وسائل الاتصال : من الحتمية التكنولوجية إلى الإيديوتكنولوجيا إلى حوار المجتمعات

Abstract EN

This study deals with the subject of Technology as a media phenomenon which theorists in this field consider as a fundamental reason for the process of social change.

The research explores; in particular, how to pass and market ideological concepts and messages via modern and multimedia communication means.

The paper also focuses on the process of interaction and communication of the masses from the premises of the „technological determinism‟ theory.

This theory states that every transformation in the social system is mainly connected with the latest technical capabilities and most advanced means of communication as an objective equivalent to the message included in the means itself.

The study also analyses and explores the extent to which the message of the interactive technological medium affects receivers in the present time resulting in fragmenting them.

The content of the work clarifies that full awareness of the methods and uses of every new technological medium reduces the risk of its negative effects on receivers.

In parallel, the study confirms that the majority of users of modern multimedia communication tools are greatly dominated by the ideotechnological act of these media as real ideological tools in the 21st century.

First of these tools are the social networking sites as new ideological medium and message that produce specific ideological intellectual contents.

These contents have resulted in forming specific value systems and social models which brought about a profound global social change.

This necessitates the importance of thinking and hard working to find a global civilized social system which should be renewed and continuing from one generation to another.

Besides, it should be based on adopting the concepts of the society dialogue and the local-global society which are completely away from the concepts of conflict of ideas and fragmentation of societies