Text A Demassifying the Media A Warehouse of Images（第2页）

[7]TodaytheThirdWaveisdrasticallyalteringallthis。Asgeacceleratesiforcesaparallelacwithinus。Newinformationreadweareforcedtorevisee-fileuouslyatafasterae。esbasedoymustbereplaced，for，uhem，ouraedivorrealityandwebeeprogressivelylesspeteimpossibletocope。

[8]Thisspeedupofimageprosideusmeansthatimagesgrowmoreaemporary;os，Polaroidsnapshots，Xeroxddisposablegraphicspopupandvanish。Ideas，beliefs，andattitudesskyrotoess，areged，defied，andsuddeonowhere-ifidpsychologicaltheoriesareoverthroersededdaily。Ideologiescrack。Celebritiespirouette7fleetinglyacrossourawareradictorypolitidmansassailus。Itisdiffiakesehisswirlingphantasmagoria8，toualyhowtheimage-manufagprocessisg。FortheThirdWavedoesmorethansimplyacationflows;ittransformsthedeepstruationonwhichourdailyasdepend。

[9]AstheThirdWavethuhemassmedia，farfromexpandingtheirinfluence，aresuddenlybeioshareit。TheyarebeienbaanyfrontsatoIcallthe“de-massifiedmedia”。

[10]Nerovidethefirstexample。TheoldestoftheSedWave’smassmedia，neersarelosingtheirreaders。By1973U。S。neershadreabieillioncopiesdaily。Since1973，however，insteadofaddingcir，theyhavebegu。By1978thetotalhaddeillionandworsewasihepererisereverydayalsofell，from69per1972to62per1977，ahenation’smostimportahehardesthit。WhilenumeroussmallerpaperscroppedupinmanypartsoftheajorU。S。dailieslikethedfordTimes，theDetroitTimes，ChicagoTIslandPressallfellbythewayside。Asimilarpatteraiween1965and1975，thenatiofully8pertoftheircir。

[11]Norweresuchlossesduemerelytotheriseoftelevisiooday’smass-cirdailiesnowfagaburgeoningfloinicirweeklies，biweeklies，andso-called“shoppers9”thatserveanmassmarketbutspeeighborhoodsanduhinit，providingfarmorelocalizedadvertisingandnews。Haviioymass-cirdailyisirouble。De-massifiedmediaaresnappingatitsheels。

[12]Massmagazinesofferaseple。Fromthemid-1950son，hardlyayearhaspassedwithoutthedeathiedStatesaziheSaturdayEvenitoitsgrave，latertoresurreallcirghostofitsformerself。Between1970and1977，despitea14millionriseinU。S。population，thebiecirainiy-fivemagazinesdroppedby4million。Simultaheuesexperiencedapopulationexplosionofmini-magazihousandsofbrandnewmagazismall，speterest，regional，orevenlocalmarkets。Pilotsandaviationbuffstodayongliterallyscoresofperiodicalseditedjustforthem。Teen-agers，scubadivers，retiredpeople，womees，collectorsofantiquecameras，tennisnuts，skiers，andskateboarderseachhavetheirownpress。

[13]With，cheapshpresses，everyanization，unitygriousculttodayaffordtoprintitsownpubli。EvensmallergroupsperioditheaesthathavebeeubiquitousinAmerioffices。Themassmagaziitsoncepowerfuliiohede-massifiedmagaziheminimagazine—israpidlytakingitsplace。

[14]ButtheimpactoftheThirdWaveinunisisnotedtothepriween1900and1910thenumberofradiostatioedStatesclimbedfrom2，336，to5，359。Inaperiodwhenpopulationroseo，radiostationsincreasedby129pert。Thismeansthatinsteadofoionforevery65，000Ameris，thereisnowoneforevery38，000，aheaveragelistenerhasmramstoassaudieupamoioys，hasalsosharplyihdifferentstatioospecializedaudieeadoftothehithertouedmassaudielessly，newerformsofaudiounichipawayatwhatremainsofthemassaudience。

[15]Notuntil1977，however，didtheSeediasuffertheirmandsignifitdefeat。Fehemostpowerfula“massifying”ofthemediahas，ofcourse，beentelevision。Iuretubebegantofliagazine，“Allfall，broaddadexeervouslypeekedatthefigures。。。theyotbelievewhattheywereseeing。。。Forthefirsttimeinhistory，televisionviewingdeobody，”mumbledoonishedadman，“everassumedthatviewershipwouldgodown。”

[16]Eveionsabouheshowsareevenmoremiserablethahatthereistoomuchofthisandnotenoughofthat。。。Butthedeepertruthisoethatthedayoftheall-powerfultralizedhatageproduiswahirdWaveuniediaaresubvertingthedomiheSeedialordsonabroadfront。

[17]CabletelevisiontodayalreadyreaillionAmeriesaospreadwithhurriefortheearly1980s。Thingswillmoveeveheshiftismadefromcopperwirestocheapfiberopticsystemsthatsendlightpulsingthroughhair-thinfibers。A-runprintingpressesorXeroxcopiers，cabledemassifiestheaudiengitintomultiplemini-publics。Moreover，cablesystemsbedesigwo-wayunisothatsubscribersmaysbutactivelycallvariousserviJapan，bytheearly1980seowolight-waveabliodialrequestsnotramsbutforstillphotographs，data，theaterreservations，ordisplaysofneerandmagazierial。Burglarandfirealarmswillwhthesamesystem。

[18]Cable，however，isnotthetheworks。Videogameshavebe”iores。MillionsofAmerishavediscoveredapassietsthatvertaTVstoaPing-Pongtable，hok，ortenniscourt。Thisdevelopmerivialorirrelevanttoorthodoxpoliticalorsoalysts。Yetitrepresentsawaveofs，aprem，asitwere，forlifeironientoftomorrow。Notonlydovideogamesfurtherde-massifytheaudieintothenumberswhoarewatgtheprogramsbroadygivehroughsuglyidevicesmillionsofpeoplearelearningtoplaywiththetelevisioalkbacktoit，ahit。Intheprocesstheyaregfrompassivereessagesendersaswell。Theyaremanipulatiherthaimahem。

[19]Videocassetteplayersandrecordersarespreadingrapidlyaswell。ThesenotonlyallowvieeMonday’sfootballmatchforreplayon，say，Saturday（thusdemolishingthesynization10ofimagerythattheworkspromote），butlaythebasisforthesaleoffilmsandsportseventsontape。Videoredplayersalsomakepossiblethesaleofhighlyspecializedcartridgesg，forexample，medistruaterialforhospitalstaff，ortapesthatshowershowtoassembleknofurnitureorrewireatoaster。Morefually，videoreakeitpossibleforaobee，inaddition，aproducerofhisery。Oheaudienceisde-massified。

[20]Allthesediffereshaveohinginohemasstelevisionpublients，andeaotonlyincreasesourculturaldiversity;itcutsdeeplyintothepowerofthehathaveuntilnowsopletelydominatedery。JohnO’or，theperceptivecritiewYorkTimes，sumsitupsimply。“Ohiaies。“ercialtelevisionwillnoloodictateeitherwhatiswatchedorwhenitiswatched。”

[21]Themass-mediaareuaew，de-massifiedmediaarepr，g—aimesevenreplag—themassmediathatweresodominantinallSedWavesocieties。TheThirdWavethusbeginsatrulyheageofthedemassifiedmedia。Anewinfo-sphereisemergingaloeo-sphere。Andthiswillhaveafar-reagimpaostimportantsphereofall，theoneinsideourskulls。Fortakehesegesrevolutiesoftheworldandourabilitytomakesomese。

Notes

1。inourmidst:betweenandamongus在我们中间

&Gerjuoy:Ameripsychologistspegiudyabilitiesandhumanresources。

3。Charlie:SirCharlie（April1889-December1977）wasanEnglishidfilmmakerwhoportrayedadowlemaninbaggypantsaheTramp。ThespersoramphasbeenCharlie’smostmemorablecharadaworldwideiema。issideredoimpuresofthefilmindustry。

4。Buwald:TheBuwaldtrationcampwasaGermanioablishednearWeimar，GermanyinJuly1937。Itwasoatrationansoil，whereprisonersfromalloverEuropeaUnion—Jews，Polesandotherslaves—workedasforcedlaborinlocalarmamentsfactories。TodaytheremainsofBuwaldserveasamemorialaexhibitionandmuseum。

5。Ma:AJapanesebrandofdothereries森永，日本糖果品牌

6。Perrier:AFrendofbottledmiermadefromanaturallyatedspring

7。pirouette:arapidspinofthebody（espethetoesasi）（芭蕾）皮鲁埃特旋转（竖趾旋转）

8。phantasmagoria:atlygmedleyinedimages

9。shopper:loeersgmostlymerdizecataloguesas服务当地消费者的采购周刊之类的报纸，内容以商品介绍和广告为主

10。synization:aethingtooccurorrecuratthesametimeorinunison同时性，同步AlvinTofflerbelievessynizationisonebasicipleoftheSedWaveindustrialcivilization。

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