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lecture points

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Department
Media Studies
Course Code
MDSA01H3
Professor
Ted Petit

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Media Study Guide
Lecture 2 Key Points
Technology encourages major changes in social organization
Histor y of communication is important to human histor y
All contemporary and com munication technologies are extensions of basic, innate human
communication capacities.
Technological Determinism: Technological determinism is a reductionist theory that
presumes that a society's technology drives th e development of its social structure and
cultural values. Technology and new technologies are seen as the primary cause of major
social and historical changes at the macro level of social str ucture, and at the micro-social
level in terms of their profound social and psychological influences on individuals.
Tends to operate within a continuum: extreme, weak, voluntarists,
Extreme: People think IT will radically transfor m society and our ways or thinking,
believe IT is the pure reason for widespread societal changes
Weak: technology key factor that may facilitate such changes in society or behaviour
Voluntarists: emphasize individual control over the individual tools e.g.I get to choose,
no one can impose it on me”
Cultural materialism or socio-cultural determinism: development of a technology rises
in response to specific socio-political, historical and culturally specific contexts
Pessimist ic form: writings of Jacques Ellul, possessing the view that technology has a
will of its own
Optimistic: faith in progress
Idea of Progress : 18
th
century, enlightenment, technology=progress
“We shape our tools and thereafter our tools shape us.” ---technological determinism
The tools we use to think change the ways in which we think---technological
determinism
What did you learn in MDSA02=> discuss Idea of Progress, sheds light on the negative
aspects of technological change
Lecture 3
Read Innis Article & refer back to what is written
Symbols
Media are socially realized structures of communication, where structures include both
technological forms and their associated protocols, and where communication is a cultural
practice, a ritualized collocation of different people on the same mental map, sharing or
engaged with p opular ontologies of representation
How is watch a form of media: were on the same mental map
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Description
Media Study Guide Lecture 2 Key Points Technology encourages major changes in social organization History of communication is important to human history All contemporary and communication technologies are extensions of basic, innate human communication capacities. Technological Determinism: Technological determinism is a reductionist theory that presumes that a societys technology drives the development of its social structure and cultural values. Technology and new technologies are seen as the primary cause of major social and historical changes at the macro level of social structure, and at the micro-social level in terms of their profound social and psychological influences on individuals. Tends to operate within a continuum: extreme, weak, voluntarists, Extreme: People think IT will radically transform society and our ways or thinking, believe IT is the pure reason for widespread societal changes Weak: technology key factor that may facilitate such changes in society or behaviour Voluntarists: emphasize individual control over the individual tools e.g. I get to choose, no one can impose it on me Cultural materialism or socio-cultural determin
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