The concept of ‘machinic’ implies technology is continually evolving according to its own set of standards and instructions for use. This idea is supported in this week’s reading, which argues that technologies carry with them a certain type of politics, governing the way they are used (Murphie & Potts 2003, p 28). The ecology of machinic reflects how we (society) need to train ourselves to adapt to new media technologies, rather than media assimilating into the way we use and practice our current media. This directly relates to the concept of technological determinism, which is the belief that technology is the agent of social change, and as such, we have to adapt accordingly (Murphie & Potts 2003, p 11).
Another argument that emerged out of this week’s lecture was that although new media might be slowly changing our user habits, “old media never left- rather, continuously remediated, finding new uses and contexts” (Parikka 2012, p 3). This links to the idea of “changing change” which is drawn upon in Joe Sabia’s ‘The technology of storytelling’ (Sabia 2011). Sabia suggests the art of storytelling remains unchanged despite the way new technologies develop to tell these stories. I think this can be applied to social media, in particular Twitter. For example a tweet allows its users to tell a story or spread a message in 140 characters or less, reflecting the fast-paced, getting straight to the point nature of society as users are focused to tell the most “newsworthy” part of the story. In sum, this reflects the ‘social shaping of technology’ approach put forth by MacKenzie and Wajcman which highlights how as intertwining entities, technology and society reform each other to develop a new type of politics of use (Murphie & Potts 2003, p 21).
List of References
Murphie A, Potts, J, 2003, ‘Theoretical Frameworks’, in Culture and Technology, Palgrave Macmillan, Lodon, pp.11-38.
Sabia, J, ‘The Technology of Storytelling’ , in Ted, 2011, < http://www.ted.com/talks/joe_sabia_the_technology_of_storytelling.html >, accessed 11 March 2013.
Parikka, J, 2012, ‘Introduction: Cartographies of the Old and New’, in What is Media Archaeology?, Cambridge, Polity, pp. 1-16.