Are technologies neutral in themselves, that is, does the way in which they are used determine their cultural impact? Or do technologies have intrinsic properties that shape the cultures into which they are introduced?

This weeks reading on Theoretical Frameworks was essentially about the interaction between culture and technology. Thorsten Veblen in the 1920’s coined the term technological determinsm which refers to the belief that technology is the agent for social change. Technological determinsim refers to progress.During the industrial era, speed of production, and how much was produced were benchmarks of progress. This progress related to the capabilities of the technology and so, technology determined progress.

Successful technological innovation is thought to generate a new type of society i.e. the age of electricity, the age of information etc. Technology has the capability to influence society in many different ways. An example is the technology of writing, and how it has developed from the printing press to the social media thus having the capability to influence religion, the economy, science etc. Thus technology creates new posibilities for human thought, activity and expression and thus has an immence cultural effect.

McLuhan’s most famous idea is the one of ‘the global village’ which relates to the age of the World Wide Web. McLuhan argues that the cultural significance of media lies in the way in which it changes our perception of the world i.e the way it effects us and our actions as humans. This ‘global village’ commenced in the 1960’s as sattelite broadcasting fascilitated the flow of information.

I think its really interesting how McLuhan believes the lack of harmony in Western societies in the 1960’s was due to a culture lag i.e. older generations holding on to tradition print technology, whilst the younger generations were more spontaneous with new electronic media. Joshua Meyrowitz examines the impact culturally of television and the way in which it conveys information. Books require the skill of reading and writing, whilst television only requires viewing and listening. For this reason television is more accessable to all ages. Therefore, this mediums cultural effect is in the way it conveys information. It has dulled modern society and has reduced our need for recieving information through reading and writing, and now, our culture is obsessed with exposure. I think this is a really fascinating idea, because I knew that itt was the case, but couldn’t really articulate what it was about our culture and television. Reality tv links to exposure, whilst televised news triggers emotions. Books contain secrets whilst tv is accessable and exposes. Its a really interesting concept that we will never really have a ‘Great Leader’ due to the way in which television reveals the lives of politicians.