Beyond Representation: Augmented Reality as a Narrative Medium in the Third Wave Media Landscape
Mots-clés :
Third Wave, Immersive Media, Augmented Reality, Interactive StorytellingRésumé
This article offers a theoretical and analytical examination of the relationship between Alvin Toffler’s Third Wave framework and the structural transformations in the media industry amid the rise of immersive media. Particular attention is given to augmented reality as an emerging narrative medium that is reshaping media production processes, narrative forms, and audience engagement. The study is grounded in the hypothesis that immersive media does not merely represent a technological enhancement of modes of presentation, but rather embodies a profound manifestation of Third Wave logic, characterized by fragmentation, decentralization, de-massification, personalization, and interactivity. The article aims to construct an integrated theoretical framework linking the concepts of the Third Wave, immersive media, and interactive storytelling. It also provides a critical analysis of the role of augmented reality in redefining news and media narratives, transforming audiences from passive consumers into active participants, and transcending traditional boundaries between physical reality and digital representation.
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