According to technological determinism;society is shaped by the technology and “technology is seen as the fundamental condition underlying the pattern of social organization”
Marshall Mcluhan, who is a communication theorist, is also a technological determinist and he said that “we shape our tools and afterwards our tools shape us.” He come up with a discourse which name is “the medium is the message” about the media. According to him media always works on our body and brain. And two of them (our body and brain) are shaping and changing by the media. The concept of the Mcluhan’s media is very different and wide from the other type of medias. Any kind of technology such as garment to the computer, wheel-to furniture, which improves the human emotions and body ability, covers the meaning of the media according to him.
He explains his discourse in his book which name is “the medium is the massage” These following sentences are some part of his book.
” all media are extensions of some human faculty- psychic or physical;
the wheel is an extension of the foot
the book is an extension of the eye
clothing, an extension of the skin…
electric circuitry, an extension of the central nervous system.
media, by altering the environment, evoke in us unique ratios of sense perceptions. the extension of any one sense alters the way we think and act- the way we perceive the world. when these ratios change, men change.”
And this video is about his discourse