ETEC531 Media Production 1

ETEC531 Media Production 1Technological Determination : 

ETEC531 Media Production 1Technological Determination Prepared by Glenn Allen

About Technological Determination : 

About Technological Determination Technological Determination refers to the belief that technology is the driving agent of social and cultural change. Murphie and Potts ( 2003 p.11)

Technological Determination : 

Technological Determination Those adhering to technological determination generally accept the fact that ……. You can’t stop progress….. it is our destiny. Creations of our hand determine our future. By creating technology we create our future. ( Ellul, 1964).

Determinism as a concept is not new : 

Determinism as a concept is not new Various forms of determinism exist …. Economic, Social, Biological, and technological. A deterministic theory, similar to a reductionist theory attempts to explain phenomena in general or casual terms ( cause/effect ).

Technological Determination Theorists : 

Technological Determination Theorists Social Scientist Thorstein Veblem used the term in the 1920’s. Others adhering to the theory include : White, Havelock, Eisenstien, and Levy. Notable Canadian theorists were Innis ( 1950’s) and McLuhan ( 1960’s).

Hard (core) Determinists : 

Hard (core) Determinists Believe that the past, present, and even future can be predicted because of the cause and effect nature of technology. A single phenomena (technology) can be used to explain social, economic and cultural changes. “Technology is said to determine history, and when introduced, follows an inevitable course… we organize ourselves to meet the needs of technology” ( Source: Wikipedia ) .

Examples of Technological Determinism : 

Examples of Technological Determinism Havelock, using the written word, and Eisenstein, using the printing press, explain how these innovations were significant cause and effect agents in their respective eras.

There is little doubt that technology has impacted culture and society : 

There is little doubt that technology has impacted culture and society Mechanization in the industrial age created significant social and cultural changes. Agricultural mechanization resulted in urbanization.

Soft and Neutral Determinism : 

Soft and Neutral Determinism Soft determinists tend to acknowledge that other factors affect and influence patterns of change, however, technology remains a major influence. Still within the realm of determinists are those who espouse technology as Neutral. Technology, in itself they claim, is neither good or bad, it is how it is used that is important. In other words… guns don’t kill people, people kill people.

Media Determination : 

Media Determination According to technological determinists, the media ( press, radio, TV, computer) is used to convey metaphors to conceptualize reality … Media is used to classify the world for us, sequence it, frame, it , enlarge it, etc… The “media is the message”. (Postman 1979)

Technological Determinism is somewhat dark. : 

Technological Determinism is somewhat dark. Determinists give little weight to human choice …. Some feel that technological advances are unstoppable, unavoidable, and irreversible. (Chandler, 2000).

How accepted is the theory? : 

How accepted is the theory? Technological determinism has been criticized as too fatalistic and fails to recognize the human capacity for choice. A new device merely opens a door … it does not compel one to enter ( White). Technology is an “enabler” ( Finnegan). The media itself cannot give rise to social consequences ….. it must be used ( Finnegan).

Critics cont.. : 

Critics cont.. Critics also feel that technological determinists tend to lump all technologies as a single phenomena. Not all technologies are equally determining. Single technologies can serve many different purposes ( Chandler 2000) .

Post structuralism : 

Post structuralism Widely accepted views of Post structuralism suggest that there are no real truths or single theories that explain our world. There are too many factors that influence world, too much change to predict the future, and no eternal values or truths.

Choices and Technology : 

Choices and Technology We are free use and choose the technology that we feel is appropriate in socially responsible ways. The internet provides us with many choices. Hyperlinks allow us to select our paths.

But what about others? : 

But what about others? …. the poor, disenfranchised and oppressed. Do they have choices over the technology imposed or available to them.

How significant are Power and Politics? : 

How significant are Power and Politics? Is technology in the hands of dictators/terrorists nothing we need to worry about?

Conclusions : 

Conclusions Whether it is technology that changes society or society that changes technology is like deciding which came first … the chicken or the egg. Perhaps more important questions are: Who controls technology? Who has access? How can it be used to improve social justice?