ETEC 531 Cultural and New Media Studies Dr. Stephen Petrina and Dr. Franc Feng Media Production #1 Education and Theoretical Frameworks Produced by Jill French

Theoretical frameworks help to inform different views about how we accept and exploit technology in our culture. We do not all see the same potential in new technologies …. We do not all see the same potential in new technologies …. "There is no reason anyone would want a computer in their home.“ Ken Olson, President, Chairman, and Founder of Digital Equipment Corporation, 1977 (NSMA, n.d.) "There is no reason anyone would want a computer in their home.“ Ken Olson, President, Chairman, and Founder of Digital Equipment Corporation, 1977 (NSMA, n.d.)…….

Although we cannot know for sure what the impact each new technology may have on different sectors in our culture (i.e. education) Although we cannot know for sure what the impact each new technology may have on different sectors in our culture (i.e. education) our view can limit or expand our vision. …….

There are many theories about the interaction between technology and culture. There are many theories about the interaction between technology and culture. They are complex and often difficult to untangle. They are complex and often difficult to untangle. They range from ……. They range from …….

….the view that technologies are separate and create change in cultures… … to the view that technologies are an intertwined and an integral part of culture. One way that we can illuminate some of the distinguishing features is to explore just three theories that cover most of the spectrum. …….

Here is one possible way of visualize the spectrum for theoretical frameworks on the relationship between technology and culture….. Here is one possible way of visualize the spectrum for theoretical frameworks on the relationship between technology and culture…..

Technological Determinist Machinic Theory Cultural Materialist …create cultural change …are one of many influences on cultural change …are an integral part of culture Please note that this is not an inclusive spectrum. There are many other theories that could be included. New technologies………

This presentation explores… This presentation explores… …… technological determinism, …… technological determinism, …… cultural materialism and …… cultural materialism and ……machinic theoretical frameworks. ……machinic theoretical frameworks.…….

We will explore each theoretical framework by reading a definition reading a definition viewing a visual conception viewing a visual conception reading some informative quotes reading some informative quotes…….

Once we have explored these three frameworks, Once we have explored these three frameworks, we will then discuss some implications these viewpoints may have on using technology in the classroom. we will then discuss some implications these viewpoints may have on using technology in the classroom.…….

Part One Exploring Three Theoretical Frameworks 1) technological determinism Technological Determinist Machinic Theory Cultural Materialist …creates cultural change …one of many influences on cultural change …integral part of culture New technologies………

a definition…. a definition…. Technological determinism is the view that technology is….. Technological determinism is the view that technology is…..…….

….'the prime mover' in history… particular technical developments, communications technologies or media, or, ….'the prime mover' in history… particular technical developments, communications technologies or media, or, most broadly, technology in general are the sole or prime antecedent causes of changes in society…” (Chandler, n.d.) …….

We can visualize the technological determinist theoretical framework in the following way: We can visualize the technological determinist theoretical framework in the following way:…….

new technologies changing culture

Technology determinism is viewed from both Technology determinism is viewed from both positive and negative viewpoints. positive and negative viewpoints. Marshall McLuhan and Jean Baudrillard write about media technology and culture from a determinist perspective, Marshall McLuhan and Jean Baudrillard write about media technology and culture from a determinist perspective, but they do so from very different outlooks. …….

Marshall McLuhan sees media technology in a positive way and argues that media technologies enable people to become more aware of the world as a whole…. Marshall McLuhan sees media technology in a positive way and argues that media technologies enable people to become more aware of the world as a whole…. “The new electronic interdependence recreates the world in the image of a global village” (in Moncur, 2005) “The new electronic interdependence recreates the world in the image of a global village” (in Moncur, 2005)…….

In contrast, Jean Baudrillard sees media technology in a negative way. In contrast, Jean Baudrillard sees media technology in a negative way. He argues that media technology creates what he calls “simulacra”. He argues that media technology creates what he calls “simulacra”. This theory suggests that as a result of media technology we now experience the representation rather than the reality. This theory suggests that as a result of media technology we now experience the representation rather than the reality.…….

Referring to media imagery, Baudrillard states………… Referring to media imagery, Baudrillard states………… “In the past, something would take place, then one would know it had taken place, then others would hear about it. Now, one knows everything before it has even taken place…” (Baudrillard, 1996) “In the past, something would take place, then one would know it had taken place, then others would hear about it. Now, one knows everything before it has even taken place…” (Baudrillard, 1996) “the image is the reflection of a basic reality… [until] it bears no relation to any reality whatever: it is its own pure simulacrum” (Baudrillard, 1993) “the image is the reflection of a basic reality… [until] it bears no relation to any reality whatever: it is its own pure simulacrum” (Baudrillard, 1993)…….

…. a second theoretical framework: 2) cultural materialism Technological Determinist Machinic Theory Cultural Materialist …creates cultural change …are one of many influences on cultural change …are an integral part of culture New technologies………

a definition…. a definition…. Cultural materialism is the view that technology is not neutral and is… Cultural materialism is the view that technology is not neutral and is……….

one of many influences on a culture and “the best way to understand human culture is to examine material conditions - climate, food supply, geography, etc.” (McClernan, n.d.). one of many influences on a culture and “the best way to understand human culture is to examine material conditions - climate, food supply, geography, etc.” (McClernan, n.d.). Andrew Feenberg adds to this by explaining that…. Andrew Feenberg adds to this by explaining that….…….

“[what] it is to be an automobile or a television is settled by social processes that establish definitions of these objects and grant them specific social roles. Technology itself cannot determine the outcomes of these processes.” (Feenberg, n.d., ¶ 1) …….

We can visualize the cultural materialism theoretical framework in the following way: We can visualize the cultural materialism theoretical framework in the following way:

changing culture climategeography food supply social needs political needs new technologies Note: this visual is not inclusive.

The theory of cultural materialism is also approached from different viewpoints. The theory of cultural materialism is also approached from different viewpoints. “Williams emphasizes social need and political intention as significant factors involved in technological development… “Williams emphasizes social need and political intention as significant factors involved in technological development… [for example, the] particular circumstances into which [radio and TV] technologies were introduced” (Murphie & Potts, 2003, p. 18) …….

Jacques Ellul expresses a rather negative perspective: Jacques Ellul expresses a rather negative perspective: “Who is too blind to see that a profound mutation is being advocated here? “Who is too blind to see that a profound mutation is being advocated here? A new dismembering and a complete reconstitution of the human being so that he can at last become the objective (and also the total object) of techniques” (Ellul, 1954 ) …….

…. a third theoretical framework: 3) ‘machinic’ Technological Determinist Machinic Theory Cultural Materialist creates cultural change …are one of many influences on cultural change …are an integral part of culture New technologies………

a definition…. a definition…. The machinic theoretical framework is the view that technology is … The machinic theoretical framework is the view that technology is ……….

an integral part of culture, with culture comprising of the an integral part of culture, with culture comprising of the “relations between technologies, animals, humans, and the world” (Murphie & Potts, 2003, p. 31). “relations between technologies, animals, humans, and the world” (Murphie & Potts, 2003, p. 31).…….

We can visualize the ‘machinic’ theoretical framework in the following way:

Note: this visual is not inclusive. Culture embodies and evolves from flowing and intertwined relationships including……. new technologies old technologies policies and laws gender issues institutions class relations economics social needs religious political needs artistic voices discourses

This post-structural* approach reflects the This post-structural* approach reflects the “contradictory, dynamic elements of culture, …change no longer occurs between stable entities….[where] technologies, like rivers and streams ….are produced by particular contexts and change as these contexts change. Like rivers and stream, they flow into each other” (Murphie & Potts, 2003, pp 28 & 34). * views cultural elements as dynamic and unpredictable (Murphie & Potts, 2003, p. 28) …….

Sandra Braman’s informs the ‘machinic’ framework with a negative perspective as Sandra Braman’s informs the ‘machinic’ framework with a negative perspective as she speaks about experimentations in the area of biotics around non-human electronic intelligences and states: …….

“Some believe this "world brain" can be used to support real-time decision-making by humans for human purposes. “Some believe this "world brain" can be used to support real-time decision-making by humans for human purposes. Others, however, note that according to self-organizing systems theory (and as suggested by the biological metaphor), at some point the network may achieve awareness of itself, what is described as self- consciousness in humans. Others, however, note that according to self-organizing systems theory (and as suggested by the biological metaphor), at some point the network may achieve awareness of itself, what is described as self- consciousness in humans. When that time comes, the network may choose to act independently of humans on its own behalf.” (Braman, 2002) When that time comes, the network may choose to act independently of humans on its own behalf.” (Braman, 2002)…….

Part Two Implications for the Classroom We can approach integrating technology into our classroom from several perspectives, including these three theoretical frameworks. We can approach integrating technology into our classroom from several perspectives, including these three theoretical frameworks. Each framework suggests possible implications for how we might integrate technology into our teaching and learning environment. Each framework suggests possible implications for how we might integrate technology into our teaching and learning environment.…….

The technological determinist view suggests that The technological determinist view suggests that teachers have little control over using technology… computers are here and we must use them computers are here and we must use them we need to use the programs available and teach the skills we need to use the programs available and teach the skills…….

The cultural materialism view suggests The cultural materialism view suggests that technology is one of many influences on learning within the classroom, teachers can integrated technology as one of many tools: …. in a computer lab and taught as a separate subject ….used for developing writing skills …….

The machinist view suggests that technology can be integrated as an integral part of our classroom culture: The machinist view suggests that technology can be integrated as an integral part of our classroom culture: its use can evolve and flow in relationships (i.e. curriculum, student needs) within a constructivist classroom to facilitate…. social construction social construction deep thinking deep thinking complex activity complex activity scaffolding scaffolding visualization visualization

Some concluding thoughts from my machinic perspective, we can choose to… fear, accept or embrace new technologies fear, accept or embrace new technologies exploit technologies’ unique features to support a constructivist classroom exploit technologies’ unique features to support a constructivist classroom modify technology use to best meet the needs of our individual learners modify technology use to best meet the needs of our individual learners integrate technology seamlessly, becoming an integral and natural part of our students’ learning environment integrate technology seamlessly, becoming an integral and natural part of our students’ learning environment As teachers, we choose…... …….

References References Baudrillard, J. (1996). Vivisecting the 90s: An Interview with Jean Baudrillard. Retrieved June 4, 2005 from Baudrillard, J. (1996). Vivisecting the 90s: An Interview with Jean Baudrillard. Retrieved June 4, 2005 from Baudrillard, J. (1993). On the Murderous Capacity of Images. Retrieved June 4, 2004 from Baudrillard, J. (1993). On the Murderous Capacity of Images. Retrieved June 4, 2004 from Braman, S. (2002). Posthuman Law: Information Policy and the Machinic World. Retrieved June 4, 2005 from Braman, S. (2002). Posthuman Law: Information Policy and the Machinic World. Retrieved June 4, 2005 from Chandler, D. (n.d.). Technological or Media Determinism. Retrieved June 3, 2005 from Chandler, D. (n.d.). Technological or Media Determinism. Retrieved June 3, 2005 from Feenberg, Andrew (n.d.). Summary Remarks on My Approach to the Philosophical Study of Technology. Retrieved June 3, 2005 from Feenberg, Andrew (n.d.). Summary Remarks on My Approach to the Philosophical Study of Technology. Retrieved June 3, 2005 from

Ellul, J. (1954). The Technological Society. Retrieved June 4, 2005 from Ellul, J. (1954). The Technological Society. Retrieved June 4, 2005 from Guattari, F. (1985). Pragmatic/Machinic: Discussion with Fe’lix Guattari. Retrieved June 4, 2005 from Guattari, F. (1985). Pragmatic/Machinic: Discussion with Fe’lix Guattari. Retrieved June 4, 2005 from McClernan, N. (n.d.). Cultural Materialism. Retrieved June 4, 2005 from McClernan, N. (n.d.). Cultural Materialism. Retrieved June 4, 2005 from Moncur, M. (2005). Quotation Page. Retrieved June 4, 2005 from Moncur, M. (2005). Quotation Page. Retrieved June 4, 2005 from Murphie, A. and Potts, J. (2003). Culture and Technology. Palgrave McMillan: New York. Murphie, A. and Potts, J. (2003). Culture and Technology. Palgrave McMillan: New York. National School Boards Foundation (n.d.). Retrieved June 4, 2005 from National School Boards Foundation (n.d.). Retrieved June 4, 2005 from