Demassification of Media and Society: Re-Envisioning Toffler
Well known journalist and author, Thomas Friedman may have popularised the phrase “flat world” in his award winning book “The World is Flat” to advocate the idea of globalisation but two decades earlier, Alvin Toffler had already conceptualised and prophesied the revolutionary changes in the 21st century – a global society that is being shaped and fuelled by communication technology. It should be obvious that Toffler is not the only futurist around. There are dozens of other scholars and authors who have produced similar kind of works. But none has captured the public’s imagination as powerful as Toffler’s. It has been 33 years since the publication of Alvin Toffler’s most celebrated futurist book, “The Third Wave” (first published in 1980), widely considered as the most important publication in Toffler’s trilogy, which included “Future Shock” (1970) and “Power Shift” (1990). It is timely that we re-look and re-evaluate some of its major themes, especially in the context of new media