Technological Influence: How Much Does Technology Impact Our World?
We’ve all probably realized that over the past couple of decades technology has grown to hold a dominate place in our lives. Cars are now fully computerized, our cell phones are tiny computers, even some of our doorbells are more technologically advanced than they were just a few years ago.
In the 1960s, a Canadian media scholar named Marshall McLuhan, was a strong supporter of what was called the technological determinist theory. McLuhan felt that technology shapes society and specifically impacts our values, how we learn, and the way we behave in our interpersonal relationships.
McLuhan’s famous statement that “the medium is the message”, emphasized his perspective that what mattered most in the study of mass communication was the influence that media technologies have on patterns of human thinking. He theorized that society is always influenced by the current most dominant form of communication technology. Contrary to the popular opinion of his time, McLuhan thought that the method of communication (oral, print, or electronic) affects society more than the content of a message.
Which of McLuhan’s points strengthens his theory?
Strength #1: McLuhan was correct in his belief that as technology evolves so do society’s primary channels of communication.
The way that society has primarily communicated has affected the ways that we socialize and how we form social organizations. About 600 or more years ago, during the printing era, newspapers and “snail mail” were the primary forms of communication. Now, in the digital era, we are using more technological forms of communication such as social media, text messaging, and video messaging.
Strength #2: McLuhan’s points are proven by the impact that technology advancements have had on how we relate to the world around us.
Technology has changed our world and turned us into an interconnected community. McLuhan’s diagnosis that technology would one day make us a “global village” wasn’t far from our current reality.
Strength #3: McLuhan identified media as a tool that extends our capacities as humans.
As a tool for communication, the media does allow us to accomplish things more efficiently. For example, we use vehicles and aircrafts to get around instead of our feet because they’re more efficient.
What are some limitations of McLuhan’s theory?
Limitation #1: Technological determinism doesn’t consider that technology isn’t forced on society.
Sure, we create technology to make our lives easier. However, when choosing to use technology, we are also aware of the fact that it may influence our lives and behaviors.
Limitation #2: Technological Determinism does not address who controls or regulates the media or technology.
McLuhan theory only considers the medium and ignores the influence that content can have on society. When thinking critically, some might say that it’s important to consider the powerful few who own media institutions and choose to promote certain messages for their own financial gain.
Limitation #3: There are other determining factors besides technology that drives societal direction.
Some say that McLuhan’s perspective on the cause and effect of mass communication is too narrow-minded. Focusing on one possible factor of influence discounts all the other determining factors that could also drive societal direction. Geography, political control, economic environments, and other factors could also affect how society chooses to utilize technology.
Is this theory misleading or useful?
This theory highlights what we already know about technology and society. The more we use it, the more it influences how we live our lives.
The only thing technological determinism doesn’t address is how much society also impacts how technology evolves and what types of advancements are made.
So, wouldn’t it be more accurate to say that the relationship between technology and society is more of a cycle of mutual influence?
Feel free to share your thoughts we me in the comments section below!