Persuasion is an ultimate goal of communication, especially when we have
mass communication in mind. Persuasion takes on various forms, including
propaganda, publicity, and advertisement. We often think of the whole
process of communication as useless, if we are unable to persuade. In
contrast, when our audience accepts an idea, thought, or opinion, we think
s/he will effectively propagate it. For these reasons, in the process of
persuasion, we often tap into a great number of resources. This paper
focuses on the concept of persuasion as well as its main conditions and its
context. Within the framework of media pluralism, the paper also discusses
the issues of scarcity of attention and economy of attention.