Rumors may be the oldest medium of mass communication of
information or ideas. Even before there were newspapers, radio, or
television, rumors communicated by word-of-mouth made and shattered
reputations, and set off riots and wars. Yet contrary to
predictions, rumors continue to thrive, in spite of and parallel to
mass media.
What accounts for the puzzling persistence and continuing
significance of this little-studied social phenomenon? Jean-NOel
Kapferer examines the theory and practice of rumors, focusing on
specific areas such as entertainment, criminal behavior, business
and finance, and politics. He describes the kinds of conditions
that give birth to rumors, why we believe them, and the hidden
messages they convey. Kapferer points out that rumors frequently
serve useful social purposes and present rich examples. He
speculates about how rumors can be controlled, changed, and
prevented.
Drawing upon contributions of disciplines ranging from psychology
to history, and integrating the insights of Europeans with the
latest work of American researchers, this is the most comprehensive
examination of rumors, gossip, and urban legends yet published.
Translated into nine languages, this edition was updated with
advances in theory and research since the book's original French
publication in 1987. Its brisk, accessible style makes the book of
interest to psychologists, economists, political scientists,
sociologists, and folklore analysts, as well as the general reader
who is curious about the origins of this fascinating social
phenomenon.
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