Communication Tomorrow: New Audiences, New Technologies, New Media

Communication Tomorrow: New Audiences, New Technologies, New Media

Communication Tomorrow: New Audiences, New Technologies, New Media

Communication Tomorrow: New Audiences, New Technologies, New Media


This multidisciplinary volume provides a comprehensive look at the future of new medias into the 21st century. Brody presents key insights into how the changes in the communications disciplines will impact upon advertising, broadcasting, public relations, marketing, and sales promotion. After examining the trends and changes in established media, the book looks at the information industry and new technologies, the new print media, the electronic media, and media in organizations. Next, Brody explores the newest of the new media, the future, from the standpoint of media users (merchandisers, employers, politicians) and information consumers.


The twenty-first century will arrive slightly more than ten years hence at just after midnight on January 1, 2000. By that date, it now appears, the Age of Information also will have arrived in the United States and throughout the postindustrial world. The socalled wired grid will be in place. Not only will computers be talking to computers, but humans will be communicating with computers and one another through an interconnected network of telephone, electronic mail and cable television systems. Information flowing through that network, moreover, will be readily entered in spoken and written as well as keyed form, and the system will be able to respond to inquiries in any of those formats.

How accurate is this forecast? Making predictions is dangerous, as others have said, "especially when one starts dealing with the future." To describe this book, or the statement above, as predictions or projections, nevertheless would be gross overstatement. All of the technology necessary to create the grid is in place. The last few connections are in the process of being made as this is written. All of the facts already have been published or broadcast, although not at one time or in one place.

This book, in a sense, is a demonstration of the power of the Age of Information. The bulk of the raw information in the following pages was assembled in a computer using an information management program called Agenda. Produced by Lotus, the program enables authors to manipulate electronic files in much the same manner that Lotus 1-2-3 manipulates numbers.

Much of the content of the following pages, in addition, is a synthesis of information so new that little of it has earlier appeared . . .

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