ETEC 531 Cultural and New Media Studies

1. ETEC 531 Cultural and New Media Studies Dr. Stephen Petrina and Dr. Franc Feng Media Production #1 Education and Theoretical Frameworks Produced by Jill French

2. Theoretical frameworks help to inform different views about how we accept and exploit technology in our culture. • We do not all see the same potential in new technologies …. • "There is no reason anyone would want a computer in their home.“ Ken Olson, President, Chairman, and Founder of Digital Equipment Corporation, 1977 (NSMA, n.d.) …….

3. Although we cannot know for sure what the impact each new technology may have on different sectors in our culture (i.e. education) our view can limit or expand our vision. …….

4. There are many theories about the interaction between technology and culture. • They are complex and often difficult to untangle. • They range from …….

5. ….the view that technologies are separate and create change in cultures… … to the view that technologies are an intertwined and an integral part of culture. One way that we can illuminate some of the distinguishing features is to explore just three theories that cover most of the spectrum. …….

6. Here is one possible way of visualize the spectrum for theoretical frameworks on the relationship between technology and culture…..

7. New technologies……… …create cultural change …are one of many influences on cultural change …are an integral part of culture Technological Determinist Cultural Materialist Machinic Theory Please note that this is not an inclusive spectrum. There are many other theories that could be included.

8. This presentation explores… …… technological determinism, …… cultural materialism and ……machinic theoretical frameworks. …….

9. We will explore each theoretical framework by • reading a definition • viewing a visual conception • reading some informative quotes …….

10. Once we have explored these three frameworks, we will then discuss some implications these viewpoints may have on using technology in the classroom. …….

11. Part OneExploring Three Theoretical Frameworks • technological determinism New technologies……… …one of many influences on cultural change …integral part of culture …creates cultural change Machinic Theory Cultural Materialist Technological Determinist

12. a definition…. • Technological determinism is the view that technology is….. …….

13. ….'the prime mover' in history… particular technical developments, communications technologies or media, or, most broadly, technology in general are the sole or prime antecedent causes of changes in society…” (Chandler, n.d.) …….

14. We can visualize the technological determinist theoretical framework in the following way: …….

15. changing culture new technologies

16. Technology determinism is viewed from both positive and negative viewpoints. • Marshall McLuhan and Jean Baudrillard write about media technology and culture from a determinist perspective, but they do so from very different outlooks. …….

17. Marshall McLuhan sees media technology in a positive way and argues that media technologies enable people to become more aware of the world as a whole…. • “The new electronic interdependence recreates the world in the image of a global village” (in Moncur, 2005) …….

18. In contrast, Jean Baudrillard sees media technology in a negative way. • He argues that media technology creates what he calls “simulacra”. • This theory suggests that as a result of media technology we now experience the representation rather than the reality. …….

19. Referring to media imagery, Baudrillard states………… • “In the past, something would take place, then one would know it had taken place, then others would hear about it. Now, one knows everything before it has even taken place…” (Baudrillard, 1996) • “the image is the reflection of a basic reality… [until] it bears no relation to any reality whatever: it is its own pure simulacrum” (Baudrillard, 1993) …….

20. …. a second theoretical framework: 2) cultural materialism New technologies……… …creates cultural change …are one of many influences on cultural change …are an integral part of culture Technological Determinist Cultural Materialist Machinic Theory

21. a definition…. • Cultural materialism is the view that technology is not neutral and is… …….

22. one of many influences on a culture and “the best way to understand human culture is to examine material conditions - climate, food supply, geography, etc.” (McClernan , n.d.). • Andrew Feenberg adds to this by explaining that…. …….

23. “[what] it is to be an automobile or a television is settled by social processes that establish definitions of these objects and grant them specific social roles. Technology itself cannot determine the outcomes of these processes.” (Feenberg, n.d., ¶ 1) …….

24. We can visualize the cultural materialism theoretical framework in the following way:

25. new technologies climate geography changing culture social needs food supply political needs Note: this visual is not inclusive.

26. The theory of cultural materialism is also approached from different viewpoints. • “Williams emphasizes social need and political intention as significant factors involved in technological development… [for example, the] particular circumstances into which [radio and TV] technologies were introduced” (Murphie & Potts, 2003, p. 18) …….

27. Jacques Ellul expresses a rather negative perspective: • “Who is too blind to see that a profound mutation is being advocated here? A new dismembering and a complete reconstitution of the human being so that he can at last become the objective (and also the total object) of techniques” (Ellul, 1954 ) …….

28. …. a third theoretical framework: 3) ‘machinic’ New technologies……… creates cultural change …are one of many influences on cultural change …are an integral part of culture Technological Determinist Cultural Materialist Machinic Theory

29. a definition…. • The machinic theoretical framework is the view that technology is … …….

30. an integral part of culture, with culture comprising of the • “relations between technologies, animals, humans, and the world” (Murphie & Potts, 2003, p. 31). …….

31. We can visualize the ‘machinic’ theoretical framework in the following way:

32. Culture embodies and evolves from flowing and intertwined relationships including……. discourses political needs new technologies economics gender issues policies and laws social needs religious artistic voices old technologies institutions class relations Note: this visual is not inclusive.

33. This post-structural* approach reflects the “contradictory, dynamic elements of culture, …change no longer occurs between stable entities….[where]technologies, like rivers and streams ….are produced by particular contexts and change as these contexts change. Like rivers and stream, they flow into each other” (Murphie & Potts, 2003, pp 28 & 34). * views cultural elements as dynamic and unpredictable (Murphie & Potts, 2003, p. 28) …….

34. Sandra Braman’s informs the ‘machinic’ framework with a negative perspective as she speaks about experimentations in the area of biotics around non-human electronic intelligences and states: …….

35. “Some believe this "world brain" can be used to support real-time decision-making by humans for human purposes. • Others, however, note that according to self-organizing systems theory (and as suggested by the biological metaphor), at some point the network may achieve awareness of itself, what is described as self-consciousness in humans. • When that time comes, the network may choose to act independently of humans on its own behalf.” (Braman, 2002) …….

36. Part TwoImplications for the Classroom • We can approach integrating technology into our classroom from several perspectives, including these three theoretical frameworks. • Each framework suggests possible implications for how we might integrate technology into our teaching and learning environment. …….

37. The technological determinist view suggests that teachers have little control over using technology… • computers are here and we must use them • we need to use the programs available and teach the skills …….

38. The cultural materialism view suggests that technology is one of many influences on learning within the classroom, teachers can integrated technology as one of many tools: …. in a computer lab and taught as a separate subject ….used for developing writing skills …….

39. The machinist view suggests that technology can be integrated as an integral part of our classroom culture: its use can evolve and flow in relationships (i.e. curriculum, student needs) within a constructivist classroom to facilitate…. • social construction • deep thinking • complex activity • scaffolding • visualization

40. Some concluding thoughts from my machinic perspective, we can choose to… • fear, accept or embrace new technologies • exploit technologies’ unique features to support a constructivist classroom • modify technology use to best meet the needs of our individual learners • integrate technology seamlessly, becoming an integral and natural part of our students’ learning environment As teachers, we choose…... …….

41. References • Baudrillard, J. (1996). Vivisecting the 90s: An Interview with Jean Baudrillard. Retrieved June 4, 2005 from http://www.uta.edu/english/apt/collab/texts/vivisecting.html • Baudrillard, J. (1993). On the Murderous Capacity of Images. Retrieved June 4, 2004 from http://www.uta.edu/english/apt/collab/texts/precession.html • Braman, S. (2002). Posthuman Law: Information Policy and the Machinic World. Retrieved June 4, 2005 from http://www.firstmonday.org/issues/issue7_12/braman/index.html • Chandler, D. (n.d.). Technological or Media Determinism. Retrieved June 3, 2005 from http://www.aber.ac.uk/media/Documents/tecdet/tecdet.html • Feenberg, Andrew (n.d.). Summary Remarks on My Approach to the Philosophical Study of Technology. Retrieved June 3, 2005 from http://www-rohan.sdsu.edu/faculty/feenberg/method1.html

42. Ellul, J. (1954). The Technological Society. Retrieved June 4, 2005 from http://jan.ucc.nau.edu/~jsa3/hum355/readings/ellul.htm • Guattari, F. (1985). Pragmatic/Machinic: Discussion with Fe’lix Guattari. Retrieved June 4, 2005 from http://www.gpc.edu/~mnunes/guattari.html • McClernan, N. (n.d.). Cultural Materialism. Retrieved June 4, 2005 from http://www.cultural-materialism.org/cultural-materialism/whatis.asp • Moncur, M. (2005). Quotation Page. Retrieved June 4, 2005 from http://www.quotationspage.com/quote/24982.html • Murphie, A. and Potts, J. (2003). Culture and Technology. Palgrave McMillan: New York. • National School Boards Foundation (n.d.). Retrieved June 4, 2005 from http://www.nsba.org/sbot/toolkit/index.html