The term "technological determinism" refers to the concept of the world changing as a result of technology, rather than technology advancing to suit the world's needs. I believe that technological determinism is a scary idea, as it suggests that our lives are likely to change as a result of factors outside our control. This also implies a lack of freedom and choice within our lives. (Winston, 1990)
I believe that much of the animosity directed towards social networking websites comes out of fear of "technological determinism". Social networking sites have been accused of "taking over our lives", a phrase which suggests that our own control of our lives is being compromised. (Bloomfield, 2009)My position in regards to social networking websites is as follows: These websites provide a service where people can inter-act with friends, family, colleagues, and any other acquaintances, in any way they see fit. There are limitations of sorts in that websites such as Facebook have a layout which directs users to use the page in a certain way, but there are no directions from those running the websites on when or where users should use Facebook. This differs from a medium such as television, where users have much less influence on the way the medium is used.
Television, like radio, is programmed to function in only one way. If you aren't listening, or watching, when the show you want to view is on, then you miss it. Since the introduction of television, devices have been created which allow us to record programs, such as VHS recorders, and more recently, DVD recorders. However, despite the introduction of devices such as these, which allow us to record programs that we can then watch again later, we still have similar problems. If I forget to watch, say, Packed to the Rafters, I'm just as likely to forget to record it. The television medium is continuing to play around with this problem, so that people are able to watch the programs they want whenever it suits them. Foxtel IQ for example, records programs that it feels you might enjoy, based on information you have given it, eg. I barrack for Essendon, so it would probably record every football game that Essendon is involved in, without me having to remind it to do so. Despite these new forms of media, such as Foxtel IQ, which allow us a greater amount of control in determining the manner in which we watch television, by and large, television remains a medium which dictates terms to it's viewers.
This is particularly clear when we look at "event television" for examples. The AFL grand final is televised live each year, and is always watched by millions of Australians. Whilst many would record the grand final, the vast majority watch it live, simply because they want to see the action as it is unfolding. Television programs such as Masterchef, and The Biggest Loser, have been able to create a similar appeal for the finales of their shows. Whilst the finales for Masterchef and The Biggest Loser are pre-recorded, seeing as these "events" are only seen on television, it almost seems as though they are live, and viewers tune in so that they know who the winner is as soon as it is announced. Creating "events" on television such as these helps the TV networks in a number of ways. First of all, reality television is generally quite cheap to make; there is no need to hire actors, and most of the action occurs in the same settings. More importantly, having a mass audience tune in so that they are all watching at a particular moment means that advertising space becomes more valuable. It isn't all that important to look at why these programs are constructed in these ways. What's important is that despite advances in technology, such as recording devices, Foxtel IQ, and every other creation that aims to allow audiences to watch television on their own terms, there are still many cases where we watch television the way television networks want us to. If the Masterchef finale is on at 7 30 pm, most of us will make sure that we are at home, and near a working television tuned to channel 10, at 7 30 pm.
In my opinion, this shows that, to a small degree, television has an influence on the way we live our lives. While TV networks play shows that are capable of getting big ratings at times when most people can watch, such as Sunday nights, which was when Masterchef, Australian Idol, Big Brother and The Biggest Loser all had their finales screened, those that have an interest in these programs avoid making any other plans for that Sunday night. By dedicating an allocated time to watch television, this is, in a small way, influencing the way we live our lives. If I felt like going over the top, I could say that television has "taken over our lives" because it gives us something we don't want to miss out on, and we take time out of our lives to view it. I wouldn't say this though, because it's silly. Regardless, I couldn't say the same thing about social networking websites, such as Facebook.
With a site like Facebook, if someone leaves you a message, and you go away for a week, it will still be there when you come back. Facebook does not give us directions on when or where to use Facebook. The closest thing it does to this is suggest friends we could re-connect with and people we may know. If we ignore these prompts, there are no consequences whatsoever. The point I am trying to make is this: Social networking sites are run on the terms of it's users, not by those at the top of the pile, who run the websites. In fact, it is this freedom, to use these websites whenever and however people want, which is the reason for their success. Many people go on Facebook a lot. But this is because it is very easy to get access to Facebook. If I'm stuck in an elevator, I can't watch TV, but I probably can go on Facebook, either on my phone, or on my laptop. The same goes for many other situations. If I'm bored at work, stuck in a waiting room at the doctor's office, bored at uni, waiting for a train, bored at a conference about global warming, watching television is not an option, and if it was, the best thing on Tv would probably be The Bold and the Beautiful. Going on Facebook, however, is an option, and due to the website's nature, it is constantly being updated with fresh information. The more people contribute, the more interesting the website gets. As the website becomes more interesting, people tend to visit it more often, and in doing so, contribute more interesting information, creating a snowball effect. This is why some people spend a lot of time on Facebook. Social networking websites are perhaps the easiest media form to get a hold of, and we can use them any way we choose to. Although social networking websites take up some of our time, it is only the time that we choose to give it, and as such, these websites themselves cannot be blamed if users spend too much time on them. After all, the user dictates the terms on which they will use these websites, so the responsibility to use these websites in a healthy way falls upon the user.
"Technological determinism" refers to technology controlling the way the world progresses. Though social networking websites have influenced our day-to-day lives, they have done so by providing a versatile media form where users determine how these websites will be used. (Winston, 1990) This is the exact opposite of "technological determinism", as these websites allow us a new way of connecting with other people, which is one of our current culture's most valuable commodities. It is this "need", to connect with other people, that social networking websites are addressing, just as the invention of a fridge addressed the need to keep food from going off or the need to keep food and drinks cold. Social networking sites solve several contemporary problems. These include, but are not restricted to; providing a media form that is constantly updated and there to be used whenever we want to use it, a means of interacting with many people at once, and staying in touch with other people, and a temporary cure of boredom. No-one need worry about these websites taking over our lives. Each individual can use them as much, or as little as they want. Those who don't want to use them at all don't need to. I, however, am going to check my Facebook now, as I feel I've made my point and this post can finally end. If I take too long to write my next post, please, hold me responsible, not Facebook.
Works cited:
Bloomfield, Ruth, 2nd May 2009, How Facebook has changed us into a nation of introverts by taking over our lives, Available at ‘The Daily Mail’ online:
http://www.dailymail.co.uk/sciencetech/article-1176442/How-Facebook-changed-nation-introverts-taking-lives.html
Accessed: 8/11/2010
Winston, Brian, 1990, How are Media Born? Available online: http://www.acmi.net.au/AIC/WINSTON.html
Accessed: 8/11/2010
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