---
title: "Theories of technology"
chunk: 2/3
source: "https://en.wikipedia.org/wiki/Theories_of_technology"
category: "reference"
tags: "science, encyclopedia"
date_saved: "2026-05-05T03:26:44.901095+00:00"
instance: "kb-cron"
---

=== Approaches of the critical theory ===
Critical theory attempts, according to some, to go beyond the descriptiveness of one account that may show of how things are, the exam and question of why they have come to be that way and how they might otherwise be. Critical theory asks whose interests are being served by the questioned status quo and assesses the potentials of a future, that alternates and propose "to better" both the technological service, and even social justice. Here Geuss's  definition is given, where "a critical theory, then, is a reflective theory which gives agents a kind of knowledge inherently productive of enlightenment and emancipation" (1964). Thus Marcuse argued that while technology  matters and design are often presented as neutral technical choices, in fact, they manifest political or moral values. Critical theory is seen as a "form of archaeology" that attempt to get beneath common-sense understandings in order to  reveal the power relationships and interests determining particular technological configuration and use. 
Perhaps the most developed contemporary critical theory of technology is contained in the works of Andrew Feenberg included in his book 'Transforming Technology' (2002).

Values in Design asks how do we ensure a place for values (alongside technical standards such as speed, efficiency, and reliability) as criteria by which we judge the quality and acceptability of information systems and new media. How do values such as privacy, autonomy, democracy, and social justice become integral to conception, design, and development, not merely retrofitted after completion? Key thinkers include Helen Nissenbaum (2001).

=== Social Group Theories ===

There are also a number of technologically related science and society theories that also address even on how media affects  group developments or otherwise processes. Broadly speaking, these technological theories are said to be concerned with the social effects of communication media (e.g., media richness) are concerned with questions of media choice (when to use what medium effectively). Other theories (social presence and "media naturalness") are concerned with the consequences of those media choices (i.e., what are the social effects of using particular communication media).

Social presence theory (Short, et al., 1976) is a "seminal theory" of the viewed social effects of communications technology. And its main concern is, naturally, with telephony and telephone, but also even conferencing (and the research here was found among the sponsored by the General Post Office, now British Telecom). It argues that the social impact of a communication medium depend on the social presence it allows communicators to have. Social presence is defined as a property of the medium itself: the degree of acoustic, visual, and physical contact that it allows. The theory assumes that more contact will increase the key components of "presence": greater intimacy, immediacy, warmth and inter-personal rapport. As a consequence of social presence, social influence is expected to increase. In the case of communication technology, the assumption is that more text-based forms of interaction (e-mail, instant messaging) are less social, and therefore less conducive to social influence.
Media richness theory (Daft & Lengel, 1986) shares some characteristics with social presence theory. It posits that the amount of information communicated differs with respect to a medium's richness. The theory assumes that resolving ambiguity and reducing uncertainty are the main goals of communication. Because communication media differ in the rate of understanding they can achieve in a specific time (with "rich" media carrying more information), they are not all capable of resolving uncertainty and ambiguity well. The more restricted the medium's capacity, the less uncertainty and equivocality it is able to manage. It follows that the richness of the media should be matched to the task so as to prevent over simplification or complication.
Media naturalness theory (Kock, 2001; 2004) builds on human evolution ideas and has been proposed as an alternative to media richness theory. Media naturalness theory argues that since our Stone Age hominid ancestors have communicated primarily face-to-face, evolutionary pressures have led to the development of a brain that is consequently designed for that form of communication. Other forms of communication are too recent and unlikely to have posed evolutionary pressures that could have shaped our brain in their direction. Using communication media that suppress key elements found in face-to-face communication, as many electronic communication media do, thus ends up posing cognitive obstacles to communication. This is particularly the case in the context of complex tasks (e.g., business process redesign, new product development, online learning), because such tasks seem to require more intense communication over extended periods of time than simple tasks.

Media synchronicity theory (MST, Dennis & Valacich, 1999) redirects richness theory towards the synchronicity of the communication.
The social identity model of deindividuation effects (SIDE) (Postmes, Spears and Lea 1999; Reicher, Spears and Postmes, 1995; Spears & Lea, 1994 ) was developed as a response to the idea that anonymity and reduced presence made communication technology socially impoverished (or "deindividuated"). It provided an alternative explanation for these "deindividuation effects" based on theories of social identity (e.g., Turner et al., 1987). The SIDE model distinguishes cognitive and strategic effects of a communication technology. Cognitive effects occur when communication technologies make "salient" particular aspects of personal or social identity. For example, certain technologies such as email may disguise characteristics of the sender that individually differentiate them (i.e., that convey aspects of their personal identity) and as a result more attention may be given to their social identity. The strategic effects are due to the possibilities, afforded by communication technology, to selectively communicate or enact particular aspects of identity, and disguise others. SIDE therefore sees the social and the technological as mutually determining, and the behavior associated with particular communication forms as the product or interaction of the two.
Time, interaction, and performance (TIP; McGrath, 1991) theory describes work groups as time-based, multi-modal, and multi-functional social systems. Groups interact in one of the modes of inception, problem solving, conflict resolution, and execution. The three functions of a group are production (towards a goal), support (affective) and well-being (norms and roles).