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Review Essay: Megatrends: Unshocking the Future

Western Michigan University

Books promising to reveal thefuture, like Megatrends and Future Shock, have been especially popular recently because the rapid changes in technology and culture make the future uncertain. A shift from an industrial to an information-based economy and culture began in the 1950's and will probably be complete by the end of the century. This shift is of special importance to those concerned about communication and its business application. Just as the importance of communication is increasing, the ways in which it is conceived of and taught are changing. To be able to take advantage of the expanding options made possible by technology, we need to identify and understand the cultural trends currently shaping the future.

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