on technology, that is has become second nature. The automatic flick of your finger to turn something on; the apparent need to log in to Windows' and MSN Messenger Service' the moment you step into the house; the excitement of tuning in to a weekly episode on television so you can discuss "why Mark dumped Jenny" the following morning at work. How and when did this obsession with technology creep into modern society? This integration of technology into our everyday lives is a phenomenon that has us seek explanations of its influences on each other, as well as the cause and effect of technology (Potts 1989:10). Therein, Williams discusses that over time, television has resulted in changes of social behaviours, as well as cultural and psychological conditions (Williams 1990:9). The main question being, did technology bring about this new society, or did society give birth to technology (Potts 1989:10).
Technology and society has a complex relationship (Potts 1989:10), and it is necessary to find ways to relate the two (Williams 1981:227). The term technological determinism is the belief that society determines the uses of technology, not the other way around (glossary/muso.monash.edu.au). From this perspective, the invention of a technology is to serve pre-existing and pre-defined needs most notably the manipulation of technology by social institutions to influence the masses. Thus technology is only symptomatic of wider social concerns (Potts 1989:11). Using television as an example of how it has changed modern society, television is viewed as the product of scientific and technical research with the ability to inform, educate and entertain, replacing previous mediums, and previously prevalent technology, to meet the social, economic and political demands of a society (Williams 1990:12). Williams goes on to mention the causes and effects of the invention television. The following points outline, the cultural causal factors of complex... [continues]
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