TECHNOLOGICAL DETERMINISM THEORY Explanation of Theory: Technological Determinism state that media technology shapes how we as individuals in a society

think, feel, act, and how are society operates as we move from one technological age to another (Tribal- Literate- PrintElectronic). that presumes that a society's technology drives the development of its social structure and cultural values. The term is believed to have been coined by Thorstein Veblen (18571929), an American sociologist. Theorists: Marshall Mcluhan Date: 1962 Most interpretations of technological determinism share two general ideas: that the development of technology itself follows a predictable, traceable path largely beyond cultural or political influence, and

that technology in turn has "effects" on societies that are inherent, rather than socially conditioned or produced because that society organizes itself to support and further develop a technology once it has been introduced. Hard and soft determinism

Hard determinists would view technology as developing independent from social concerns. They would say that technology creates a set of powerful forces acting to regulate our social activity and its meaning. According to this view of determinism we organize ourselves to meet the needs of technology and the outcome of this organization is beyond our control or we do not have the freedom to make a choice regarding the outcome. Soft Determinism, as the name suggests, is a more passive view of the way technology interacts with socio-political situations. Soft determinists still subscribe to the fact that technology is the guiding force in our evolution, but would maintain that we have a chance to make decisions regarding

the outcomes of a situation. This is not to say that free will exists but it is the possibility for us to roll the dice and see what the outcome is. A slightly different variant of soft determinism is the 1922 technology-driven theory of social change proposed byWilliam Fielding Ogburn, in which society must adjust to the consequences of major inventions, but often does so only after a period of cultural lag. Technology as neutral Individuals who consider technology as neutral see technology as neither good nor bad and what matters are the ways in which we use technology. An example of a neutral viewpoint is, "guns are neutral and its up to how we use them whether it would be 'good or bad'" Individual Interpretations: We learn and feel and think the way we do because of the messages we receive through the current technology that is available. The

radio required us to only listen and develop our sense of hearing. On the other hand, television engages both our hearing and visual senses. We then transfer those developed senses into our everyday lives and we want to use them again. The medium is then our message. Metatheoretical Assumptions: Ontological Assumptions: Humans do not have much free will at all. Whatever society as a whole is using to communicate, they too will use to communicate. Therefore they will adapt to the medium they are using so that they can send and receive messages like everyone else. Epistemological Assumptions: We know that there is one truth by observing what has happened over time. As the medium changes so does society's way of communicating. People can only use the medium for which it was created (phone for talking over lines or electronic mail for talking

via computer). If the medium is impersonal (television) then the message too is impersonal. Axiological Assumptions: This theory is objective in that everyone will act and feel the same no matter what the medium they are using provided that they are using the same medium. Values are not involved because evidence is seen strictly through observation. Critique: Scientific Theory Explanatory Power: It explains when new systems of technology are developed, the culture or society is immediately changed to reflect the senses needed to use the new technology. Predictive Power: It predicts that with every new system of media technology, society will change and adapt to that technology. Parsimony: There is a simple cause and effect analysis between the introduction of new technology and the changes in society's way of thinking, feeling, acting, or believing.

Falsifiability: The theory could be proved false if a new technology is invented and nothing changes. Internal Consistency: There is a logical flow of proof evidenced over time. Heuristic Provocativeness: Would this theory only work in the USA or would it vary culture to culture within or outside the United States? Does it vary in the electronic age between those who can afford the new technology and those who can not? Organizing Power: We know that we have developed and we know that we have changed. This theory provides a way to see why this has happened. Example: With everyone electronically mailing each other today, there is no longer a need to write a joke down to remember it. You can just forward it to a friend. We also do not communicate with distant friends as over the telephone anymore.

We have started to only communicate through the impersonal use of the e-mail system.