Source: http://web.cs.ucdavis.edu/~rogaway/classes/188/materials/postman.pdf.
Five Things We Need to Know About Technological Change
First Idea
The first idea is that all technological change is a trade-off.This means that for every advantage a new technology offers, there is always a corresponding disadvantage. The disadvantage may exceed in importance the advantage, or the advantage may well be worth the cost.
note: cost and benefits are different for different persons
action: reflect on cost and benefits of the technology you use (plane, car, computer, smartphone, specific websites, webshops, apps, food tech, health tech, ebooks, "free" books/pdfs, skype, telephone, messenger/sms, ...)
Perhaps the best way I can express this idea is to say that the question, “What will a new technology do?” is no more important than the question, “What will a new technology undo?” Indeed, the latter question is more important, precisely because it is asked so infrequently. One might say, then, that a sophisticated perspective on technological change includes one’s being skeptical of Utopian and Messianic visions drawn by those who have no sense of history or of the precarious balances on which culture depends. In fact, if it were up to me, I would forbid anyone from talking about the new information technologies unless the person can demonstrate that he or she knows something about the social and psychic effects of the alphabet, the mechanical clock, the printing press, and telegraphy. In other words, knows something about the costs of great technologies.
Idea Number One, then, is that culture always pays a price for technology.
Second Idea
This leads to the second idea, which is that the advantages and disadvantages of new technologies are never distributed evenly among the population. This means that every new technology benefits some and harms others. There are even some who are not affected at all.The questions, then, that are never far from the mind of a person who is knowledgeable about technological change are these: Who specifically benefits from the development of a new technology? Which groups, what type of person, what kind of industry will be favored? And, of course, which groups of people will thereby be harmed?
That is why it is always necessary for us to ask of those who speak enthusiastically of computer technology, why do you do this? What interests do you represent? To whom are you hoping to give power? From whom will you be withholding power?
I do not mean to attribute unsavory, let alone sinister motives to anyone. I say only that since technology favors some people and harms others, these are questions that must always be asked. And so, that there are always winners and losers in technological change is the second idea.
Third Idea
Embedded in every technology there is a powerful idea, sometimes two or three powerful ideas. These ideas are often hidden from our view because they are of a somewhat abstract nature. But this should not be taken to mean that they do not have practical consequences.Perhaps you are familiar with the old adage that says: To a man with a hammer, everything looks like a nail. We may extend that truism: To a person with a pencil, everything looks like a sentence. To a person with a TV camera, everything looks like an image. To a person with a computer, everything looks like data. I do not think we need to take these aphorisms literally. But what they call to our attention is that every technology has a prejudice. Like language itself, it predisposes us to favor and value certain perspectives and accomplishments. In a culture without writing, human memory is of the greatest importance, as are the proverbs, sayings and songs which contain the accumulated oral wisdom of centuries.... The television person values immediacy, not history. And computer people, what shall we say of them? Perhaps we can say that the computer person values information, not knowledge, certainly not wisdom. Indeed, in the computer age, the concept of wisdom may vanish altogether.
note: see also Nicolas Carr (impact of Google on thinking/memory)
The third idea, then, is that every technology has a philosophy which is given expression in how the technology makes people use their minds, in what it makes us do with our bodies, in how it codifies the world, in which of our senses it amplifies, in which of our emotional and intellectual tendencies it disregards. This idea is the sum and substance of what the great Catholic prophet, Marshall McLuhan meant when he coined the famous sentence, “The medium is the message.”
Fourth Idea
Technological change is not additive; it is ecological.A new medium does not add something; it changes everything. In the year 1500, after the printing press was invented, you did not have old Europe plus the printing press. You had a different Europe. After television, America was not America plus television. Television gave a new coloration to every political campaign, to every home, to every school, to every church, to every industry, and so on.
That is why we must be cautious about technological innovation. The consequences of technological change are always vast, often unpredictable and largely irreversible. That is also why we must be suspicious of capitalists. Capitalists are by definition not only personal risk takers but, more to the point, cultural risk takers. The most creative and daring of them hope to exploit new technologies to the fullest, and do not much care what traditions are overthrown in the process or whether or not a culture is prepared to function without such traditions. Capitalists are, in a word, radicals.
Fifth Idea
I come now to the fifth and final idea, which is that media tend to become mythic. I use this word in the sense in which it was used by the French literary critic, Roland Barthes. He used the word “myth” to refer to a common tendency to think of our technological creations as if they were God-given, as if they were a part of the natural order of things. I have on occasion asked my students if they know when the alphabet was invented. The question astonishes them. It is as if I asked them when clouds and trees were invented. The alphabet, they believe, was not something that was invented. It just is. It is this way with many products of human culture but with none more consistently than technology. Cars, planes, TV, movies, newspapers—they have achieved mythic status because they are perceived as gifts of nature, not as artifacts produced in a specific political and historical context.When a technology become mythic, it is always dangerous because it is then accepted as it is, and is
therefore not easily susceptible to modification or control.
What I am saying is that our enthusiasm for technology can turn into a form of idolatry and our belief in its beneficence can be a false absolute. The best way to view technology is as a strange intruder, to remember that technology is not part of God’s plan but a product of human creativity and hubris, and that its capacity for good or evil rests entirely on human awareness of what it does for us and to us.
Conclusion
And so, these are my five ideas about technological change. First, that we always pay a price for technology; the greater the technology, the greater the price. Second, that there are always winners and losers, and that the winners always try to persuade the losers that they are really winners. Third, that there is embedded in every great technology an epistemological, political or social prejudice. Sometimes that bias is greatly to our advantage. Sometimes it is not. The printing press annihilated the oral tradition; telegraphy annihilated space; television has humiliated the word; the computer, perhaps, will degrade community life. And so on. Fourth, technological change is not additive; it is ecological, which means, it changes everything and is, therefore, too important to be left entirely in the hands of Bill Gates. And fifth, technology tends to become mythic; that is, perceived as part of the natural order of things, and therefore tends to control more of our lives than is good for us.If we had more time, I could supply some additional important things about technological change but I will stand by these for the moment, and will close with this thought. In the past, we experienced technological change in the manner of sleep-walkers. Our unspoken slogan has been “technology über alles,” and we have been willing to shape our lives to fit the requirements of technology, not the requirements of culture. This is a form of stupidity, especially in an age of vast technological change. We need to proceed with our eyes wide open so that we may use technology rather than be used by it.
