Introduction Fo Communication

We have become so dependent

on technology, that is has become second nature. The automatic flick of your finger to turn something on; the apparent need to log in to Ð''Windows' and Ð''MSN Messenger Service' the moment you step into the house; the excitement of tuning in to a weekly episode on television so you can discuss "why Mark dumped Jenny" the following morning at work. How and when did this obsession with technology creep into modern society? This integration of technology into our everyday lives is a phenomenon that has us seek explanations of its influences on each other, as well as the cause and effect of technology (Potts 1989:10). Therein, Williams discusses that over time, television has resulted in changes of social behaviours, as well as cultural and psychological conditions (Williams 1990:9). The main question being, did technology bring about this new society, or did society give birth to technology (Potts 1989:10).

Technology and society has a complex relationship (Potts 1989:10), and it is necessary to find ways to relate the two (Williams 1981:227). The term technological determinism is the belief that society determines the uses of technology, not the other way around (glossary/muso.monash.edu.au). From this perspective, the invention of a technology is to serve pre-existing and pre-defined needs most notably the manipulation of technology by social institutions to influence the masses. Thus technology is only symptomatic of wider social concerns (Potts 1989:11). Using television as an example of how it has changed modern society, television is viewed as the product of scientific and technical research with the ability to inform, educate and entertain, replacing previous mediums, and previously prevalent technology, to meet the social, economic and political demands of a society (Williams 1990:12). Williams goes on to mention the causes and effects of the invention television. The following points outline, the cultural causal factors of complex social forces which influenced the need for invention and its possible, pre-determined uses.

In the 1960s, it was examined that in the remote villages of rural Lebanon, there was a passion for owning radios which allowed them access to stories and information around the globe. It was later proven that with the availability of television, women in Lebanon were able to see western women in roles other than that of filial daughters, devoted wives and modest sisters (Cohen & Kennedy 2000:257). This resulted in women, not just in Lebanon but in most parts of the world, expressing more personal freedom in their lifestyles. Television was able to provide some form of enlightenment and education to these people which resulted in the above mentioned societal effects with regards to women's beliefs. Technology again is a cause in this societal effect.

Research studies affirm the connection between television and actual violence (Cohen & Kennedy 2000:258). It is possible that people, especially children, arbitrarily draw images and ideas from the television. Nevertheless, this argument is always debated. In a way, the more we see of violence, the more we become insensitive and eventually immune to it. Both ways confirm that it is a dangerous and hostile world out there.

Violence aside, the long hours of television watching produces some kind of osmosis effect where children in particular, are unable to distinguish fantasy from reality. Some post-modernists embrace this illusion of a boundary between the imaginary and the real (Cohen & Kennedy 2000:258). It is possible that children mimic what they see on television often to undesirable consequences. What would be definite is that television and technology is capable of shaping society in one way or another.

Technology alters many institutions and forms of social relationships via television with its great power as a medium of social communication (Williams 1990:11). Drama serials and movies often portray different messages with regards to social institutions like family, government, religion and even politics. During the Cold War, American movies often portray the Russians as the "evil-doers" or "villains" in their films so as to perhaps fulfil a political agenda and to incite worldwide condemnation of the Russians (Hobsbawn 1995:228). A more recent example would be Michael Moores' controversial messages in Fahrenheit 9/11. People could be influenced by these messages movies portray. It is possible that the social relations between Russians and people from other parts of the world are nothing more than cordial (Hobsbawn 1995:250). People are able to manipulate technology to their advantage to influence the masses. It is unclear if technology is a cause or is it in relations to other kinds of causes but technology clearly has an effect on social institutions and social relations as well.

Technology possesses the innate ability to alter certain basic perceptions of reality (Williams 1990:11). As mentioned above, the messages portrayed by television are capable of influencing people in many ways. An example is how many American children call their parents by their first names. In most Asian societies, this is deemed unacceptable where filial piety and respect to one's elders is preached incessantly (Karthigesu 1994:93). In this manner, television can to a certain extent diminish the power and respect of the family. People's basic perceptions of reality could be altered in this aspect especially for young children. This can be debated since technology is just a mere tool for such an effect. More importantly, technology plays an important link between that of two societies whereby children calling their parents by their names are more prevalent in American society yet it is shown and portrayed to other parts of the world as well. Technology, together with other causes like the values in American society, allows cultures to cross boundaries and influence one another.

The emergence of television as a medium for broadcast (Williams 1990:26) has also led to minority cultures having a means to express themselves. Popular television network MTV has even created a channel, The-N, which is "about the way life really is and the stuff that really matters" (http://www.the-n.com/footerPage.php?id=50), and have created programmes targeted at youths who are the unsure about their sexuality. Programs like Ð''South of Nowhere', Ð''Queer as Folk' and Ð''The L-word' are examples of programmes allowed to explore homosexual characters and themes.

Technology is always advancing with numerous innovations every now and then. However, not many are selected for investment

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