1. Communication Technology UAMG 3053 Week 1 Ms Kumutham

2. Intro… Why do we concern about technology? construct the sense of ourselves, the communities we live. How? construct the sense of ourselves, the communities we live. How? We spends more time consuming the media We spends more time consuming the media Social and cultural developments are depended on technology advancements Social and cultural developments are depended on technology advancements

3. Intro…communication technology Why do we concern about communication technology? Most of the economic activities are in information and service industries Most of the economic activities are in information and service industries Uncertainty impact of new media upon existing social structures Uncertainty impact of new media upon existing social structures Information workers dominate workforce Information workers dominate workforce

4. Technology and Cultures Technology changes how human communicate Technology changes how human communicate All changes in communications pattern have complex social and cultural implication All changes in communications pattern have complex social and cultural implication Cultures create new communication technologies, which become integrated as technocultures, which themselves fuel further technological innovation Cultures create new communication technologies, which become integrated as technocultures, which themselves fuel further technological innovation

5. The Myth of Technology A central role in all human and society A central role in all human and society The invention of technology has become a myth because people tend to tell stories about how technologies started and the people who invented them The invention of technology has become a myth because people tend to tell stories about how technologies started and the people who invented them Social circumstance (economics, politics and existing infrastructure) determines which technologies are adapted, and which languish. Social circumstance (economics, politics and existing infrastructure) determines which technologies are adapted, and which languish. The reasons why things develop as they do are not technological reasons, they are social reasons The reasons why things develop as they do are not technological reasons, they are social reasons

6. Is Technology Neutral? Technology was once viewed as neutral where no one could stop the development and no one can be blamed for the way it progressed Technology was once viewed as neutral where no one could stop the development and no one can be blamed for the way it progressed Technology is only neutral if no one know what the technology is used for Technology is only neutral if no one know what the technology is used for A technology cannot remain neutral when it is being used or adapted by the society A technology cannot remain neutral when it is being used or adapted by the society

7. Is Technology Neutral?... It is up to the uses of that particular technology It is up to the uses of that particular technology Differences of gender, wealth, power and education all determine that knowledge power Differences of gender, wealth, power and education all determine that knowledge power Copyright, patents and intellectual property rights indicate that those who develop technology Copyright, patents and intellectual property rights indicate that those who develop technology

8. …Neutral? Gun Control A massacre in Australia in 1996 has lead to stricter gun controls in that country. But the same event has been interpret by U.S.A. as more guns should be allow in the society A massacre in Australia in 1996 has lead to stricter gun controls in that country. But the same event has been interpret by U.S.A. as more guns should be allow in the society Guns cost lives but also save lives Guns cost lives but also save lives Neither technology nor culture is neutral – both reflect people and society, the power of different social groups and the outcomes of competing priorities Neither technology nor culture is neutral – both reflect people and society, the power of different social groups and the outcomes of competing priorities

9. Types of Communication 1. Intra-personal Communication – exchange information we have with ourselves 2. Inter-personal Communication - communication between two or more people 3. Small group communication – involves fewer than a dozen people

10. Types of Communication 4. Large-group communication – involves anywhere from zero to several hundred participants 5. Mass Communication – one-to-many communication delivered through an electronic or mechanical channel. 6. Computer-mediated Communication – communicating via a universal network of computers [Internet]

11. Technological and Social Determinism Technological determinism – the features of the technology that determined its use, and the role of a progressive society was to adapt to (and benefit from) technological change Technological determinism – the features of the technology that determined its use, and the role of a progressive society was to adapt to (and benefit from) technological change Social determinism – society is responsible for the development and deployment of particular technologies Social determinism – society is responsible for the development and deployment of particular technologies

12. Technological determinism Communication media change everything else in society Communication media change everything else in society Technology drives society change Technology drives society change Marshall McLuhan - most famous technology determinist Marshall McLuhan - most famous technology determinist He proposed that new media technologies determine culture He proposed that new media technologies determine culture The form of media rather than their content that matters The form of media rather than their content that matters E.g., Print – linear format of human lives E.g., Print – linear format of human lives

13. Technological determinism… Global Village – electricity resumes person-to-person relations as if on the smallest village scale Global Village – electricity resumes person-to-person relations as if on the smallest village scale Technology as dominant social force Technology as dominant social force E.g., computer foster technology that extended its control to all aspects of life E.g., computer foster technology that extended its control to all aspects of life Media drive culture – exist to educate, not to entertain Media drive culture – exist to educate, not to entertain

14. Social determinism Media reflect culture but do not create culture Media reflect culture but do not create culture E.g., American created their own culture from European “high culture” E.g., American created their own culture from European “high culture” Critical perspectives Critical perspectives Political Economy –media owners have the power to shape news agenda – turning information and culture into commodities Political Economy –media owners have the power to shape news agenda – turning information and culture into commodities Cultural Studies Cultural Studies

15. Marshall McLuhan 1911-1980 A technology determinist, McLuhan believes that technology is the force in social change A technology determinist, McLuhan believes that technology is the force in social change McLuhan was trying to explain the significant of electronic media on human experience McLuhan was trying to explain the significant of electronic media on human experience

16. Marshall McLuhan… Media (assumed to) have a potential significant influence, but it is particular ideas and values conveyed by the media (in their content) which area seen as the primary causes of social change, irrespective to who owns and controls Media (assumed to) have a potential significant influence, but it is particular ideas and values conveyed by the media (in their content) which area seen as the primary causes of social change, irrespective to who owns and controls Changes in media forms and technology can change our way of gaining experience in essential ways and even our relations with others Changes in media forms and technology can change our way of gaining experience in essential ways and even our relations with others

17. “The Medium is the Message” The world moved from one era (period) into the next due to new developments in communication technology. The world moved from one era (period) into the next due to new developments in communication technology. TribalAge LiterateAge PrintAge ElectronicAge Invention of Phonetic Alphabet (2000-1500 B.C) Invention of Printing Press (1450) Invention of Telegraph(1850) “The Medium is the Message” – would we have known the extent of the Tsunami’s devastation if not for TV ? “The Medium is the Message” – would we have known the extent of the Tsunami’s devastation if not for TV ?

18. Marshall McLuhan… We learn the world through different media of communication. We learn the world through different media of communication. E.g. 1) we learn about the power of tsunami through television, print media, and the internet. Now, the word “tsunami” creates a different idea in our head. E.g. 2) we used to learn about information about the world through oral communication, book, newspaper, radio, television, internet.

19. Marshall McLuhan… All media are the “extension of man”. Print, radio, television… All media are the “extension of man”. Print, radio, television… Each medium transcends the boundaries of experience reached by earlier media. Each medium transcends the boundaries of experience reached by earlier media. E.g. 1) Radio provides sound. Newspaper provides print text. Television provided sound and images. The Internet combines print text, sound and visual images.

20. Process of Thought Speech Writing Print Telegraph Written Word “The medium is the message” Concept 1: “The content of any medium is always another medium” (McLuhan, 1965, p. 7).

21. “The Medium …” … E.g. 1) The content of writing is speech., The content of speech is the process of thought. Speech is the medium of the process of thought. E.g. 1) The content of writing is speech., The content of speech is the process of thought. Speech is the medium of the process of thought. E.g. 2) The content of print is written word. The content of telegraph is print. Therefore, print can be a content of another medium or it can be a medium of a content. E.g. 2) The content of print is written word. The content of telegraph is print. Therefore, print can be a content of another medium or it can be a medium of a content.

22. “The Medium …” … Concept 2: “For the ‘message’ of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs” (McLuhan, 1965, p. 8). Concept 2: “For the ‘message’ of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs” (McLuhan, 1965, p. 8). E.g. The railway - introduce movement, transportation, wheel and road into human society- Also accelerated and enlarged the scale of previous human functions, creating totally new kinds of cities and new kinds of work and leisure. This happened whether the railway functioned in a tropical or northern environment, and is quite independent of the freight or content of the railway medium. (McLuhan, 1965, p. 8)

23. “The Medium …” … Concept 3: “The content or uses of such media are as diverse as they are ineffectual in shaping the form of human association” (McLuhan, 1965, p.9). Concept 3: “The content or uses of such media are as diverse as they are ineffectual in shaping the form of human association” (McLuhan, 1965, p.9). E.g. 1. G. E. Company – makes money from selling light bulb but it is also in the business of moving information It is the medium that shapes and controls the scale and form of human association and action

24. To be continued….. Next week To be continued….. Next week

25. Tutorial Questions Week 2 1. Name a few technologies and explain how those technologies are connected to our culture and society. 2. Discuss the “neutrality” of technology. Do you agree that technology will never be neutral? 3. Name and explain other types of communication that was not mention in the lecture note?

26. Tutorial Questions – Week 3 1. What is information society? 2. Do you agree with McLuhan’s “the media is the message”? Justify. 3. Between technological determinism and social determinism, which point of view do you agree with and why?

27. References 1.Green, L. (2001). Communication, Technology and Society. Thousand Oaks, CA: Sage. 2.McLuhan, M. (1994). Understanding Media: The extensions of man. London: The MIT Press. 3.Mirabito, M. M. & Morgenstern, B. L. (2004). The new communication technologies (5th ed). New York: Focal Press. 4.Straubhaar, J.D., & LaRose, R. (2002). Media Now: Communications Media in the Information Age. Belmont, CA: Wadsworth/Thomson Learning.