In recent centuries, media communication technology has developed in unprecedented ways. This growth has led to the rise of different schools of thought all aimed at understanding the phenomenon. Consequently, there are conflicting views of whether the developmental influences started with the society creating technology, or instead, technology paved the way for the noted societal changes. These contradictory schools of thought have led to the rise of technological determinism and social construction of technology respectively. Technological determinism is viewed by many as presenting a reductionist view. This is because it proposes that both the current and evolving technologies not only result in social change but also are responsible for various historical events. This is in contrast to the social construction of technology. This alternative theory reckons that humans and the society at large are responsible for driving the development of new technology. Conflicting perspectives and ideas characterize these two approaches to understanding media technology.
Inherent in technological determinism is the assumption that the development of technology assumes a predictable path that is outside of both political and cultural influence. It also advances the narrative that technology, whether internet, media, machinery of any other form is a key driver of economic and social change. According to this theory, technological advances are at the centre of modernity and proceed without the intervention of the environment. In this regard, the theory portrays a lack of reciprocity with anything that is unscientific. For instance, in 1965, Gordon Moore predicted that the physical size of a vital technological component would be halved every two years. However, despite the reduction in physical size, the capacity of such components would be doubled. This prediction has and is continuing to influence technological advancement.
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This reductionist theory also postulates that a society's technology is responsible for its social structure, cultural values as well as history. Therefore, in technological determinism, technology is believed to be a critical driving force in the society. Likewise, there is a belief that social progress is made possible by technological innovation, which follows an inevitable course. Moreover, this school of thought reckons that technological development determines social change and that technical forces determine both cultural and social changes. Generally, technological determinism is characterized by two ideas. The first idea is that technological development assumes a traceable and predictable path which is beyond political and cultural influence. The second idea is that technology impacts on societies that are inherent rather than those that are socially conditioned, and that the society organizes itself in a way that supports and allows further development of technology on its introduction.
Technological determinism can be divided into two vital arms. These are hard determinism and soft determinism. Hard determinists view and appreciate technology as capable of developing independent of social concerns. In this regard, they argue that technology results in a set of powerful forces that act to regulate social activity as well as its meaning. Going by this view of determinism, individuals organize themselves to meet the needs of technology. On the other hand, the outcome of this organization is beyond the individuals' control in that they do not have a choice regarding the outcome. Soft determinism, on the other hand, offers a passive view of how technology interacts with political as well as social situations. In this case, soft determinists support the belief that technology is the guiding force in the evolution of humanity. However, they also reckon that individuals have a chance of making decisions about the outcomes of technologically driven events. Another perspective of soft determinism is the notion that the society ought to adjust to the consequences of various vital inventions. Nevertheless, it has been observed that the society does this following a period of cultural lag. One notable example of soft determinism can be demonstrated by Luddites who were opposing the introduction of machinery during the industrial revolution.
The tenets of technological determinism are in contrast to the theory of social construction of technology (SCOT). This theory holds that the society significantly shapes innovation, as well as the impacts of technology on human beings. This is achieved through influence on economic arrangements, politics and culture. According to this theory, technology develops following and as a result of societal changes. Social constructivist, thus, argue that technology is not a determinant of human action. Rather, it is the human action that shapes technology. Likewise, the manner in which technology is utilized cannot be understood without an understanding of how the particular technology is integrated into its social context. Therefore SCOT can be viewed as a response to technological determinism. Due to this, SCOT is often referred to as technological constructivism.
This theory holds that for one to understand the reasons for the acceptance or rejection of technology, he or she should look at the social world. Thus, it is not enough for one, according to SCOT, to interpret the success of a particular technology by perceiving it to be the best. Instead, the individual has to explore the definition of the criterion used to classify the technology as being the best. Likewise, he or she has to focus on the stakeholders and groups that take part in defining that technology. Specifically, it is critical to inquire about the individual who is responsible for determining the technical criteria through which the success is measured. Also, the individual has to find out the reason why the technical criterion is defined in a certain way, and lastly, who is excluded or included. Thus, SCOT is both a theory and a methodology. This is because it formalizes the principles and steps an individual can follow when he or she is interested in analyzing the causes of technological successes and failures.
