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January 2019    Dennis R. DuBe'     741/3771

2. Technology moves through adoption and adaptation
     Slowly, I turned, and, step by step....
           #3771   Created 02/05/2015   Updated 10/25/2016

We technologically determine our future through our cumulative "Hobsen's Choice" acts of consumption and production. Our choices draw technology forward.

The imperatives of capitalism -- increasing profits, and lowering costs of production -- lie beneath the drive for technological progress, as the contemporary market structures provide temporary advantages to products and services with slim technological advancements.

Technology "moves" not through science or invention, but through adoption and adaptation. This movement is propelled by the desires of consumers, who seem to favor choices for a future in which technology is advanced from the present.

By definition, the better future is the Hobson's choice: in the context of products and services engaged in technological competition, competitive advantage is often gained through a combination of wise marketing and product and service development cycles which exploit temporary technological improvements for market advantage.

4. Determinism is enhanced by obsolescence cycles, warranties, service contracts, and holiday-driven marketing cycles.

"Technological determinism" postulates that social and cultural developments in society occur in reaction to, and in the context of, the overall development and structure of technology.

The Marxian perspective that the dominant productive technology drives changes in human social relations and organizational structures

contrasts with the infinite variability, inventiveness and unpredictability of individual human behavior.

However technology and culture may develop, it occurs as a result of human activities of both the producer and consumer types. Indeed, it is increasingly difficult to separate the "producer" and "consumer" types in significantly meaningful ways, except to note that all producers are consumers, and many consumers are producers.

The rise of social media clearly demonstrates that overlap, as consumers become producers as aspects of their acts of consumption. In so doing, consumers may be making market choices that result in the continued advancement of technologies, as the state of Web-based technology itself has become the arena of capitalistic competition.

The individual intentions of consumers while acting may be interesting, but not necessarily relevant, as their generic intentions are contained within the interrelated economic and technological structures which sustain and progress as a function of collection consumer/producer behavior

Surrounding the activities of consumers are three significant types of media interactions, contained in:

1) the language of contracts and user service agreements in social media (social media websites and services, mobile communications service agreements, cell-phone manufacturer purchase, warranty and service agreements, upgrade requirements and schedules, app store user agreements, application user agreements).

2) The language of marketing of 'social media' Web services and sites.

3) The language of technology marketing, especially services, hardware and software associated with social media (cellular devices and software, communications services, and online services).

abrupt jump to relationships.


Relationships types Contracts Computers and Communications Leases and Rentals Purchases Partnerships Marriages Business Employment Commission and Compensation Agreements Employment Agreements Warranties and Support Agreements


We engage the world physically with our presence, and through media with our attention and participation. We shape our world through visualization and action. We do this directly with our presence, and indirectly through media, with the virtual presence of our attention and participation.

Our presence generates many areas of relationships. Three are most significant:

1. We are involved in relationships of living, such as those expressed through employment contracts, mortgages, rental agreements, wills, loans, subscriptions, property rights, investments, deeds, etc.

Those relationships are frequently based on reciprocal performance through time; I pay rent in exchange for the landlords' provision of both building and services over time.

Many such agreements make performance claims about the future (i.e., the rental property will be habitable until the contract expiration date).

, and all of them combined exert some control over the course of history.

2. We are involved in relationships generated by consumption activities, such as the acquisition and consumption of goods or services, continuous subscriptions for publications or services, periods of warranty or liability coverage, as conditions and/or liabilities that exist for the term of an occupancy or activity like renting a car or attending a movie theater). These relationships are documented by purchase agreements, subscriptions, performance contracts, warranties, waivers, and more.

3. We are involved in human relationships, and now manage a portion of those activities through the affordances of the internet, the World Wide Web, communications companies, gadget manufacturers, social media, and mobile services. Humans

""By "relations of production", Marx and Engels meant the sum total of social relationships that people must enter into, in order to survive, to produce and reproduce their means of life. As people must enter into these social relationships, i.e. because participation in them is not voluntary, the totality of these relationships constitute a relatively stable and permanent structure, the "economic structure".""

Consumers' "media position" over time changes as their vision of the future alters.

The vision of the future is created

with changes in topology.

Topology includes (define) participation, connection, content relationships, market relationships

"Position" is the sum of all relationships between the consumer (consumer's mind) and the elements of media creation, production and distribution.

"Position" is enabled by the structural affordances of media, and is established through the ways in which the consumer can act; be acted for (in behalf of); or be acted on (be the object of action). All of these types of relationships are manifest in both produced and interactive products, such as newspaper subscriptions, cable TV service, Facebook pages, and Twitter.


Positions are relative to structure. The contours of the structure of media create the possibilities of positions, and the whirlpools and eddies of commerce manifest the reality.



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