My favorite pages in Alvin Toffler’s book, Power Shift are in Chapters 22 Info Tactics, Chapter 23 Meta Tactics and Chapter 27 Subversive Media. Not because I am in media but because like everyone else, I am affected by media and most likely a product of media in all its forms. And with the advent of the internet, the media wars have just escalated to a higher level.
I am intrigued by the US presidential campaign not only because the campaign itself and subsequent election results will indirectly affect each one of us globally by the deliberate choice of information broadcasts in the news, campaign ads and wherever media can play a role. Couple this with the never ending debate on the 911 conspiracy theories and the reasons behind the expensive Iraq-Afghanistan war, it becomes clear that the real power lies in the hands of those that have a handle on information management.
Power Shift contends three sources of power; Violence, Money and Knowledge (Chapter 2). In summary, you can exert influence by scaring the hell out of people, pay them to do what you want them to do and finally know what it takes to get someone to do something. The third, aligned with either of the first two can be a very potent source of power. But the ultimate power is knowledge of knowledge.
I have friends whose home library shelves bending under the weight of an impressive collection of books would eat the heart out of every knowledge glutton. My guess was a lifetime would not be enough to read all those books. So I asked them how long it took to put up such a collection and if they had read them all. Apparently, most of the books were either given as presents, bought at a whim at the local bookstore and from travels or simply left behind by house guests. No, most of them had not been read. In the still air of their quiet living rooms adorned with artifacts and photographs, my first impression was totally disproportionate to what was actually in their heads.
My dedicated teachers in English Literature always reminded the class to “read between the lines” and that there was more behind the spoken or written word than the word itself. In the bible we come across the line “In the beginning was the word and the word was made flesh”. And without necessarily being in total agreement with everything he says in his book “The Four Agreements”, Miguel Ruiz chose “Be impeccable with your word” as the first agreement.
I came across and took keen interest in body language thirty years ago and I have noticed lately that broadcasters and commentators of the US campaign have begun to superimpose the weight of body language with the words being spoken to know who’s telling what. This is a telltale sign that words are no longer taken at face value but that the intent behind the word bears more weight than the word itself.
The adage “actions speak louder than words” is an eternal truth we have known all along and yet we lapse and continue to get swayed by flattering words and brain washing information unleashed by power brokers.
Upon being interrogated, today’s most powerful religious icon Jesus Christ who has claimed to be the truth and the light declared “Everyone on the side of truth listens to me…” to which a powerful Pilate retorted “what is truth?” Good question. Incidentally, there is no record on Christ’s answer.
It is not so much what we know but in knowing what to do with what we know that will make the difference.



