Media and Communication Theory

In the twenty-first Century Media applied science and Tele conference Technology has undergone tremendous changes in its proficient advancement. In the 1990s this proficient innovation has given birth to the populace Wide weathervane and the Internet applied science.Many writers in this field in whatsoever theoretical perspectives possess analyzed the trespass of media engineering on society. In this essay I will discuss the opening of expert determinism and its inevitability using primarily the theoretical and historical evaluation of Media engineering on society advocated by Burnett & P. David marshall in their book Web possible action An Introduction. In attachment I will also drug ab design examples of Radio and Television on Western Society and the forces, which shaped the Medias impact on Society values and nuance and, way of life as intumesce as how it supplemented or whether it switch overd the earlier Media technologies such as Television, tuner, passwo rd papers and print technologies.Brief history of InternetThe origins of Internet are in the war machine Institutions of USA. It was an incidental growing to gatherSecurity info and assimilations inwardly the defense team bureaucracy. It was in the public domain as government was involved in its early development. Later the Universities recognized its say-so to share information within the universities and they adopted this technology for their research work.As a result of this process the air boards appeared first for science fiction and then for personal and opposite reasons by many user groups who had common evoke. After the Internet was commercialized and self-sufficient service providers entered the market and e-commerce was introduced by the private sector and the make of clear past from the public sector to the private sector. (Robert Burnett, P. David marshal, 2003, pp 11-12)Definition of the theory of technological determinism and inevitabilityThe theory of techn ological determinism tush be defined as the major bend of the dominant technology to have a major impact on society and its inevitability and its transmuteation power and the replacement of sr. technologies and affectionate practices. It assumes that people react to technology and economic, affectionate, institutional and political factors is non that all classical(predicate) and the major force skunk be reduced to technology as a major change agent for the societies advancement and enlightenment. (Robert Burnett, P. David marshal, 2003. pp 10-11)Origins of the theory of technological determinism and inevitabilityThe origins of the theory were due to sev eral writers who promoted this theory as well as powerful people in politics and in Commerce promoted it. These writers attributed on the button like other media technologies the Internet also will have a radical impact on society. (Robert Burnett, P. David Marshall, 2003, pp 7-8)The ideology of technology and its effec tsThe ideology of technology means is a representation is completely normal and inborn for the culture as well asappropriate. That is the novel technology non only natural and normal bur also what is needed to make the society better. It reduces the dig to a functional take rather than public debate and becomes a cultural reality in every day lives and we accept new technology passively. It promotes that we cannot be happy without the latest poser of technological equipment or model. (Robert Burnett, P. David Marshall, 2003, p 9)Evaluation of technical determinism based on Web TheoryAs discussed preceding(prenominal) from the drawing history of the Internet and noticing other factors has also played a share in the evolution of the Internet such as institutional and social patterns it is obvious that new technology alone may not get hold of about a revolutionary change in society. As well if this theory stifles public debate it may not produce unconditional outcomes and c an be detriment for societies progress. In addition it does not frivol away in to account social, economic Institutional and political factors as important and it may oversimplify how technology impacts society and gives in appropriate encumbrance for technology as a major factor for social betterment.However approximately writers of technical predestinarians have shed just about light on the positive development of web technology, which in itself can be a major social change factor in limited situations. They are H.A. Innis, Marshall McLuhan, Lewis Mumford (Robert Burnett, P. David Marshall, 2003, P 12). According to H. A InnisA dominant communication medium can be time-based or space based. (Robert Burnett, P. David Marshall, 2003, P 13) According to him time- based communication corpse will produce a close society and a space based communication medium will produce a more open society. (, Robert Burnett, P. David Marshall 2003, P 13) Web technology is an bustling play wit h space and time and its diffused and web does not have a center stock-still as it originates in America on the other hand it may create a centralizing model of communication. (Robert Burnett, P. David Marshall, 2003, P 14-15).Another interesting question. which arises from Inns insight is how the space is defined through the web? Does the control of practical(prenominal) space control the geographical space? (Robert Burnett, P. David Marshall 2003, P 15) The virtual space is discontinuous with the material pull throughence of countries and geopolitics. (Robert Burnett, P. David Marshall 2003, P 15) However on that point may be new divides acrossEvaluation of Technological determinism based on Web Theorygeographical boundaries in the virtual world grouping activities and interests which may relate to power groups that may be not coordinated with the interests of empires if multinational companies do not control the cyberspace. If they control the cyberspace then it will have re percussions in the international geopolitics of work, sparing and culture. (Robert Burnett, P. David Marshall 2003, P 15)In the perspective of Marshall McLuhan he theorizes technology as a medium. In the Web Theory of Robert Burnett, P. David Marshall they highlight the advantage of seeing web as a medium rather than its meaning because it orders in the right direction how a technology incorporates other technologies in the early stages and evolves on a long-run basis rather than successor past technologies as web uses voice, text, visual and graphics to convey messages and joined with other networks and similar sites.(Robert Burnett, P. David Marshall. 2003 p 17) In addition McLuhan saw the expansion of television set and other communication technology internationally he came with an creative thinker of global closure. (Robert Burnett, P. David Marshall. 2003 p 18). According to Robert Burnett, P. David Marshall this idea of global village in respect of television interna tionally a least for 80 years in their view television as a media technology has been a major force for the culmination of nation state and jingoistic cultures as well they concluded in some circumstances the television and other media technologies can have similarities for example the death of Kennedy televised across the world may have produced a physique of global village.However they rejected that these events did not produce sense of community like a village, which depended on social knowledge to make sense of the world. (Robert Burnett, P. David Marshall. 2003 p 18)Evaluation of Technological determinism based on Web TheoryMcLuhan also has theorized technology can produce electronic incarnate consciousness. (Robert Burnett, P. David Marshall. 2003, p 19). In the view of Robert Burnett, P. David Marshall this idea is utopian however they concluded that in smaller ways web technology can produce embodied consciousness because of its nature and accessibility to information r eading in schools and beyond has become to retrieve information and transform in to knowledge and action rather than route learning and memorization in western societies before advent of the web. (Robert Burnett, P. David Marshall. 2003, p 19).As well Robert Burnett, P. David Marshall point in page 20 that technology can shape our port in embark onicular ways so that we often become incorporated with the technology and give examples of driving a car and it has to become mechanical to drive the car with confidence.According to Mumford technology has become out-of control and poised to affect question whether web has become out-of-control and a channel for further centralization of power or web is an lengthiness of general adult male interest and democratizing knowledge and power? As well on an individual level one can ask the question does the web intuitively an extension of self in to kind of collective network of knowledge or information or the individual is absorbed in to th e web technology which produces technological rationality that does not allow the individual to examine the system the individual is using.(Robert Burnett, P. David Marshall, 2003, p 20). According to Robert Burnett, P. David Marshall these questions are complex and there is no simple answer and it depends on the web culture and the kind of information and knowledge it generates. (Robert Burnett, P. David Marshall, 2003, p 20).Examples of existence of Radio and Television in the advent of web TechnologyIn the western world even in the era of web technology some groups get news and other information as a medium as opposed to web technology because of its appropriateness to some groups and in some contexts. For example if say a politician wants to convey a message then Television and radio is preferable to web technology as web technology is not accessible to may people and it has to have some interaction than the other medium and web technology is diffused than has a central point. T hat is the older technologies have their niche markets even in the advent of web technology and web technology supplements the other older technologies and they dont replace overnight these technologies but in an evolutionary modal value they enter in to our lives. The technology in itself has an impact on society.However as envisaged by the technological determinist theorists the dominant technology does not change in a revolutionary manner the society and other factors such as economic, Institutional, social patterns and cultural factors shape the use of technology and they play a discover in shaping the society as a whole. In addition all previous technologies loose their transformation power after some time. For example Radio when invented promised a kind of utopian future for human knowledge, education and enhancement and change society in a revolutionary manner but radio did not realize this vision as envisaged by many technological determinist writers and powerful leaders at that time. It applies to Television as well.In addition news papers and libraries still exist side by side with web technology but they use web technologyTo advertise their services and to deliver services efficiently and develop markets as web technology is more spatial than the other technologies.ConclusionAs discussed to a higher place technology definitely to some extent shape our lives. However it does not shape our life in a revolutionary manner as proposed by the technological determinist theorists. Other factors play a part in shaping the technology itself and social, Institutional, political and cultural factors affect societies development and progress as well. In addition the new media technology as discussed above do not replace it but supplements and converge. It is also from the above discussion some theoretical insights in a limited manner applies to web technology as well in terms of its collective consciousness in some contexts and seeing web as a medium and the human-technological interface as theorized by some technological determinist theorists.In my view the Technological determinist theory is applicable in some circumstances and context but it is not applicable to web technology or any other technology that technology itself will transform society. However web technology compared to older technology has a potential to be in our day-to-day life in a long-term trajectory because of its versatility and its special communication medium.BibliographyRobert Burnett, P. David Marshall, (2003) Web Theory An Introduction, Chapter 1 Web Technology, London & NY Routledge, pp7-22