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University of Toronto Scarborough
Media Studies
Ted Petit

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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