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Technological determinism: technology alone has the power to change the society.
Technology is central in transforming society
2\ utopian view = medium is good or was bad but its ge?ng beLer.
eg. TV
utopians believe
Theres something for everyone
you can choose to turn it o
but not only you can turn something o, they argue that it can eect posiAve change
publicize corrupAon / injusAce
act as an informaAonal and educaAonal force
to bring people together and start a conversaAon, and change lives
criAcs say it is:
it is totalizing
employs the myth of progress
the more you watch something, the beLer it is
ignores producAon hierarchies
it is an act of choosing
is there really something for everyone?
producAon companies favor over . Some group of people are not targeted by adverAsers.
3\ mirror view = medium reects reality or reects the interests of the audience
just give the audience what they want
argues that a medium reects society and its interests
media reects major social changes.
criAcs say it ignores
selecAve process of producAon
agenda-se?ng funcAon of media
possibility that audiences might disagree or interpret it dierently.
? How would dystopian argue this
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