Technology and Culture in the Study of Media: Rethinking of Media Determinism

There are two quite different views in the study media culture: media determinism,and the theory social and cultural choice. Media determinism says that new technology can bring about new forms social culture. But social and cultural determinism is thought to have social and cultural context potentialcall. And then a corresponding form science and technology arise. With the emergence new media,media determinism seems to occupy the mainstream place. But the theory choice can also play a good role. There should be a complementary relationship between them. The emergence new media is supposed to theresultant force of the progress technology and culture thecall.