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ofideasreinforcedbyvariivers.Thechildheardthesame“thoushaltnots”
indinschool.Bothreihemessagessentoutbythefamilyae.susiy，andstrongpressuresfority，athebirthtonarrowstillfurthertherangeofacceptableimageryandbehavior.
[5]TheSeultipliedthenumberofelsfromwhidividualdrewhisorherpictureofreality.Theolongerreceivedimageryfromnatureorpeoplealofromneers，massmagazines，radioand，lateron，fromtelevisiopart，church，state，home，andstiospeakinunison，reinfonowthemassmediathemselvesbecameagiantloudspeaker.Andtheirpowerwasusedacrioribal，andlinguistiestostaheimagesflowingiy’smiainvisualimages，forexample，weresowidelymassdistributedaedinsomanymillionsofprivatememoriesthattheyweretransformed，iois.TheimageofLenin，jawthrustoutintriumphunderaswirlihusbecameasiillioheimageofJesusoheimageofCharlie3withderbyalerragiheimageofbodiesstackedlikecordsofwoodatBuwald4，ofChurchillmakingtheVsigwearingablaarilyblownbythewind，ofhundredsofmediastarsandthousandsofdifferent，universallyreizableercialproducts—thebarofIvorysoapiedStates，theMa5choJapaleofPerrier6inFrance—allbedardpartsofauniversalimage-file.
[6]Thistrallyproducedimagery，ihe“massmind”
bythemassmedia，helpedproducethestandardizationofbehaviorrequiredbytheIndustrialprodu.
[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.PilotsandaviationbuffstodayongliterallyscoresofperiodicalseditedjustfortheTeen-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.Burglarandfirealarmswillwhthesamesyste
[18]Cable，however，isnotthetheworks.Videogameshavebe”
iores.MillionsofAmerishavediscoveredapassietsthatvertaTVstoaPing-Pongtable，hok，ortenniscourt.Thisdevelopmerivialorirrelevanttoorthodoxpoliticalorsoalysts.Yetitrepresentsawaveofs，aprem，asitwere，forlifeironientoftomorrow.Notonlydovideogamesfurtherde-massifytheaudieintothenumberswhoarewatgtheprogramsbroadygivehroughsuglyidevicesmillionsofpeoplearelearningtoplaywiththetelevisioalkbacktoit，ahit.Intheprocesstheyaregfrompassivereessagesendersaswell.Theyaremanipulatiherthaimahe
[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.TodaytheremainsofBuwaldserveasamemorialaexhibitionandmuseu
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）
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