Course-Organizing Paradigm:

The Waves & Spheres of Civilization

From the outset, are going to organize our exploration of  “current marketing issues ” around a paradigm proffered by Alvin Toffler: Wherein society can be envisioned as a set of interlocking spheres of activity (wherein change in one sphere impacts and occasions change in other spheres) and  a discernible-predominant  pattern of  operating processes & principles   within & across  these spheres of activity can define the essential character of  any given civilization (ie. agricultural, industrial  or technological)

The logic of framing our seminar around Toffler’s paradigm is derived from the fact that marketing is part of business and business is part of society. Changes in society impact business which in turn impact marketing. Ergo, the wellspring of marketing issues will be found in societal change.

Spheres of Civilization--Alvin Toffler described his view of how society works as  a system of interlocking parts in Previews and Premises, an extended interview (South End Press ,Boston:'84). He described this view as his starting point for The Third Wave. In this view, all societies have the following parts, which he called "spheres", all more or less coequal:

• Techno-sphere: Produces & allocates wealth--This is the sphere in which goods and services are produced and distributed for use. It consists of
  • Energy sphere, the energy system that powers the techno-sphere. For example, this could be human power, animal power, or fossil fuels. It also contains, for example, any buildings and machines used in energy production and consumption.
  • The production system, that produces the goods and services (other than energy).
  • The distribution system, that distributes the goods and services to where they are used.
    NOTE that, before the rise of the market, there was very little distribution, since most production was for direct use.
• Socio-sphere: Defines & allocates roles & relationships--This is all of the organizations and groups in the society....
• Info-sphere: This is where all communications take place, whether oral, written, electronic, or other.... the infosphere intertwines with the sociosphere & technosphere helping to integrate economic production with private behavior...And the infosphere allocates all the information necessary to make the system work.
• Bio-sphere: This is the biological surroundings within which the society operates.
• Power-sphere: This is the location of political power and authority, both official (government) and unofficial.
• Psycho-sphere: This is where personal views, intimacy and relationships exist.

Toffler felt that these six spheres encompass most of what constitutes any society, but he wasn't concerned if a few aspects were not included. The point is, the spheres constitute a model, or way of thinking, about what the major parts of a society are, what the differences are between different societies, and how the parts of a society interact. For example, if technology is not an independent social force, what are the other parts of society that it interacts with? This model is a starting point -- a list of parts -- for answering that question.

Toffler emphasized that there is nothing magic about this model. In reality, society works by myriad small processes working every which way, and the spheres are just envelopes drawn around groups of interactions. For example, a society's culture cuts across many, if not all, of the spheres. To quote,

"For example, every civilization also develops its own ‘super-ideology’ to justify itself, to explain its place in history and the universe, and to vindicate or rationalize its operations. And that is the cultural overlay that covers the whole and helps shape its structure. That ideology is reflected in all the spheres, from family life to technology."

• Additional observations on Toffler's predictions & quotes...

Waves of Civilization-- Toffler maintained that "once we understand how these parts, processes and principles are interrelated, and how they transform one another, touching off powerful currents  of change, we gain a much better understanding of the giant wave of change battering our lives today.... Once I began thinking in terms of waves of change, colliding and overlapping, causing conflict and tension around us it changed my perception of change itself. In every field, from education and health to technology, from personal life to politics, it became possible to distinguish from innovations that are merely cosmetic or just extensions of the industrial pat, from those that are truly revolutionary." (The Third Wave, 1980, p.5 & 6)

• Excerpt from book's intro

• Amazon-  Online Reader

    "First, when I speak of a "wave" of historic change sweeping across society, I am not speaking of a single change-- in technology, for example. I am speaking of a whole chain of associated changes that reinforce one another and accelerate one another and move the whole system in a definable direction." (Preview & Premises- Intro, 1983, p.203; )

 Readings & Viewings:

The 1st Three Waves of Civilization

The Symbiotic Age

        Shift Happens

  The Penultimate Wave:The Singularity

The Singularity is Near by Ray Kurzweil: Book Excerpts / Q & A

Surviving the Singularity

 

Syllabus	Curre	nt	Issues	in	Mark	eting	Seminar
Readings Assignments	Intro	NewE	Tech	Info	Socio	Psycho	Bio/Pwr	Future