T E C H N OLO G I C A L D E T E R M I N I S M

T E L E V I S I ON WA S I N V E N T E D A S T H E R E S U LT O F S C I E N T I F I C A N D T E C H N I C A L R E S E A RC H. I T S P OW E R A S A M E D I U M N E W S AN D E N T E RTA I N M E N T WA S T H E N S O G R E AT T H AT I T A LT E R E D A LL P R E C E D I N G M E D I A O F N E W S AN D E N T E RTA I N M E N T .

(Williams, 1991 [1975]: 11-12)

T E L E V I S I ON WA S I N V E N T E D A S T H E R E S U LT O F S C I E N T I F I C A N D T E C H N I C A L R E S E A RC H. I T S P OW E R A S A M E D I U M OF S O C I A L C O M M U N I C AT I O N WA S T H E N S O G R E AT T H AT I T A LT E R E D M A N Y OF OU R I N S T I T U T I O NS AN D F O R M S O F S O C I A L R E L AT I ON S H I P S .

(Williams, 1991 [1975]: 11-12)

T E L E V I S I ON WA S I N V E N T E D A S T H E R E S U LT O F S C I E N T I F I C A N D T E C H N I C A L R E S E A RC H. I T S I NH E R E N T P R OP E RT I E S A S A N E L E C T R O N I C M E D I U M A LTE R E D O U R B A S I C P E RC E P T I O NS OF R E A L I T Y , A ND T H E N C E OU R R E L AT I ON S W I T H E AC H O T H E R AN D W I TH T H E W O R L D .

(Williams, 1991 [1975]: 11-12)

TE L E V I S I O N WAS I N V E N T E D A S TH E R E S ULT O F S C I E N T I F I C AN D TE C HN I C AL R E S E A RC H. AS A P O W E R F UL M E D I UM O F C O M M UN I C AT I O N AN D E N T E RTA I N M E N T I T T OO K I TS P L AC E W I TH OT HE R FAC TO R S - S UC H A S G R E AT LY I N C R E A S E D P HY S I C AL M O B IL I TY , I TS E L F TH E R E S ULT O F O T HE R N E W LY I N V E N T E D TE C HN O LO G I E S - I N ALTE R I N G THE S C A L E AN D F O RM O F O U R S O C I E T I E S .

(Williams, 1991 [1975]: 11-12)

– P L AT O

“writing is the debasement of memory, the degradation of thought.”

“our writing instruments contribute to

our thoughts”

–N I E T SZ C HE

T E C H NOLO GY W I LL G ENE RAT E S OC I A L C H A NG E B A S E D ON T H E

I M PL I C I T VA LU E S , V I RT U E S , O R

V I C E S P OS S E S S ED BY T H AT

T E C H NOLO GY

T E C HN O LO G I C AL D E T E RM I N I S M

Miller, 2011: 3

The medium IS the message

All technology is an extension of ourselves that allows us to

reach further through time and space

Technologies mirror the human body

All technologies are “hot” or “cold”

One cannot fully understand a technology until it is seen through the lens of a new

technology

“Whether the light is being used for brain surgery or night baseball is a matter of

indifference. It could be argued that these activities are in some way the ‘content’ of the electric light, since they could not exist without the electric light. This fact merely

underlines the point that ‘the medium is the message” because it is the medium that

shapes and controls the scale and forms of human association and action. The content

or uses of such media are as diverse as they are ineffectual in shaping the form of human association. Indeed, it is only too typical that the ‘content’ of any medium blinds us to the character of the medium (McLuhan, 1995, p.

152).”

“Whether the light is being used for brain surgery or night baseball is a matter of

indifference. It could be argued that these activities are in some way the ‘content’ of the electric light, since they could not exist without the electric light. This fact merely

underlines the point that ‘the medium is the message” because it is the medium that

shapes and controls the scale and forms of human association and action. The content

or uses of such media are as diverse as they are ineffectual in shaping the form of human association. Indeed, it is only too typical that the ‘content’ of any medium blinds us to the character of the medium (McLuhan, 1995, p.

152).”

T E C H N O LO G IC A L

D E T E R M IN IS M

D E T E R M IN IS M

T E C H N O LO G IC A L

D E T E R M IN IS M

Intention

Fulfill a need or solve a problem

Bring about a certain condition in

the future

Create a profit or personal gain

Unintended uses of technology

W E B 2 .0 . . . T H E M AC H I N E I S U S / I N G US

– M AR SHA L L M C LUH AN

“I don't necessarily agree with everything I say.”