Marshal McLuhan’s

technological determinism

Supervisor : dr.abdelhak
Authors :
Tabbech Wissem
Belaid ismahane
 Introduction
 Chapter1 :understanding technological
determinism
Section 1 : who is Marshall MCLuhan
Section 2 : explanation of the concept and its
Significance
Section 3 :MCLuhan’s perspective on
Technological determinism
 Chapter2 :
Chapter1 :understanding technological
determinism
Who is Marshall MCLuhan :
Herbert Marshall McLuhan (21 July 1911 – 31
December 1980) was a Canadian professor of English,
but became a media icon and a philosopher of
communication theory and a public intellectual. His
1964 book « Understanding Media » and catchy
phrases like « the medium is the message » made him
a media guru. McLuhan explored how communication
technologies like print or TV shape our perception and
society, sparking debates that continue today. All his
work is viewed as one of the cornerstones of the study
of media theory, as well as having practical
applications in the advertising and television industries.

Explanation of the concept and its

significance :
Technological determinism suggests that technology primarily
shapes society, rather than being a tool we control. It originated
in the early 20th century with scholars like those from the
Frankfurt School, and Marshall McLuhan contributed significantly
to this idea. He believed that "We shape our tools, and thereafter
our tools shape us." This view sees technology as autonomous,
driving social change in a specific direction. The recent AI
revolution exemplifies this, reshaping industries and creating new
norms. While it offers benefits, like job automation, it also poses
challenges like job displacement. We must balance these benefits
and challenges and ask ourselves how we can use technology for
the greater good while ensuring equitable distribution of its
benefits and aligning its development with societal values

McLuhan perspective on technological

determinism
In "Understanding Media," McLuhan delves into the concept of
technological determinism by examining how different forms of
media—such as the printing press, radio, television, and the
internet—affect human consciousness and social organization.
He emphasizes that the introduction of a new medium alters the
entire cultural landscape, not just through the content it delivers,
but through the ways it reshapes human perception, cognition,
and social structures.

McLuhan contends that each medium has its own unique effects
on human senses and cognition. For example, he argues that
print media fosters a linear, rational mode of thinking, whereas
electronic media (like television and the internet) encourage a
more fragmented, nonlinear way of processing information. He
coins the term "global village" to describe how electronic media
collapse spatial and temporal distances, creating a sense of
interconnectedness and simultaneity among people around the
world.

Moreover, McLuhan suggests that technological innovations

have unintended consequences, often altering societal values and
norms in unexpected ways. He warns against the blind adoption
of new technologies without considering their broader social and
cultural impacts. Overall, McLuhan's perspective on technological
determinism underscores the profound influence of media
technologies on human civilization, urging us to critically examine
how we engage with and are shaped by our communication
tools.

Technological determinism criticism :

Critics of technological determinism present several ethical arguments against
its concepts, including:

 Reduced human agency– By the nature of its definition, technological

determinism disputes the agency of the human in charge, overlooking the
role of society and individuals in the development of tech.
 Simplification of social dynamics– Tech determinism oversimplifies
complex dynamics within social settings, attributing most change solely to
technological factors. Tech determinism disregards many social dynamics.
 Neutrality of technology– Critics of tech determinism argue that technology
is not innately neutral. That is to say, some technology can be detrimental, of
minimal value, and lead to negative outcomes.

CRITICISMS AND COUNTERARGUMENTS

AGAINST TECHNOLOGICAL DETERMINISM
There has and will likely always be a debate over the best ways to understand
technology and humanity as well as the ways that they influence each other.
While technological determinism has gained ground among many leading
thinkers, it has detractors in many corners of the world, too.

Criticisms of technological determinism largely focus on the disdain the theory

has for society and its impact on the human condition. As studies continue to
mount, more scholars are looking at how technology and society weave
together to create overarching change in the world.

Further criticisms and arguments against technological determinism include:

 Class and power struggles– Technological advancements are primarily

concentrated and distributed at the top of the financial class structure. This
leaves tech determinism in the unenviable position of contributing to class
struggle and social inequity.
 Environmental impact– Technological developments aren’t always innately
bad for the environment, but in recent history, a considerable number have
trended in that direction.
 Lack of transparency– Technological determinism is criticized by many
philosophers because it underscores a lack of transparency and
accountability that is not mirrored in social constructivism (which, conversely,
suggests our reality is created by individuals and society through social
interactions, cultural norms, and shared beliefs).

 Examples :

 In Marshall McLuhan's book "Understanding Media: The Extensions of Man,"
he talks about how inventions like the printing press changed society. For
example, he says the printing press affected things like how people think,
communicate, and organize themselves. He argues that inventions like this
have a big impact on history and culture, showing his belief in technological
determinism.
 Conclusion :

 Conclusion: The 21st century’s rapid technological advancements have
transformed how knowledge is created, shared, and evaluated in education.
Unlike other theories focused on learning objectives, the technological theory
emphasizes the tools and methods used to organize and deliver instruction. This
approach prioritizes planning, communication (including feedback), and
utilizing technology like computers and audiovisual equipment. It advocates for
measurable learning outcomes, standardized training procedures, and a
systematic approach to education, contrasting with less structured methods.