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- Published 20100302
- ISBN: 9781921520860
- Extent: 264 pp
- Paperback (234 x 153mm)
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Me, we and them
The roots of the digital change movement lie in ideas about audience persuasion that date back to Aristotle: that a combination of pathos, ethos and logos – the mixture of a credible hero, an emotive, empathetic story and a logical argument – is what’s needed to convince an audience to take action.
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