Daniel Chandler states that according to technological determinists, particular technical developments, communications technologies or media, or, most broadly, technology in general are the sole or prime antecedent causes of changes in society, and technology is seen as the fundamental condition underlying the pattern of social organization (http://www.aber.ac.uk/media/Documents/tecdet/tdet02.html).
If such technology as emails and websites had not been developed then many organisations would not be able to work as effectively or as efficiciently as they do today. Questions may take days to be answered leading to contracts, etc taking even longer to be completed. Therefore the fact that technology keeps advancing further means it must be a good thing. The introduction of digital media is going to increase efficiency and quality of such works. It will mean more work will be able to be conducted with a shorter length of time and the work that is produced will be of higher visual and audio quality. Although the cost implications of the new digital switch over, for example, are high, it will mean an improved viewing quality for the audience, therefore society will advance showing just what digital media can do to our communities. But this could be a matter that it is what we want socially. We want an improved viewing quality, we want to be able to complete processes as quickly and as easy as possible. Although we do want these as a society, the fact is that they will change the way we live whether it help or hinder what we do.
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Sarah,
If you're quoting directly from people's work, word for word, you do need to put it in quote marks and reference it thoroughly. Include their name, date the work was published and the page reference the quote was taken from. You could do with summarizing the key arguments presented about technological determinism to demonstrate that you have fully understood this.
All the best
Emma
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