Media and Technology

Read this chapter for a review of media and technology. As you read each section, consider the following topics:

  • Take note of how a functionalist might explain the social purposes of media and technology.
  • Focus on the bold terms throughout the chapter. Have you ever experienced technological inequality? Can you think of ways to overcome technological inequality?
  • Take note of the different types of media and their social impacts. What are some types of media common in your life? How might these mediums affect your everyday interactions?
  • Take note of the differences between media globalization and technological globalization. After reading about the impact of cell phones in Sub-Saharan Africa, what are your initial thoughts on shared phone programs?
  • Take note of the various theoretical perspectives pertaining to media and technology. In addition, Take note of the new theoretical perspective introduced in this chapter: the feminist perspective. Lastly, focus on how the social construction of reality will be affected by mass media.

Summary

Technology Today

Technology is the application of science to address the problems of daily life. The fast pace of technological advancement means the advancements are continuous, but that not everyone has equal access. The gap created by this unequal access has been termed the digital divide. The knowledge gap refers to an effect of the digital divide: the lack of knowledge or information that keeps those who were not exposed to technology from gaining marketable skills


Media and Technology in Society

Media and technology have been interwoven from the earliest days of human communication. The printing press, the telegraph, and the Internet are all examples of their intersection. Mass media have allowed for more shared social experiences, but new media now create a seemingly endless amount of airtime for any and every voice that wants to be heard. Advertising has also changed with technology. New media allow consumers to bypass traditional advertising venues and cause companies to be more innovative and intrusive as they try to gain our attention.


Global Implications of Media and Technology

Technology drives globalization, but what that means can be hard to decipher. While some economists see technological advances leading to a more level playing field where anyone anywhere can be a global contender, the reality is that opportunity still clusters in geographically advantaged areas. Still, technological diffusion has led to the spread of more and more technology across borders into peripheral and semi-peripheral nations. However, true technological global equality is a long way off.


Theoretical Perspectives on Media and Technology

There are myriad theories about how society, technology, and media will progress. Functionalism sees the contribution that technology and media provide to the stability of society, from facilitating leisure time to increasing productivity. Conflict theorists are more concerned with how technology reinforces inequalities among communities, both within and among countries. They also look at how media typically give voice to the most powerful, and how new media might offer tools to help those who are disenfranchised. Symbolic interactionists see the symbolic uses of technology as signs of everything from a sterile futuristic world to a successful professional life.