In the 21st century, perception management and persuasion are two concepts that go hand in hand with each other. While perception management is considered a negative form of communication by the public, persuasion is considered a form of communication based on trust. Consistency in communication, reliability, emotional bonds, social acceptance, mutual communication, competence on the subject, and appreciation are the basic elements of persuasion. Manipulative tactics in the process of persuasion can lead to distrust and backlash. Perception management refers to the process of deliberately influencing, changing, and transforming the way people perceive information, events, news, and the agenda through various communication studies. The ability to influence public opinion through strategic and holistic communication has become easier with new communication environments.
This book explains how perception management and persuasion techniques are used in different fields in the context of new communication technologies and media from an interdisciplinary perspective.