Communication Communication TechnologyTechnology

UAMG 3053UAMG 3053

Week 1Week 1Ms Kumutham Ms Kumutham

Intro…Intro…

Why do we concern about Why do we concern about technologytechnology?? construct the sense of ourselves, the construct the sense of ourselves, the

communities we live. communities we live. How?How? We spends more time consuming the We spends more time consuming the

mediamedia Social and cultural developments are Social and cultural developments are

depended on technology depended on technology advancementsadvancements

IntroIntro…communication technology…communication technology

Why do we concern about Why do we concern about communication technologycommunication technology??

Most of the economic activities are in Most of the economic activities are in information and service industriesinformation and service industries

Uncertainty impact of new media Uncertainty impact of new media upon existing social structuresupon existing social structures

Information workers dominate Information workers dominate workforceworkforce

Technology and CulturesTechnology and Cultures Technology changes how human Technology changes how human

communicatecommunicate All changes in communications pattern All changes in communications pattern

have complex social and cultural have complex social and cultural implication implication

Cultures create new communication Cultures create new communication technologies, which become integrated technologies, which become integrated as technocultures, which themselves as technocultures, which themselves fuel further technological innovationfuel further technological innovation

The Myth of TechnologyThe Myth of Technology

A central role in all human and societyA central role in all human and society The invention of technology has become a myth The invention of technology has become a myth

because people tend to tell stories about how because people tend to tell stories about how technologies started and the people who technologies started and the people who invented theminvented them

Social circumstance (economics, politics and Social circumstance (economics, politics and existing infrastructure) existing infrastructure) determines which determines which technologies are adapted, and which languish.technologies are adapted, and which languish.

The reasons why things develop as they do are The reasons why things develop as they do are not technological reasons, they are social not technological reasons, they are social reasonsreasons

Is Technology Neutral?Is Technology Neutral?

Technology was once viewed as Technology was once viewed as neutral where no one could stop the neutral where no one could stop the development and no one can be development and no one can be blamed for the way it progressedblamed for the way it progressed

Technology is only neutral if no one Technology is only neutral if no one know what the technology is used forknow what the technology is used for

A technology cannot remain neutral A technology cannot remain neutral when it is being used or adapted by when it is being used or adapted by the societythe society

Is Technology Neutral?...Is Technology Neutral?...

It is up to the uses of that particular It is up to the uses of that particular technology technology

Differences of gender, wealth, power Differences of gender, wealth, power and education all determine that and education all determine that knowledge powerknowledge power

Copyright, patents and intellectual Copyright, patents and intellectual property rights indicate that those property rights indicate that those who develop technology who develop technology

……Neutral? Neutral? Gun ControlGun Control A massacre in Australia in 1996 has A massacre in Australia in 1996 has

lead to stricter gun controls in that lead to stricter gun controls in that country. But the same event has country. But the same event has been interpret by U.S.A. as more been interpret by U.S.A. as more guns should be allow in the societyguns 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 Neither technology nor culture is

neutral – both reflect people and neutral – both reflect people and society, the power of different social society, the power of different social groups and the outcomes of groups and the outcomes of competing prioritiescompeting priorities

Types of CommunicationTypes of Communication

1. Intra-personal Communication1. Intra-personal Communication – – exchange information we have with exchange information we have with ourselvesourselves

2. Inter-personal Communication2. Inter-personal Communication - -communication between two or communication between two or more peoplemore people

3. Small group communication3. Small group communication – – involves fewer than a dozen peopleinvolves fewer than a dozen people

Types of CommunicationTypes of Communication

4. Large-group communication – 4. Large-group communication – involves anywhere from zero to involves anywhere from zero to several hundred participantsseveral hundred participants

5. Mass Communication5. Mass Communication – one-to-many – one-to-many communication delivered through communication delivered through an electronic or mechanical an electronic or mechanical channel.channel.

6. Computer-mediated Communication6. Computer-mediated Communication – communicating via a universal – communicating via a universal network of computers [Internet]network of computers [Internet]

Technological and Social Technological and Social DeterminismDeterminism

Technological determinismTechnological determinism – the – the features of the technology that features of the technology that determined its use, and the role of a determined its use, and the role of a progressive society was to adapt to progressive society was to adapt to (and benefit from) technological (and benefit from) technological changechange

Social determinismSocial determinism – society is – society is responsible for the development and responsible for the development and deployment of particular deployment of particular technologiestechnologies

Technological determinismTechnological determinism Communication media change everything Communication media change everything

else in societyelse in society Technology drives society changeTechnology drives society change Marshall McLuhan - most famous Marshall McLuhan - most famous

technology deterministtechnology determinist He proposed that new media He proposed that new media

technologies determine culture technologies determine culture The form of media rather than their The form of media rather than their

content that matterscontent that matters E.g., Print – linear format of human livesE.g., Print – linear format of human lives

Technological determinism…Technological determinism…

Global Village – electricity resumes Global Village – electricity resumes person-to-person relations as if on the person-to-person relations as if on the smallest village scalesmallest village scale

Technology as dominant social forceTechnology as dominant social force E.g., computer foster technology that E.g., computer foster technology that

extended its control to all aspects of extended its control to all aspects of lifelife

Media drive culture – exist to educate, Media drive culture – exist to educate, not to entertainnot to entertain

Social determinismSocial determinism Media reflect culture but do not create Media reflect culture but do not create

cultureculture E.g., American created their own E.g., American created their own

culture from European “high culture”culture from European “high culture” Critical perspectivesCritical perspectives Political Economy –media owners have Political Economy –media owners have

the power to shape news agenda – the power to shape news agenda – turning information and culture into turning information and culture into commodities commodities

Cultural StudiesCultural Studies

Marshall McLuhan Marshall McLuhan 1911-19801911-1980

A technology determinist, McLuhan A technology determinist, McLuhan believes that technology is the force in believes that technology is the force in social changesocial change

McLuhan was trying to explain the McLuhan was trying to explain the significant of electronic media on significant of electronic media on human experiencehuman experience

Marshall McLuhan…Marshall McLuhan… Media (assumed to) have a potential Media (assumed to) have a potential

significant influence, but it is particular significant influence, but it is particular ideas and values conveyed by the ideas and values conveyed by the media (in their content) which area media (in their content) which area seen as the primary causes of social seen as the primary causes of social change, irrespective to who owns and change, irrespective to who owns and controlscontrols

Changes in media forms and Changes in media forms and technology can change our way of technology can change our way of gaining experience in essential ways gaining experience in essential ways and even our relations with othersand even our relations with others

““The Medium is the Message”The Medium is the Message” The world moved from one era (period) into The world moved from one era (period) into

the next due to new developments in the next due to new developments in communication technology.communication technology.

TribaTriball

AgeAge

LiteratLiteratee

AgeAge

PrintPrint

AgeAge

ElectronicElectronic

AgeAge

Invention of Invention of

Phonetic Phonetic AlphabetAlphabet

(2000-1500 B.C)(2000-1500 B.C)

Invention of Invention of

Printing PressPrinting Press

(1450)(1450)

Invention of Invention of

TelegraphTelegraph

(1850)(1850)

““The Medium is the Message” – would we have The Medium is the Message” – would we have known the extent of the Tsunami’s known the extent of the Tsunami’s devastation if not for TV ?devastation if not for TV ?

MarshallMarshall McLuhan…McLuhan… We learn the world through different We learn the world through different

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

Marshall McLuhan…Marshall McLuhan… All media are the “extension of All media are the “extension of

man”. Print, radio, television…man”. Print, radio, television… Each medium transcends the Each medium transcends the

boundaries of experience reached by boundaries of experience reached by earlier media. earlier media. E.g. 1) Radio provides sound. E.g. 1) Radio provides sound. Newspaper provides print text . Newspaper provides print text . Television provided sound and Television provided sound and images. The Internet combines print images. The Internet combines print text, sound and visual images.text, sound and visual images.

Process of Thought

SpeechWriting

Print

Telegraph

Written Word

““The medium is the message”The medium is the message”

Concept 1Concept 1: : “The content “The content of any medium of any medium is always is always another another medium” medium” (McLuhan, (McLuhan, 1965, p. 7).1965, p. 7).

““The Medium …” …The Medium …” … E.g. 1) The content of writing is E.g. 1) The content of writing is

speech., The content of speech is the speech., The content of speech is the process of thought. Speech is the process of thought. Speech is the medium of the process of thought.medium of the process of thought.

E.g. 2) The content of print is written E.g. 2) The content of print is written word. The content of telegraph is print. word. The content of telegraph is print. Therefore, print can be a content of Therefore, print can be a content of another medium or it can be a medium another medium or it can be a medium of a content.of a content.

““The Medium …” …The Medium …” … Concept 2Concept 2: “For the ‘message’ of any : “For the ‘message’ of any

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

““The Medium …” …The Medium …” … Concept 3Concept 3: “The content or uses of : “The content or uses of

such media are as diverse as they such media are as diverse as they are ineffectual in shaping the form of are ineffectual in shaping the form of human association” (McLuhan, 1965, human association” (McLuhan, 1965, p.9).p.9).

E.g. 1. G. E. Company – makes money E.g. 1. G. E. Company – makes money from selling light bulb but it is also in the from selling light bulb but it is also in the business of moving informationbusiness of moving informationIt is the medium that shapes and controls It is the medium that shapes and controls the scale and form of human association the scale and form of human association and actionand action

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

Tutorial Questions Week 2Tutorial Questions Week 2

1. Name a few technologies and 1. Name a few technologies and explain how those technologies are explain how those technologies are connected to our culture and society. connected to our culture and society.

2. Discuss the “neutrality” of 2. Discuss the “neutrality” of technology. Do you agree that technology. Do you agree that technology will never be neutral? technology will never be neutral?

3. Name and explain other types of 3. Name and explain other types of communication that was not mention communication that was not mention in the lecture note?in the lecture note?

Tutorial Questions – Week 3Tutorial Questions – Week 3

1.1. What is information society?What is information society?

2.2. Do you agree with McLuhan’sDo you agree with McLuhan’s “the “the media is the message”? Justify.media is the message”? Justify.

3.3. Between technological determinism Between technological determinism and social determinism, which point and social determinism, which point of view do you agree with and why?of view do you agree with and why?

ReferencesReferences1.1. Green, L. (2001). Green, L. (2001). Communication, Technology Communication, Technology

and Societyand Society. Thousand Oaks, CA: Sage.. Thousand Oaks, CA: Sage.

2.2. McLuhan, M. (1994). McLuhan, M. (1994). Understanding Media: Understanding Media: The extensions of man. The extensions of man. London: The MIT London: The MIT Press.Press.

3.3. Mirabito, M. M. & Morgenstern, B. L. (2004). Mirabito, M. M. & Morgenstern, B. L. (2004). The new communication technologies (5th The new communication technologies (5th ed). ed). New York: Focal Press.New York: Focal Press.

4.4. Straubhaar, J.D., & LaRose, R. (2002). Straubhaar, J.D., & LaRose, R. (2002). Media Media Now: Communications Media in the Now: Communications Media in the Information Age.Information Age. Belmont, CA: Belmont, CA: Wadsworth/Thomson Learning. Wadsworth/Thomson Learning.