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Alvin and Heide Toffler are a model, intellectual couple in America. As producers of sometimes intentionally controversial statements about our culture in the near future, they have since the sixties had the status of a modern oracle at Delphi. Their book ‘The Third Wave’, at one time banned in various countries, sold in editions of millions to explain to the ordinary citizen the direction in which changes in our culture are going. The idea of a third wave is based on the migration of the type of society: from a society of hunters and gatherers to an agrarian society, from agrarian to industrial society and finally from industrial to information society. Cowie uses an address from a politician which cites this principle and refers to the Tofflers. As a video rap, the text samples and image samples of interactive systems are given a rhythmical groove which mocks the rhetoric of the sixties which propagates the digital information super highway in America. The catch lines: "Crave the wave!" and also "I’m a genuine revolutionary!" to the surf music of the sixties sound like pathetic and feeble advertisement messages for a product no-one wants.
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Willem van Weelden
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Graphics Betty Wilda
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