Communication and technology

McLuhan’s theories arose from the inquiries the logician received to systematically back his media studies (Logan, 2007). The premise analyses four occurrences cooperative to all media and human interactions, specifically to enhance, retrieve, reverse and obsolesce. The innovative structure of media may progress or accelerate the present form of communication, portraying several advantages. It may also repeal its unique characteristics when pushed to new dimensions.

The new forms sometimes acquire characteristics from prior forms of communication and repossess earlier forms of services. Finally, it may lead to the total annihilation of previous forms, leading to their desertion (Poster, 2010). For example, a cell phone may enhance voice connections, reverse controls, retrieve infancy howling, and make the handset radically obsolesce.

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The theorist saw culture as technical transformations, which could be easily personalized due to lack of self-sufficiency. Technologies manipulate the way man thinks, work, and share, thus prejudicing their discernment and understanding of information (Lawson, 2004). The materialization of new technology is often accompanied by emotional, material and social effects in the expansive humanity. McLuhan concludes that we create machinery, which in turn influences our etiquette.

Communication media circled from verbal to print in the early 60s, as TV and radio stretched the reach of addressees. This new association brought different societies together, forming prevalent and shared backgrounds. This theory may be used currently in decision making to determine the attainment of profits, or predict changes in an institution linking human interactions.

The society can thus organize and illustrate the new medium or expertise before it presents any alterations in routine. The relationship of technology and communication typifies both the benefits and shortcomings that new machinery provides.

Technological determinism has two magnitudes related to the elemental attributes of technology that do not permit human alterations and a low determinism which may consent human choice and modifications (Lawson, 2004). This emphasizes the relationship between the densities of society and how it influences the forces of expertise.

A HRO is a group which has effectively managed to shun disasters in the highly hazardous environment which characterizes the modern setting. Multipart processes arise in different organizations, apart from the routine procedures which necessitate watchful and unswerving procedures (Dyer & Ericksen, 2004).

Thriving organizations thus continue to reinvent themselves and streamline the response institutions to contain any arising misfortunes. Canadian manufacturers and exporters is an example of a HRO in Canada, depicted in its building of a competitive business setting by providing significant and well-timed capacity (Canadian manufacturers and exporters, 2009)

Safety records do not depend on fortuity, but in an institution’s efficacy in dealing with complex perilous technologies. There are several directorial structures which go beyond the usual traditional hierarchies of decision making to let the personnel make their coherent resolutions based on personal viewpoints. There are instances of unsatisfactorily assessments which may receive condemnation, but advantageous decisions are visibly honored. Everyone thus feels part of the group thus avoiding strict schedules which may fashion monotony.

Individuals standardize themselves into different patterns depending on the customary conditions, rather than the typical one-structured system of organizations (Pool,). Such organizations change their forms from hierarchical to mutually respectful depending on the position.

The organizations stress own learning, thus avoiding the fixed points where instructions are precisely specified. Slip-ups are not punished when a person originally had intentions of performing a positive deed, as it may demoralize employees and fail communication channels owing to the preset instructions.

Engagement in the creation of services requires apt consideration, judging by the accidents that harm the repute of various organizations. Economic barriers have extreme effects in the running of the organization, alongside the appreciation of the Canadian dollar (Myers, 2008).

Another test is to generate more innovators in order to solve common consumer problems and develop their livelihood standards. Competitive pressures affect how the group would create and retain their operation in the innovation of novel technology which ensures the sustainability of the HRO.


Canadian manufacturers and exporters (2009). Dare to compete champions meet their challenges head on… Canadian manufacturers and exporters. Web. Retrieved on August 19, 2010 from

Dyer, L. & Ericksen, J. (2004). Toward a strategic human resource management model of high reliability organization performance.

Center for advanced human resource studies. Web. Retrieved on August 19, 2010 from

Lawson, C. (2004). Technology, technological determinism and the transformational model of technical activity. Rough draft. Web. Retrieved on August 19, 2010 from

Logan, R. (2007). The 14 messages of new media. Media shift: philosophy. Web.

Retrieved on August 19, 2010 from

Myers, J. (2008). Is there a future for manufacturing in Canada? Canadian manufacturers & exporters.
Web. Retrieved on August 19, 2010 from

Pool, R. (1997). Beyond engineering: how society shapes technology. New York: Oxford University Press US.

Poster, M. (2010). “McLuhan and the cultural theory of media”. Media tropes ejournal, Vol. ii, No. 2, 1-18.


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