The Institutional Branding of Jowett and O’Donnell’s Propaganda and Persuasion (1986–2019)
The Institutional Branding of Jowett and O’Donnell’s Propaganda and Persuasion (1986–2019)

Summary/Abstract: Students know the meaning of textbook as a noun to be a compilation of content for the purposes of explanation and setting principles. It is the core or ancillary subject text in a class. A biannual ritual on college campuses for decades was to stand in line in order to resell textbooks back to the bookstore, especially those books that came with a hefty price. Now it’s just as easy to unload them online. Textbooks are often one-time use books whose contents a professor requires all students to absorb for the purpose of passing exams or writing essays. As a scholar, I’m thrilled when I hear that a professor recommends or requires one of my books in a class. My shelves at home include treasured textbooks that brought enlightenment and understanding. These textbooks I keep take on a higher status in the life of the mind. I want to refer to a key subject again and again, so I keep it nearby for reference. In that case, textbook as an adjective refers to something that is a classic in a genre, commonly used in sports or entertainment. Michael Jordan or Kobe Bryant are considered textbook examples of supreme excellence in professional men’s basketball in entirely different eras. But what about textbook examples in our genre? In our field of strategic communications, we need to know about ancillary subjects that inform us over time.

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