Technological Determinism

Mass Society Theory to the Limited Effects Paradigm – early notions

Agenda setting, Cultivation Analysis, Knowledge Gap Hypothesis

Theories grounded on both social empirical research and qualitative research

Most theories project negative tone Not as negative as Mass society theory Exception: McLuhan’s Technological

determinism

McLuhan emerged as the ‘Oracle of Electronic Age’ in 1960s

Analyzed impact of electronic media on culture and society

Concepts based on a lot of previous works of political economists, Harold Innis primarily

Canadian scholar in 1950s Studied linkages between

communication media and social structures

Publications –a)Empire and Communications (1950)b)The Bias of communication (1951) Studied social orders in early empires in

context of spoken word and later in the ambit of written word, followed by the development of railroad and telegraph

Bias of Communication

‘ Innis’ idea that communication technology makes centralization of power inevitable’

McLuhan moved along Innis’ trajectory Firmly believed and propelled ideas on

transformative powers of media technology in an era moving from the print domain to the electronic domain

Did not dwell on issues concerning exploitation or centralized control

Focused on implications of abandoning print media in favour of electronic media

New forms of media transform (massage) our experiences of ourselves and our society. This influence is ultimately more important than the content that is transmitted in the messages.

A new form of social organization that would inevitable emerge since the electronic media tied the entire world into one great social, political and cultural system.

Control over this village or exploitation of members didn’t concern as issues to McLuhan

Microscopic approach: Impact of media on our senses

Mc Luhan believed media to extend sight, hearing and touch through time and space

Impact of the phenomenon – unsaidAll these speculations made when

radio and television had started out, so phenomenonal

McLuhan adorned Newsweek’s cover in 1967 and later in 1996

Print Media: Hot Electronic Media: CoolFamous interpretations on Cool

Kennedy and Hot Nixon in 1960

Rationalized rapid expansion of electronic media with little concern for their negative consequences

Called print media restrictive – linear, logical thinking, called literacy obsolete

Proposed natural evolution of media without regulations

Faced immense criticism from academia No suggestions for dealing with info

overload

Research studies designed to test McLuhan’s notions

Failed to support McLuhan’s assertions

Cultural theorists and political economists could not empirically verify either

enter the medium         

With telephone and TV it is not so much the message as the sender that is“sent.”