An Application of Technological Determinism
Application by: Kyle Croxton
The Medium is the Message...
As McLuhan uses the phrase "the medium is the message," he implies the effects that a medium has upon society. McLuhan's theory states that a medium has the power to control the way people view themselves and their world. He investigates different eras and inventions beginning with the Tribal Age up to the modern era of the Electronic Age. Concentrating on the Electronic Age one can discover the relevance of the Technological Determinism theory as it applies directly to the internet. Today the fastest growing medium is the internet. A medium that has the ability to connect the entire world by the use of a telephone line. This invention allows people to transfer mass amounts of information by the fastest method readily available to the average person so far in history. With the invention of such a medium come many issues which affect both active users of the internet and non-users. To apply McLuhan's theory I have chosen to apply the concept "the medium is the message" to different examples. The first topic example analyzes concerns one may have about their security and their privacy due to the power of the internet.
Have you ever considered the idea that you could lose your entire identity to someone you have never met? Well Hollywood has considered it and took advantage of everyone's curiosity about the power of the internet with the movie "The Net." This blockbuster starring Sandra Bullock allows viewers to gain a sense of what could happen (essentially to anyone whether they use the internet or not.) In the movie Sandra Bullock falls victim to one's manipulation of the internet and loses any form of identity she has ever had. As the victim she has no way of proving who she is. As she is alienating the source responsible for her loss of identity sells her home and takes all control away from Bullock's character. The story line is enough to make a viewer of the movie stop and think about the power which lies within the internet. With the technology of this medium the apparent message takes on a warning in the sense that people begin to realize how influential the internet can really be. If McLuhan would have lived to see this movie he would probably tell all that this is the perfect example of how the medium can control the message and a whole lot more(one's life.) If interested in viewing more images from the movie click on "The Net"
As the idea of having your identity stolen is a quite scary concept one should also consider the positive messages the internet can relay. For example one can view the advantages that the internet brings to the classroom. McLuhan refers to the idea that when new mediums are introduced into education people tend to stick to what "was" versus applying the new medium. However, the rapid and widespread use of the internet has pushed schools to involve it as a part of their curriculum. With the use of the internet inside the classroom teachers are able to bridge many gaps that would otherwise not be possible. This holds true as students have more sources available to them for learning due to the internet than ever before. With these easily accessible resources students stand a better chance in taking steps to resolve issues such as racism. With the use of the internet students can communicate and access other students from all over the world. This process therefore allows our youth to see how much they have in common with different cultures and races. In the end education (with the aide of filtering out false information,) should continue to benefit from the advancements of the medium. Pertaining to the example of education and the internet one can begin to realize how the message of this medium is expanding and its stong impact on our children is allowing the medium to make a place in our society.
"The Net" covers the world...
As this new medium is continually intergrated itself into our everday lives society should consider the possibilities that still lie ahead for it. One which I would personally like to follow, is the relationship between the rates of illiteracy in America as the internet expands and reaches more people. As a society we may find improvements regarding literacy due to the expansion of the internet. With the power of this medium we find that it has an impact on many issues(literacy included) like no other medium which has exsisted before. As this medium grows we may find that social pressures concerning the internet may force people to survive by the new medium whether they like it or not. Everyday people are discovering new ways to apply the internet and it continues to grow as people find ways to save time shopping on-line or talking to a friend from their computer. If McLuhan would have lived to experience this powerful medium I believe we could expect that he would have done extensive research regarding its application to his theory. However, for those of us who are currently dealing with this up and coming medium we can look to realize how the internet relates to the ideas of the theory referred to as Technological Determinism. By doing so we can gain a better understanding of what McLuhan was trying to share with others and the idea that the "the medium is the message" does hold true to our lives and will continue to play a part in communication.
To view another application that references Technological Determinism take a look at Carol's application as she takes one through McLuhan's different stages of Technological Determinism. Click Here
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This page was last updated by Kyle Croxton 3/15/00.