People these days are careless about how technology affects our nature even our society. Technology is influenced by people who find themselves influenced by social pressures and their own values. Technological determinism is a reductionist doctrine that a society’s technology determines its cultural values, social construction, or history.
It is this activating dimension of fashionable free radio that the majority distinguishes it from the standard pacifying operations of the mass media and that additionally posed the greatest menace to the authorities; if people have been simply sitting at home listening to unusual political broadcasts, or being urged to participate in typical, organised political actions corresponding to demonstrations that will be tolerable however once you begin mobilising a large and unpredictable political affectivity and subjectivation that’s autonomous, self-referential and self-reinforcing, then this can be a cause for panic on the part of the forces of social order, as was amply demonstrated in Bologna in 1977.
He watched the company co-option of the ideas in his book Media Virus” (1996).His work identifying how hidden agendas in widespread culture impact on society was interpreted by the PR industry as a guide to the way to market their products within the fashionable world.
A more notorious anti-technological treatise is Industrial Society and Its Future , written by the Unabomber Ted Kaczynski and printed in a number of main newspapers (and later books) as a part of an effort to end his bombing marketing campaign of the techno-industrial infrastructure.
In our trying to acknowledge the real reality in communication, we turn to another college of although that is of the opinion that since technology is an integral a part of the social course of, judgement must be postponed till the whole social construction is evaluated.