How to Think About Technology

Technology, Environment, and Influence

If we accept that technology extends human existence, it follows that many aspects of our lives can be classified as technology. Consequently, every technological medium impacts both the individual and the elements of their identity that it extends.

We often take for granted the influence of media on our bodies and minds, much like our autonomic nervous system operates without conscious thought. The more ingrained a technology becomes in daily life, the less we are aware of its presence. Clothing, for example, has long been an extension of humanity, and while not inherently negative, its acceptance is deeply rooted in our consciousness. These observations must be viewed within the broader context of McLuhan's definition of technology.

Whether it’s clothing, shelter, or currency, these extensions become the very environment we navigate daily. They form the backdrop of our lives, and McLuhan cautioned that in focusing on trivial details, we may overlook the foundational medium shaping our experiences.

This is why novel technologies often face initial resistance; they challenge the established norms of our familiar environment. The once nascent landscape of smartphones evolved into an everyday necessity. In a similar vein, phrases like “Ok, Google” may soon become as commonplace as the basic acts of eating and sleeping.

Technology is an extension of our humanity, and with time, it integrates seamlessly into our existence.

Technology & Scripts: Understanding the Medium as the Message

In contrast to social psychology, we can draw upon Urie Bronfenbrenner's Bio-Ecological Systems Theory, which examines human development through layered environments.

Bronfenbrenner identified several systems: the micro-system encompasses daily interactions, the meso-system connects multiple micro-systems, the exo-system includes external influences we don’t engage with directly, and the macro-system embodies the overarching culture. The macro-system, in Bronfenbrenner's view, holds the most power, dictating norms often without our conscious input. He described these norms as "scripts" — frameworks we live by, often unaware of their existence.

McLuhan might argue that technology itself functions as an all-encompassing script, shaping both personal and cultural identities. Typically, we evaluate technology based on its content — how it alters our learning experiences or the differences between physical and digital books. Yet, McLuhan insisted that the medium itself plays a crucial role in the message.

As McLuhan famously stated, "The medium is the message." His work in the 1960s focused on the societal effects of technologies like television and radio, recognizing that recurring patterns in technology shape our experiences across history. By examining the rise of literary culture, he shed light on how various mediums influence human existence.

Literature as a Technological Lens

Consider a culture that once thrived on storytelling and sensory experiences; the introduction of writing drastically alters the dynamics of communication and community interaction. McLuhan was fascinated by these transformations, leading to numerous insights.

He described the tribal era as primarily acoustic, where experiences were rich and multifaceted. He posited that primitive societies enjoyed more vibrant lives compared to their literate successors, as auditory experiences were more immersive than visual ones.

The advent of literacy shifted human perception to a predominantly visual mode, resulting in significant changes in human development. Literacy encouraged individualism, detaching people from communal participation and allowing for a new level of autonomy.

Moreover, literacy transformed the way ideas were conveyed. No longer limited to circular storytelling, written texts enabled linear, logical discourse. McLuhan linked this shift to the rise of mathematics, science, and philosophy, positing that literacy fundamentally altered our understanding of reality and rewired human development.

As McLuhan noted, literacy expanded individual consciousness, allowing people to transcend their immediate contexts and engage with history and ideas far removed from their present reality.

His exploration of literature as a form of technology revealed its powerful role in shaping societal norms. He argued that the print age laid the groundwork for industrialism and made literacy a standard rather than a privilege. This shift led to the emergence of national languages and a rise in nationalism, reflecting the new spatial dynamics of society.

With the electronic age came the concept of "The Global Village," where technology retribalizes society, fostering communal experiences and sensory engagement.

Regardless of one's agreement with McLuhan's conclusions, his insistence on viewing technology holistically remains crucial. Our sensory world is shaped by our technological and media interactions, which are not neutral; they actively construct our reality.

As McLuhan succinctly expressed, "We make our tools, but then our tools make us."

How should we approach technology? We need to reflect on how every technological extension influences our perception of the world and our place within it.

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