The improvement and increase in technological structures influence society and the people in it. A good case study showing the changes brought in the society by technology is the continuity of westernization in the middle east and other states in the world. Despite the fall of the Western Roman Empire in several states, it is essential to note that westernization, relations, and communications among these states are evident to present times. The advanced technological conditions in Europe lead to the development of trade routes, transport, and communication in other overseas countries. Due to the advancement of European nations, it is easy to manipulate and take control of other underdeveloped nations. With this case study, it is essential to note that technology determines people’s lives and keeps the ruling class in power. Technology also enables the reproduction of various products, making it easy to manipulate the messages passed across like print media, thereby causing biasness.
Two theories shed light on the effects of media technology on society. The technological determinism theory, mainly explained by Harold Adams Innis and Marshall McLuhan in the Toronto school, is one of the essential theories discussed. Technological determinism stipulates that technology reorganizes the culture and political system in society (Comor, 2010). According to Innis, the media acts as a medium separate from the content (Comor, 2010). For instance, print media is a medium on its own, while the content passed across is considered a separate entity. Through this explanation, Innis elaborated on the use of power to manage society. Since technological advancements promote the ways news and information are spread, those who control the media gain monopoly of knowledge. The ruling class determines what is presented to the audience, thereby dominating the social and political system.
Harold Adams Innis influenced Marshall McLuhan, who elaborated his study on technological determinism. According to McLuhan, media technology reorganizes social ideologies. For instance, the development of visual media like television makes it possible to spread information to different states. Technological advancement necessitates the production of materials used to improve roads and other infrastructure (Comor, 2010). Through infrastructure improvement, different states find it easy to interact and carry out trade activities, as in the mentioned case study of Europe and middle east countries. The production of media technology influence what the audience receives. Since those in power create biases in what is presented, they influence and determine the ideologies spread in the community.
An example of technological determinism is the use of media to spread political ideologies among individuals. Since most people easily interact in online spaces, it is easy to spread information about a particular political leader and promote their ideologies. By showing the leader’s positive traits, the audience is lured into believing in them and voting in their favor. Such a leader’s appointment may be biased because only positive attributes were presented even though they may have flaws and cannot lead. This example shows how easy it is for media controllers to manipulate the content presented and spread their ideas.
The critical theory presented by Walter Benjamin and adopted by the Frankfurt school elaborates on the effect of technology on the authenticity and originality of art. Walter Benjamin explains that technology makes it possible to reproduce an art piece (Benjamin, 2008). Since it is hard to access historical artworks, most people resort to producing replicas of such objects. As much as there may be similarities in art pieces, the reproduction loses the original aura of the art. Viewing art pieces in museums help preserve the ambiance of the object. However, presenting such works on screens strips off the authenticity required.
According to Benjamin, technological advancement necessitates the reproduction of many copies of news presented. Translation of spoken words, for instance, may cause changes in the original information given (Benjamin, 2008). Reproduction of many copies of print media makes it possible for individuals to change the meaning or alter the correct message intended for the audience. Benjamin’s approach help indicates that since it is easy to change the original work, media controllers can easily manipulate the news they present, thereby asserting dominance and power in the society. Despite the loss of authenticity in some art objects, Benjamin recognizes the positive effects of technology. Some of these effects include making it possible for everyone to access art pieces in museums and social progressiveness.
An example of the decay of aura due to technology is the presentation of traditional artifacts on social media. Such displays prove hard to understand since the audience can hardly get the feel of the ancient era. Due to the introduction of photography, it is also hard to acquire artifacts like wood carvings, ornaments, and pottery. Most people resort to taking pictures of objects that look similar to the mentioned objects. The spreading of information across continents is, however, facilitated by technology. Despite decay in the aura, reproduction promotes the closeness of nations making the world a global village. As mentioned in the case study, the expansion of trade routes and other communication lines was necessitated by technology, thereby showing that reproduction or remediation may positively affect society.
Learning these theories is essential to all communication scholars and individuals. Through the knowledge of the effects of technology in media and communication, individuals find better ways of experiencing historical art. For instance, individuals can visit museums and other historical places to experience and feel the various ancient objects. This knowledge also enables community members to know how those in power manipulate media to promote their ideologies. By understanding the theories, it is easy for individuals to encourage progressiveness in society and mitigate the adverse effects caused by technology on media and communication.
References
Benjamin, W. (2008). The work of art in the age of mechanical reproduction. Penguin Books Limited.
Comor, E. (2010). Harold Innis and ‘The bias of communication.’ Information, Communication & Society, 4(2), 274-294. Web.