available to generate a concentrated bath of prebiotic compounds in such an environment.
The last several chapters delve into esoteric astronomical subjects far from De Duve's area of expertise, including life on other planets. Large numbers are quoted, but there is little discussed in the vein of cause-and-effect from which a meaningful statistical calculation could be made. He acknowledges that the physical properties of the universe exhibit evidence of incredible precision which allows life to exist. Inconceivably tiny deviations in a number of parameters would make life impossible. This "anthropic principle" has led many formerly atheistic or agnostic scientists to a belief in God. I know one radio-astronomer who wrote "Astronomers who do not draw theistic or deistic conclusions are becoming rare", while his atheist collegue complained that his fellow astronomers are rushing off to join "the First Church of Christ of the Big Bang." De Duve apparently prefers the explanation that there are an infinite number of universes, perhaps even evolving via natural selection, and ours is the lucky one.
De Duve's final appeal is that "something positive must be proposed that can eventually replace the myths propagated by religion." God does not exist, but we need "spiritual guides" to provide ethics and morals. "The religious feeling is deeply embedded in our nature, probably carved into it by natural selection"
I enjoyed De Duve's excellent description of cellular biology. However, I found his proposed mechanisms for the origin of life unconvincing and unsupported by actual chemical pathways. He ignored the hard evidence from other scientific disciplines that render his explanations highly implausible. His premise that science has demonstrated naturalistic explanations to how the universe, the earth, and mankind got here requires more faith than I can muster. I remain skeptical, and tend to agree with the astronomers, who are finding increasing evidence of "something else behind it all".

29 of 40 people found the following review helpful.
One giant leap of faith after another
By Jasem Mutlaq
Let's me say first that I'm 100% pro-evolution, and that abiogenesis is what attracted me to this book. I was seeking an explanation that is either fundamental by itself and based upon some empirical data, or another based on advances of known origin-of-life theories like the "RNA-world".
Unfortunately, the book delivers neither.
As another reviewer pointed out already, De Duve divulges the reader into the basics of cell biology; a nice introduction of life chemistry, proteins, RNA, DNA, enzymes and such.
De Duve then spends few chapters on paving the way from a pre biotic world to one that is dominated by protocells. He believes that proteins are a by-product of RNA and therefore RNA must have preceded proteins. Judging by the complexity of RNA, he postulates that peptide bonds _somehow_ formed among amino acids with the help of what he calls "multimers" (amino acids among other things), and those short peptides could have played the role of a primitive catalyst.
What De Duve fails to provide through out his book is data + examples. To convince any reader with the possibility of such event, common wisdom dictates a minimum amount of experimental data to support the "building" blocks of his hypothesis.
In 1997, Ghadri group synthesized a peptide ligase. That is, a self-replicating 32 amino-acid long peptide. It is the constant lack of evidence that makes Du Duve arguments weak.
Then he says that ATP and other NTPs _somehow_ arose, and the discussion for their "existence" is beyond the scope of the book. Then our catalyst peptide forms an RNA-like structure from ATP and others. Then he says that many bases were initially bound, not just A, U, G, and C. But once we had a "rare" RNA with A, U, G, C, it is _somehow_ more stable and more reproducible. De Duve does not really discuss why he believes this is the case, other than it must be because this is what we have now.
In one occasion, De Duve says "Admittedly, this is all hypothetical. But the hypothesis rests on undeniable foundations and has the advantage of suggesting experimental approaches". He made it clear on several occasions than many areas of pre biotic chemistry lack experimentation despite their significance in origin-of-life research. After suggesting an experiment, he concludes "This is what I would do if I were 20 years younger".
De Duve then goes on to explain how the RNA led eventually to proteins (RNA attaches itself to some amino acids, and using the RNA itself as a catalyst, we form protein). And that once we had proteins, life needed cells at that stage to compete and protocells were created. The RNA made proteins, and RNA that made better proteins for the cell survived and got duplicated. The cell at this has some rudimentary membrane, and can replicate itself via division.
What he skipped is how such membrane forms, why it forms, and how the division process in this protocell exactly takes place.
I really wished that De Duve paid more attention to such critical details. Different people might read the book for different reasons, I read it for the goal of gaining an understanding on abiogenesis. Being a strong believer in abiogenesis myself, I was quite enthusiastic when I began reading the book. However, skepticism over Duve's take on abiogensis kept growing as I read more chapters.
Unfortunately, I lost faith in his approach to this critical issue.

See all 7 customer reviews...

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Kamis, 01 Maret 2012

[F956.Ebook] Download PR! - A Social History of Spin, by Stuart Ewen

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PR! - A Social History of Spin, by Stuart Ewen

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PR! - A Social History of Spin, by Stuart Ewen

The early years of the twentieth century were a difficult period for Big Business. Corporate monopolies, the brutal exploitation of labor, and unscrupulous business practices were the target of blistering attacks from a muckraking press and an increasingly resentful public. Corporate giants were no longer able to operate free from the scrutiny of the masses.“The crowd is now in the saddle,” warned Ivy Lee, one of America's first corporate public relations men. “The people now rule. We have substituted for the divine right of kings, the divine right of the multitude.” Unless corporations developed means for counteracting public disapproval, he cautioned, their future would be in peril. Lee's words heralded the dawn of an era in which corporate image management was to become a paramount feature of American society. Some corporations, such as AT&T, responded inventively to the emergency. Others, like Standard Oil of New Jersey (known today as Exxon), continued to fumble the PR ball for decades. The Age of Public Relations had begun.In this long-awaited, pathbreaking book, Stuart Ewen tells the story of the Age unfolding: the social conditions that brought it about; the ideas that inspired the strategies of public relations specialists; the growing use of images as tools of persuasion; and, finally, the ways that the rise of public relations interacted with the changing dynamics of public life itself. He takes us on a vivid journey into the thinking of PR practitioners—from Edward Bernays to George Gallup—exploring some of the most significant campaigns to mold the public mind, and revealing disturbing trends that have persisted to the present day. Using previously confidential sources, and with the aid of dozens of illustrations from the past hundred years, Ewen sheds unsparing light on the contours and contradictions of American democracy on the threshold of a new millennium.

  • Sales Rank: #285501 in Books
  • Published on: 1996-11
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.00" h x 1.00" w x 6.13" l, 1.53 pounds
  • Binding: Paperback
  • 480 pages

Amazon.com Review
As "spin" assumes an omnipresent role in contemporary discourse, chasing out frank or direct speech with buzzwords and carefully weighted terminology, the time is ripe for a study of the industry that started it all. Stuart Ewen has written an exhaustive study of public relations that traces the evolution of PR throughout the 20th century, from the history of early advertising to its role in politics and "corporate communications." PR! is a book not just for industry types or communications majors, it contains thoughtful reflections on the impact of manufactured media on our culture and democracy, topics relevant to all.

From Publishers Weekly
Is there any difference between PR and propaganda? Ewen (All Consuming Images), a professor of media studies at Hunter College in Manhattan, doesn't think so. Accordingly, his account of the rise of the public relations industry begins with the U.S. Committee on Public Information, a government-sponsored organization dedicated to maintaining domestic morale during WWI. In the aftermath of the war, Ewen argues, public relations developed largely out of a corporate fear that genuine democracy would obstruct the workings of big business, with PR pioneer Edward Bernays offering, as he phrased it, lessons in "the engineering of consent." As corporations like AT&T began to perceive the importance of utilizing public relations in the face of a public increasingly suspicious of monolithic companies, the PR industry hit its stride by learning to incorporate many of the tactics and iconography of the New Deal while simultaneously opposing its progressive politics. Ewen's book trails off after the 1940s; he doesn't substantially probe the colossal impact of television or the incursion of PR methods into politics in more recent times. And although he presents a convincing portrait of a business elite attempting to use techniques of persuasion to distort and mold public opinion, he doesn't fully address the question of PR's effectiveness.
Copyright 1996 Reed Business Information, Inc.

From Library Journal
A social critic and historian concerned with images and the power they have on society, Ewen (Channels of Desire, Univ. of Minnesota, 1992) presents here a social history of public relations in the United States. Modern PR rose as an attempt to explain the turmoil and confusion that occurred in the country from the end of the Civil War to the first decade of the 20th century. Public reaction to the excesses of industrialization and the growing immigrant classes caused many in power to fear that the "American way of life" was being destroyed. Ewen reviews the ongoing conflict in public relations between those who think the public is rational and want to present the facts and let people make up their minds, and those who think that opinion can be shaped by appeals to unconscious urges. Ewen gives fascinating examples of the communication similarities between FDR and Reagan, and why AT&T was loved by the public and Standard Oil hated. This provocative book should be purchased by all public and academic libraries.?William W. Sannwald, San Diego P. L.
Copyright 1996 Reed Business Information, Inc.

Most helpful customer reviews

8 of 8 people found the following review helpful.
Public Relations: To inform or persuade?
By ewomack
Public relations (PR) has become so pervasive that its very existence almost goes undetected. Some of it remains on such a level of subtlety that many observers would never notice. Seeing PR requires knowing what to look for. It lurks in obvious places such as advertising and political dialogue. But it can also appear in less obvious places such as photography, movies, television shows and news stories. Once it makes itself known the realization that the modern world is literally covered with PR hits home like a flail to the torso. This realization can dig so deep that one's own identity can even come into question. How much of who we are, what we believe in, and our framework of the world has come from public relations offices? Probably a fair amount. Decoding this miasma of stratified information would encumber a lifetime. Stuart Ewen, the author of this very ambitious history of public relations, struggles with this same question in chapter two. After all, Where is the objective frame of reference for studying something as über alles as PR? Perhaps such a perspective exemplifies philosopher Thomas Nagel's "view from nowhere."

"PR! A Social History of Spin" covers a lot of infrequently covered ground. How many have heard of the now defunct United States Committee of Public Relations (CPI)? Or the philosophy of the National Association of Manufacturers (NAM)? It's all here. Roughly, the book covers attitudes towards and potential controlling of "the crowd" or "the public" from 1907 to the 1980s. The definition of "public relations" remains elusive throughout, but it takes on various meanings through the delineation of its history over some 400 pages. In the end, "public relations" involves a mosaic of multifarious concepts, attitudes and methodologies. All involve projecting specific ideas of reality to "the public" at large. As this book shows, voluminous creativity has gone into this idea.

The book opens with the author's visit to arguably one of the most influential, and least known publicly, practitioners of public relations: Edward Bernays. Some think he was even more influential than his uncle Sigmund Freud. Bernays applied many of Freud's psychoanalytic ideas to mass persuasion. He created an industry and, arguably, a way of life still in effect today. His endless list of PR accomplishments includes breaking the social taboo against women smoking and providing a framework for public relations. This framework, from the 1947 essay "The Engineering of Consent" includes three main elements: 1. Study the public as "raw materials"; 2. sway the public through emotional, not intellectual, appeals; 3. Create news via stagecraft. These elements, according to the author, still guide PR today.

Bernays' thought represents one major branch of public relations. The book covers both perspectives in depth. On one side sit those who believe that those in power should sway "the masses" with methodologies of persuasion. In other words, they should create a reality to keep the public "in check." Bernays exemplifies this position (perhaps "Bernaysians" would serve as a fitting moniker?). On the other side sit those who think public relations should inform, not persuade the public. The "Progressive Publicists" of the late 19th and early 20th centuries propounded this idea. To such thinkers, information provides the panacea for social ills. An informed public is an empowered public. The swing between these nearly opposing poles pervades the history of public relations, though the book suggests that the followers of Bernays have triumphed. Conceding this, a short concluding chapter asks what implications Bernaysianism carries for modern democracy.

An interesting chapter explores the public relations of the Roosevelt New Deal administration. As frustration towards business practices skyrocketed throughout the 1930s, public relations was used fervently against Wall Street. The New Deal even utilized both branches of public relations to create support for social welfare programs. Using both emotional and intellectual appeals, FDR kept the New Deal alive until a massive business backlash following the war. During the late 1940s and 1950s, business borrowed New Deal tactics for their own ends. Social programs, taxation, and communism fell under the axe of this era's PR. Looking at today's landscape, this approach proved extremely successful. By appropriating New Deal rhetoric of "the greater good," late 20th century business practitioners were able to undermine many of FDR's social programs. As television entered the public sphere, the public relations industry saw a golden opportunity. And they took it. As early as 1955 a book entitled "Telephone News on Television" provided guidance for mass persuasion via television.

The book's bulk deals mainly with post-war public relations. Not until the book's fifth and final part does television enter the discussion. The post 1950s era gets largely sequestered to chapters 15 and 16. Those looking for contemporary perspectives on PR will only find nibbles here. Though the book nonetheless remains incredibly relevant today. Also, its publication date of 1996 pretty much precludes any discussion of the now most pervasive PR tool: the internet. And though the author's political stance stands out like neon, the book provides a fascinating, potentially life-altering, perspective on modern media and modern life. The thick pages of "PR! A social history of spin" carry massive implications for anyone living in a modern democracy. People from any political persuasion will benefit.

1 of 1 people found the following review helpful.
Can't go wrong reading this book!
By Shaunessy
I first bought/read this book over a dozen years ago. It was an enlightening read providing a lot of insight into the world of public relations and advertising. I've recommended this book to friends as a great primer and most agree this is a great read. I've read several works since on the subject matter and while this was my "first" it's hard to compare them as this one did such a great job.

1 of 1 people found the following review helpful.
Great depth and understanding of the field which is represents
By Amazon Customer
Just what I was looking for. Full of information. Great depth and understanding of the field which is represents. I highly recommend for anyone looking to understanding the public marketing of items.

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