Monday, November 08, 2004

Williams, Television: Technology and Cultural Form (Rachel)

Raymond Williams, Television: Technology and Cultural Form
Rachel Moe
1974, 146 pgs.

Television: Technology and Cultural Form is a comparative analysis that investigates various aspects of British and American broadcasting. Williams examines the role of communication technology in modern culture. He strongly opposes the technological determinist school of thought and argues against it throughout his book. Williams believes that texts (television, novels, etc.) contribute to our social construction of reality. Media are part of historical material processes not just economic and political forces, thus most likely changing over time. Williams believes that political and economic goals guided the development of broadcast technology. For example, television was created with certain military, administrative and commercial intentions that interacted with scientific intentions. During a transitional stage in the invention of television, the commercial intentions came to dominate the other intentions.

He argues that we are used to viewing broadcasting as a major social institution, which seems to have been predestined by technology. “This predestination, however, when closely examined, proves to be no more than a set of particular social decisions, in particular circumstances, which were then so widely if imperfectly ratified it is now difficult to see them as decisions rather than as (retrospectively) inevitable results.”

In the comparative analysis of the British and American programs, Williams examines the “flow” of unrelated texts such as advertisements, programs, and promotional material. This flow of information creates the overall experience of watching TV. He believes that cultural differences are demonstrated through the flow broadcasters choose. Concerning the various combinations of flow, he states that, “In all these ways and in their essential combination, this is the flow of meanings and values of a specific culture.”

Since Williams believes that intention is involved in the creation of communication technologies, he offers suggestions for improving the future of broadcasting. He thinks we should seek equal access to media production to allow for a more democratic culture in which people have the opportunity to discuss issues, formulate ideas and creatively envision their lives. He projects that the future technologies ranging from “general television through commercial advertising to centralised information and data-processing systems is now or is becoming available and can be used to affect, to alter, and in some cases to control our whole social process.” If we do not use these technologies to shape the future into a participatory democracy, then they will become tools of a few para-national corporations that will limit choices to their programming decisions.

After reading Marshall McLuhan’s technological determinist view in Understanding Media: The Extensions of Man, I thought it would be interesting to study William’s opposing view. For me, William’s theory that we choose the direction of a new communications technology is more realistic than McLuhan’s theory of media as psychic extensions of man. However, this “choice” for which Williams discusses is not as simple as he describes. When a communications technology is at the point where its future uses are developed, the public does not usually have a voice in the process. Furthermore, technological developments can occur so quickly that it may be difficult to see this turning point. William’s optimistic ideas about a democratic culture where people have equal access to media production is almost obsolete in this day and age. It is interesting to look back at the progression of communication technologies and find where choices were made that led us to our current commercially driven media system. William’s sense of optimism is contagious, yet I have a hard time believing that the people can take back the media from the clutches of corporations.


Anonymous Anonymous said...

студенческая порно онлайн малолетка русская видео онлайн школьницы фотогалерея порно секс [url=][/url]

November 10, 2009 at 8:27 AM  
Anonymous Chin Chin Atlanta said...

wow, nice info thanks. I am officially obsessed with these. Thank you for all that you do..

February 27, 2012 at 12:31 AM  
Blogger ninest123 Ninest said...

ninest123 01.03
ugg boots, tiffany jewelry, nike air max, ray ban sunglasses, nike outlet, replica watches, oakley sunglasses, oakley sunglasses, michael kors outlet, gucci outlet, replica watches, jordan shoes, burberry, louboutin, louis vuitton, burberry outlet online, nike air max, christian louboutin outlet, cheap oakley sunglasses, prada outlet, uggs on sale, michael kors outlet, prada handbags, michael kors outlet, louis vuitton, michael kors outlet, polo ralph lauren outlet, ray ban sunglasses, michael kors outlet, chanel handbags, oakley sunglasses, longchamp, ugg boots, longchamp outlet, tiffany and co, ugg boots, tory burch outlet, louis vuitton outlet, ugg boots, oakley sunglasses, longchamp outlet, louboutin outlet, polo ralph lauren outlet, nike free, louis vuitton, michael kors, louis vuitton outlet, ray ban sunglasses, louboutin shoes

January 2, 2016 at 5:10 PM  
Blogger ninest123 Ninest said...

ralph lauren uk, nike trainers, michael kors, michael kors, nike air max, nike air max, lacoste pas cher, sac longchamp, burberry, air force, nike huarache, michael kors, ralph lauren pas cher, michael kors, ray ban uk, nike free run uk, nike free, nike blazer, ray ban pas cher, true religion outlet, abercrombie and fitch, timberland, mulberry, lululemon, oakley pas cher, north face, converse pas cher, true religion jeans, new balance pas cher, coach outlet, replica handbags, nike air max, louboutin pas cher, hollister, north face, hogan, longchamp, true religion jeans, nike roshe run, true religion jeans, hermes, nike roshe, vans pas cher, air jordan pas cher, air max, hollister pas cher, longchamp pas cher, vanessa bruno, coach purses, tn pas cher, sac guess

January 2, 2016 at 5:12 PM  
Blogger ninest123 Ninest said...

iphone 5s cases, babyliss, instyler, nike roshe, wedding dresses, chi flat iron, soccer jerseys, louboutin, hollister, iphone 6 cases, ray ban, mac cosmetics, vans, north face outlet, baseball bats, giuseppe zanotti, vans shoes, hollister, ghd, celine handbags, soccer shoes, mcm handbags, mont blanc, iphone 6s cases, north face outlet, oakley, abercrombie and fitch, iphone 6s plus cases, reebok shoes, iphone 6 plus cases, timberland boots, gucci, valentino shoes, herve leger, s5 cases, nfl jerseys, nike air max, ferragamo shoes, new balance, nike air max, converse, lululemon, bottega veneta, insanity workout, jimmy choo shoes, ralph lauren, iphone cases, beats by dre, p90x workout, ipad cases, birkin bag, asics running shoes

January 2, 2016 at 5:14 PM  
Blogger ninest123 Ninest said...

hollister, ugg,ugg australia,ugg italia, pandora jewelry, moncler, moncler, louis vuitton, louis vuitton, sac louis vuitton pas cher, thomas sabo, lancel, moncler, louis vuitton, canada goose, doudoune canada goose, ugg boots uk, moncler, supra shoes, converse outlet, canada goose, louis vuitton, moncler, pandora charms, doke gabbana outlet, wedding dresses, swarovski crystal, moncler outlet, karen millen, canada goose, canada goose outlet, marc jacobs, montre pas cher, barbour jackets, pandora jewelry, canada goose, canada goose outlet, moncler, toms shoes, moncler, barbour, pandora charms, ugg pas cher, bottes ugg, juicy couture outlet, juicy couture outlet, links of london, replica watches, canada goose uk, ugg,uggs,uggs canada, coach outlet, swarovski
ninest123 01.03

January 2, 2016 at 5:16 PM  
Anonymous Check Cashing San-diego said...

accessible choices and make sure you can discover a loan specialist that will permit you the sum that you require. For the most part, however, the sum you can get through a payday credit is reliant on the amount you make. The loan specialist hopes to be reimbursed so they won't enable you to acquire more than you make.

May 20, 2017 at 11:16 PM  
Anonymous cash advance said...

However, when you are looking at items which are miles separated such like payday advances with just a single reimbursement or some other credit sort that is reimbursed over various month to month reimbursements.

May 21, 2017 at 10:16 AM  
Anonymous car title loans chicago said...

In any case, if these sorts of credits have just as of late (1990′s) turn into a broadly voyaged road for those hoping to return themselves in the "budgetary driver's seat", where were individuals swinging to before to close the crevice between money related flexibility and spending pandemonium.

May 21, 2017 at 12:46 PM  
Anonymous cash advance said...

With payday advances, an awful credit is not an issue, in light of the fact that the organizations won't check your bank articulations and record as a consumer for them to support your application.

May 21, 2017 at 9:02 PM  
Blogger Sofia Kerry said...

Happy to read this post. I like you shared about Television Technology and Cultural Forum. Keep sharing and updating about TV technologies.


August 4, 2017 at 9:11 PM  
Blogger Love Kpop said...

Not all are true. Everyone has their own way of thinking but I think they have to reconsider. I like to argue for the most accurate results.

August 30, 2017 at 7:57 PM  

Post a Comment

<< Home