The contribution of Alvin Toffler to the theoretical and conceptual imaginary of communication La contribución de Alvin Toffler al imaginario teórico y conceptual de la comunicación
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© 2018, University of La Laguna. All rights reserved.We start by affirming the complexity of communication and refer some of the main contributions to communication that have come from other fields of knowledge. We next point out that Alvin Toffler, a prominent American futurist who died on June 27, 2016, is one of the intellectuals who made valuable contributions to the communication sciences. At the end of the decade of 1970, for example, he anticipated the phenomenon of the prosumtion and gave name to the figure of the prosumers. Not a few academics and researchers in communication - and of the social sciences, in general - have recognized the effective relevance of the prosumers in the development of digital communications. In the work and thinking of Alvin Toffler, we identified some concerns in common with Marshall McLuhan (1911-1980) and the Media Ecology developed by Neil Postman. In this text, we will focus our attention on three of Alvin Toffler¿s main books, in which he discusses topics related to the development of communication: The `future shock¿ (1970), The Third Wave (1980), Revolutionary Wealth (2006), in which Heidi, his wife, participated as coauthor.