Another characteristic of the twentieth century is the dominance of the
mass media. Nation states conducting total war is now unthinkable without
the power of the mass media rousing nationalistic emotions. Newspapers,
radio, television and movies together all play a vital role.
Nazi Germany was highly successful in mobilizing the entire nation through
use of the media in a theatrical manner, e.g. Hitler riding a white horse
under a spotlight, accompanied by a great fanfare composed by Wagner and
resplendent with colorful banners and ribbons, all directed by the Minister
of Propaganda, Paul Joseph Goebbels. Hitler's speeches had electrified the
German people but without this theatrical craftsmanship and the media, he
may never have been as successful. Perhaps as much as German rocket
technology, this new instrument was adapted by the United States, where it
developed into the advertising industry generating mass excitement as
reflected in the rock concerts and other events we remember from 1960s where
even drugs had some amplifying role, and evolving into what is now a giant
multimedia sphere.
Twentieth century multimedia technology is basically analogue. By
analogizing letters, shapes, colors, voices, etc. we have been able to
process, edit, accumulate, record and transmit new products. These
technologies have grown independently. Television, radio and newspapers
have their respective facilities to mix and compile selected technologies
for maximum use and profit, all of which require an enormous investment of
money, manpower and facilities as well as governmental licenses. Consumers
have had no other choice but to select media products, televisions, radios,
CD players, fax machines and other hardware, which they must purchase one
after another to suit each medium, totally subjecting themselves to the
multimedia industry.
As time goes by, so does technology. It is now moving from electric to
electronic. Mass media is also moving, changing from analogue to digital.
This new technology allows fragmented analogue technologies to be
intragrated into single systems, such as the Internet. This is a new
revolution. The citadel of the mass media industry is exposed to a vast
enemy - consumers who may finally be able to get information back under
their control. They may even evolve from information consumers to
information masters.
The electronics revolution has not only altered the form of information,
but it can deprive information agencies and distributors of their vital
source of business. This, in turn, is bringing a new division of labor,
based on intelligence, into the world of manufacturing and agriculture, as
well as, no doubt, into the relationships between nation states.
There may be many more crucial keys by which we may further deepen our
comprehension of the essentials of the nature of the twentieth century.
The Insider will continue to examine the issues discussed and attempt to
channel our understanding into further visions of the twenty-first century.
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