Source:https://www.amazon.com/Hit-Makers-How-Succeed-Distraction-ebook/dp/B01HNJIJ58
By: Lily O’Gorden Derek Thompson’s 2017 novel Hit Makers: How to Succeed in an Age of Distraction shares many valuable lessons about popular culture and the psychology behind why people like what they like. In this book, Thompson explains that popularity stems from a balance between familiarity and surprise; people are curious to learn new things, but they are also afraid of anything that is “too new.” The concepts in this book directly relate to public relations because public relations practitioners need to understand this theory in order to effectively communicate with audiences. When working for an organization and trying to portray this organization in a positive light, it is imperative that practitioners know how to discuss new products and services in a way that balances novelty and familiarity. Thompson’s novel offers countless examples to prove his thesis that popular culture has no formula, but that throughout history, media products have become popular if they are able to provide people with an “aha” moment. People do not realize that almost every song, movie, and television show in our society today has a connection to a well-known story or some other foundation. For example, Thompson gives the example of Star Wars and how people thought Star Wars was a revolutionary concept when George Lucas shared his idea. However, after looking deeper into the symbolism and themes in Star Wars, Thompson notes that most of the characters go through a journey we are familiar with. He compares Star Wars to several bible stories and notes that Han Solo, Luke, and Leia all go through hero journey’s comparable to Jesus. We like stories we are familiar with, and that could be the reason behind the success of this franchise. Thompson’s book is relevant and important in today’s hectic society. People often ask, “How can I memorize all the words to this song, but not remember information for my exam?” We remember the words to songs because most songs follow a pattern we’ve heard thousands of times in our lives. I recommend this book to anyone interested in popular culture today. This book has examples that everyone can relate to and find a connection to, making it an entertaining read for anyone. Thompson’s writing is engaging and makes you think differently about the media that surrounds us everyday. Other recommendations for PRSSA members:
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