Technological Change Vs. Cultural Change

Cultural heritage must be ethnic, community, cultural elements, and language system associated. Comparison of nowadays technologies, it reveal about the new technology that decisions is often comparison of the uncertain benefits of the new invention with the uncertain costs of adopting it. The difficulty of the culture lost maybe is other less obvious factors that may be equally important to the determination of the need for new technology. The phrase " The medium is the message “ by Marshall McLuhan, which meaning the form of a medium put itself in the message and creating a symbiotic relationship that the medium influences how the message is existed. The phrase was appeared in his famous book, which called The Extensions of Man (1964). He wants to show people the medium is in the middle of the society, also by the characteristic of medium itself. He showed writing and printing itself is the content of the telegraph because“content of any medium is always another medium”. According the history, western culture has undergone three media revolution: the phonetic system, machine print and electronic media. After that the human have being into a global village and this is the new world of a diversified global. By the way, as an emerging era of mass communication and cultural forms the media can be both to the dissemination of culture, and also to create a culture. "His approach was to examine media as signs -so that images, objects of material culture, texts, TV, and advertising can be viewed as technologies for communication" (Twyla Gibson, 2008). Media as an organization to survive and sustainable development also have requires the formation of its own to create a unique culture. Media culture allows everyone to participate, it bu...

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