Media itself was referred to as anything in the middle of anything else (Murphie 2011: 7 Mar) and how the medium is at the centre of culture and technology, influencing society and how order changes due to technological innovation. This idea was particularly important with the introduction of technological determinism, an agent of social change whereby a successful technological innovation creates a new type of society (Murphie 2003: 12) This is an interesting point that shows how influential technologies are in restructuring society and culture deeming them helpless to technological change, or is it the society's decision to incorporate or abandon this new technology. Although it is evident that both technologies and society both influence each other, ultimately they alter our patterns of perception and contribute to the global village (Murphie 2003: 14) they both hold a strong power in the advancing of new technologies that are made to suit the needs of society, as technology is thought to be a technique which has anything to do with our bodies becoming an embodied form of media (Murphie, 2011: 7 Mar)
Despite the strong connection that media, society and culture and technology have in influencing each other, it is difficult to define which aspect holds more power over the other. It is evident that the introduction of technologies is masterminded by society to suit or solve certain needs or problems, they might not always be accepted, and other technological changes might flourish more than others. Although technology can be altered and suited to meet the needs of different societies and socially shaping itself to mould to different societies and cultures, there is no denying that it holds considerable significance within a collective and an individual.
References
Murphie, A. (2011) Advanced Media Issues Lecture. 7 March
Murphie, A. Potts, J. (2003). Theoretical Frameworks in Culture and Technology. London: Palgrave Macmillan. p12,14.
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