During this course, we have been focused on the effects that media contents have in people’s life. We have been studying different theories that pretend to explain those effects: Mass society theories, limited effects theory, two-step flow theory, etc. All these theories were focused on how powerful are the media messages. However, now I would like to focus on the technology, that makes new media possible. And the major question about technology is: Is the technology changing the society, or the society is determining the technology and its usage?
In order to answer this question and understand the causal flow between technology and society, some theories appeared. I would like to mention some of them, and focus on one specific that I think is the most convincing. First of all, I would like to talk about Technological determinism, that states technology is a powerful agent that directly influence the society, changing it. In my opinion, it is something like Mass Society theory, which believe that media messages directly influence people, changing their behaviors and lives, but applied to new technologies. However, there is another theory, social construction of technology, that states the opposites idea: people change both technology and society. Therefore, social factors determine the new technologies and their uses.
The theories explained before are very polarized, completely different one another. Nevertheless, I would like to stress on a third theory: Social shaping of technology. This is a theory that melt determinism and constructivism. The result is that people, technologies and institutions have power to influence the development and the uses of technology, not just the technology has this power (determinism) neither just society has this power (constructivism). All this agents (people, technology and institutions) are interrelated and determine the forms and the uses of technology in different times, places and groups. I think this is the most convincing theory because it cannot be as easy as the determinists and constructivists state, there must be more agents that determine the causal flow between technology and society. Additionally, there are examples that prove the power that people, technology and institutions have, related to technology and society changes. For example, sometimes technology change the society introducing a new technological tool that shake a the society. However, this change might not be in the whole world, instead, the influence might occur in a specific place, time and social group. On the other hand, people could change the technology by deciding, for example, what technology is most useful for them, and how they use it. Then, the technological industries will produce technological tools that the consumers want, changing the technology. Finally, institutions can change the development and the use of technology, for example, by introducing and promoting a specific technological system in the public institutions.
After this analysis, my conclusion is that, we are living in a technological era that is continuously changing, introducing new technologies and removing the obsolete ones. In this process people can change the technology and its uses but, also, technologies have the power to change the society by intruducing new technologies. This reciprocal process is shaping the world, is shaping our lives, and it is shaping me, as member of a society and user of technology.