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Does persuasive communication constitute the communicative paradigm of the knowledge society?

Ferran Lalueza (

Professor of Information and Communication Science Studies at the UOC
Director of the Advertising and Public Relations programme at the UOC


Advertising and public relations are undergoing a profound transformation as a result of the eclosion and heady consolidation of today's information and communication technologies. Nowadays, no one questions that the communicative parameters associated to the knowledge society exert a powerful influence-and will continue to do so even more intensely-on the direction that these two persuasive communication disciplines are taking.

What is not so evident, however, is the inverse process: the influence that advertising and public relations are exerting on the construction of a benchmark communicative model for the knowledge society. The aim of this article is precisely to show how many of the characteristics that preconfigure this communicative paradigm have been around for decades in the dynamics of persuasive communication. Information saturation, interactivity and multi-channel distribution are some of the traits that are analysed from this viewpoint.


advertising and ICT, communicative paradigms, persuasive communication, public relations and ICT

Published in:  October 2006

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