Ruled by Tech: Technology and Influence

“The medium is the message. This is merely to say that the personal and social consequences of any medium — that is, of any extension of ourselves — result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology.” (Marshall McLuhan)

Mass communication theory has been one of the toughest classes I’ve ever had to take in grad school. Why? Because understanding philosophy and logic is something that is extremely hard to wrap my brain around. It’s not that it doesn’t make sense, it’s almost as if my brain can’t understand the hypothetical. But this week when we discussed the theories of technology ruling our lives and understanding the influence those little computers we have in our back pockets everyday have on us, I started to realize that maybe this hypothetical/hypotheses did in fact make sense. That theory was the Technological Determinism theory, made famous by Canadian Sociologist Marshall McLuhan.

So if I can understand it, you can too.

Let’s break it down.

What is Technological Determinism?

In textbook terms, the Technological Determinism theory is defined as a “reductionist theory that aims to provide a causative link between technology and a society’s nature. It tries to explain as to whom or what could have a controlling power in human affairs. The theory questions the degree to which human thought or action is influenced by technological factors.”

Essentially what this means is that there is a link between technology and how we function as a society. As technology has developed from computers the size of houses to ones we hold in the palm of our hand, technological determinism believes that technology changes us as a society/culture on its own, without human interference.

Obviously humans have to create/design the technology, but you get the point.

So what are the benefits and weaknesses of this theory?

Positives

1. Withstanding the test of time. This theory was made famous by Marshall McLuhan in 1964 when he suggested that “technologies of mass media make sure culture transmission in a social fabric which ultimately changes man’s social behavior.” This has withstood the test of time as technology has progressed and further, making this a great positive to point out. Technology will ALWAYS be with us and is now intertwined in our everyday lives. Although McLuhan’s original theory relied on things like radio and print, this theory is still applicable today in the age of social media.
2. Many different ways to apply it. Like I mentioned before, technology continues to advance and most importantly change, but continues to influence our lives. With so many technology mediums, there’s a million different ways to apply this theory. When McLuhan was initially doing his hypothesis he also applied this to money and numbers. He brings up that everyone enjoys the presence of fellow audience members during a movie. Think like when you saw a marvel premiere for the first time in theaters. The group applause, laughter, and gasps probably entirely influenced your viewing experience. The more people, or higher the number, the bigger audience reaction. McLuhan compares it to that.

3. The theory is adaptable. McLuhan’s theory is also great because it is adaptable to a changing world/society. It can be adaptable to also explain how complex it is.

Negatives

1. Overlooks the power of free will. Any technology can have an impact on human society only in relation to the human will to use it, and the human will to submit to its influence. Think about this in the essence of unplugging and getting away from your phone. We as humans can decide to back off and do a “digital detox,” in a way where we completely avoid our phones and have the willpower to avoid technology as a whole if we wanted to.
2. Contradicts the theory of social construction of technology. This popular theory theorizes that technology does not determine human action, but that rather, human action shapes technology. The theory in itself was a response to McLuhan’s theory of technological determinism.
3. Technology itself is socially determined. Many critics of McLuhan’s theory believe that technology and social structures co-evolve in a non-deterministic, emergent process, or that the effects of any given technology depend mainly on how it is implemented which is in turn socially determined.

So what do you think of this theory?

I think for me, McLuhan has a point but to an extent. I think technology and its advancement really do effect us in impactful/meaningful ways. I mean I literally am a social media manager AND am getting my degree in social media branding. Technology runs my life and my job! It’s a part of who I am and it would be wrong for me to not say that.

I want to send you off with a Ted Talk from Ramesh Srinivasan at TEDxUCLA titled “How Culture and Technology Create One Another,” which talks about medias influence on everything from political warfare to poverty prevention.

What do you think?