Article: Communication processes

By Louis-François PAU

L.M. Ericsson

Abstract

Psychological processes, techniques and tools for passing a “message” are at work in advertising and persuasion. The message is not unidirectional however. Modern communication — the Internet, mobile devices, social networks — have given power back to individuals, who can use these means to build or destroy reputations and confidence. To cope, players in the field of advertising and communication are forced to center their strategies around well-chosen physical elements in communication networks, algorithms and techniques so as to avoid being pushed out onto the margins of the direct dialog taking place between the senders of messages and individuals.