Technological Determinism- “what techonologies do to the people”- overwhelming and inevitable effects of technologies on users, organizations, and societies- technology as an extra force introfuced to society- criticismso no human agency is assumedo culture, norms, regulations affect techonologyo “Technology cannot determine cultural or social outcomes, as technology is merely the extension of human capacity” (Raymond Williams 1974, 1983)Social Construction of Technologies- “What people do with technologies”- The case of the Interneto Result of complex social processes Government funding The culture of compuer enhusiasts Commercial interests User preferenceso Web 2.0 Emphasis on interactivity and sharing Had existed since the internet’s inception, but was put to uses after marketing successo The 1% rule Participation inequality For every person who creates contents, there are 99 who do not 90-9-1 rule: 90% lurkers, 9% occasional contribution, 1% heavy contributionHow Media technology Matters- Media’s impact on time and spaceo Never ending news cycleo Time shifting and binge viewing Consuming media contents are not bounded b timeo Crossing social boundaries Children’s and adult’s worlds blurredo Changing sense of community Virtual communityo Network society Internet as the technological basis of the new organizational form Interaction between technology and human agency - The ride of television imageso Tv as the serious cause for the decline of the public lifeo Pseudo-events The distinction between image and reality is blurred Hyper-realityo However, the above arguments tend to be technologically deterministic- New media and the culture of distractiono Broke physical and social connectionso A new set of skill is valued Referencing and retrieving rather than understandingo Attention deficit cultureo Generation Me Self-absorptionNew Media Technologies and Social Forces- The Business Models of New Media Companieso Managing access through portals and search engines Portal strategies Google’s targeted approach- The limit of selling contentso Challenges of digital piracy- The wisdom of the crowdo User-generated contents and collaborationThreat to Privacy- Behavioral targetingo Cookies and trackerso Target advertising Reach audiences already predisposed to respond to their messageso Scraping Copying online conversations and personal information from social networking siteso Government surveillance Collecting data on national security concernsMedia Fragmentation - Long tail business modelo Huge and diverse productso A large number of items selling in small quantities- Internet fragmentation o Too many producerso Fragmented audience In search of audienceo Concern for cultural unity vs. alternative