Technological Determinism

   Technological determinism is a theory that argues the characteristics inherent in a new technology govern the direction of its development and set the conditions for social change. Scholars associated with the technological determinism perspective include Marshall McLuhan and Elizabeth Eisenstein (1980). For example, McLuhan's notion of a global village is based on characteristics inherent to electric media, including the elimination of time and space barriers in the communication process. The ability to eliminate space in the communication process will create a new global sense of communication that is reminiscent of older oral traditions because people will become more dependent on and involved with each other. Thus, the characteristic of eliminating space constraints will cause social change.

   Technological determinism is a popular and widely accepted view of the relationship between technology and society. According to this view, as new technologies are discovered they set the conditions for social change and progress. A cause-and-effect relationship is established between the technology and the effect it has on society. Chandler (1995) states:

   Technological determinists interpret technology in general and communications technologies in particular as the basis of society in the past, present and even the future. They say that technologies such as writing or print or television or the computer "changed society." In its most extreme form, the entire form of society is seen as being determined by technology: new technologies transform society at every level, including institutions, social interaction and individuals. At the least a wide range of social and cultural phenomena are seen as shaped by technology. "Human factors" and social arrangements are seen as secondary.

   A major criticism of technological determinism is the fact that it reduces an entire complex social system to the effects of technology without considering other social factors. Technological determinists often see technology as the major cause of social change, which can be considered technocentrism. Technocentrism is a perspective that accounts for almost every social change in terms of technology. The idea is associated with the notion that humans are first and foremost tool makers and tool users.

   Some scholars associated with the technological deterministic perspective incorporate social conditions into their analysis. These scholars are referred to as soft or weak determinists. For example, Postman's critique of television in American culture examines both the characteristics of the medium and the capitalist environment of American society. Both the medium and the culture contribute to the use of television primarily as a form of entertainment in the United States. Soft determinists argue that the presence of a communication technology is an enabling or facilitating factor contributing to potential opportunities that may or may not be adopted by a particular culture. Instead of focusing on technological characteristics, social determinists see causal relationships between social needs and technological invention.