Abstract: The transformation of the communication understanding from a linear, through two-step flow and convergent, to network models is led by the change of the complex structuring of the societies par excellence. This process happens simultaneously with the development of the consumerism and the establishing and updating of the mass consumer skills. The toolkit of the persuasive communication is used by the communication agents to build a design to launch of technology innovations. The focus is on the image and the attitudes, those create an intention for purchase, respectively a new consumer experience and appraise of the skills and the knowledge.

Key words: consumerism, strategic communication, persuasive communication, communication networks, network economy, consumption skills.

Rhetoric and Communications E-journal, Issue 25, November 2016, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464

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