However, it is worth observing that the Friedman was an economist, rather than a sociologist. His all work greatly focused on the risks and economic gains in this new and orderly entailing world. This article is going to discuss the technological globalization and media globalization more closely, to pay more attention to the sociological perspectives. Media globalization is all about integrating the world with different media with the help of cross cultural ideas and exchange of perceptions, whereas the technological globalization deals with the development of the cross cultures and technological exchange (Bagdikian, 2004).

Media Globalization

It has been suggested by the Lyons, (2005), that the multinational corporations and organizations are major and primary vehicles of the media globalization. Moreover, these corporations and firms also control the global content of mass-media and its distributions. It has been a fact, that when looking and taking care of who is controlling the media outlets, which are some of the independent source or new source, or the conglomerated ones, which are newly developed. Around 1500 newspapers, 6000 magazines, 2600 publishers and equal value of the television stations along with 10,000 radio-outlets are offered by United States (Bagdikian, 2004).
On its surface, there is still the endless opportunity of finding the diverse and different media outlets. Still the numbers are quite misleading. The media consolidation considered to be in process, where the fewer owners only control the major number of media outlets. The ideological and cultural bias are not only about media globalization risks. Furthermore, the cultural imperialism and its associated risks along with some loss of the local culture, and other issues come with some advantages of more integrated world. There is a risk which is potential for the censoring by the national governments, which let-in only information, data and media which they feel, must be served their messages as the occurring of China. In addition to this, the core nations like United States, and United Kingdom risks the consumption of the international media through the criminals for circumvent the local laws and rules against the socially dangerous and deviant behaviors, like gambling, sex trade and child pornography. International or offshore websites, assist the countries and their citizens to seek the illicit and illegal information, they required from the 24 hours online sites, which do not need any age proof. Such examples clearly illustrate the risks of the society of unfettered flow of information (McLuhan and Marshall, 1964).

Technological Globalization

The technological globalization has been speeded up in the greater part of the world with the help of technological diffusion. The technological spread has been observed across the borders. In previous two decades, rapid development and improvement has been seen in the spread of the technology for semi-peripheral and peripheral nations, and both such benefits are considered as ongoing challenges and issues of such diffusion. Generally, there has been reports found, which discuss the economic growths and technological advancement or progress rates which were linked, and thus, the rise in the technological progress improves the conditions of several people lives who were living in the poverty. It has been recognized that the low-tech and rural products like corns could gain benefits from the new technological innovation and conversely, that technologies such as mobile banking could aid the rural existence which consist of the low-tech vending in market. Furthermore, the technological advancement in the areas like the mobile phones could lead the competition, concurrent improvements and lowered prices in related fields like information sharing and mobile banking (Bagdikian, 2004).

However, there are same patterns in the social inequality, which create the digital divide within the semi-peripheral and peripheral nations. While the technological growth and its usage among different countries has been risen dramatically over several decades. The technological spread and advancement in less-developed countries and developing countries are relatively slower, because far fewer individuals have skills and training for taking the advantages and benefits of the new technologies and access it alone. The technological access are tends to be more clustered around the urban areas, and also leaves the vast swaths. Whereas the information technology diffusion has much potential in resolving various social problems across the globe, it is more like the population in the affected areas through the digital divide. For instance, the technology used for purifying the water can save several lives, but still the villager do not have access of purifying the water or need for doing so, because of technological access and development, as they lack in funds for purchasing it, and the comfort level of technological for introducing it as the solution (McLuhan and Marshall, 1964).

It has been concluded that technological helps in driving the globalization, but still what it means is that it could hard for the decipher. Whereas, there are some economists, who see the technological advancement and improvements, which helps in leading towards more playing field and areas, where anywhere and anyone could be the global contender, and the reality is considered as the opportunity, which still clusters in the geographically the advantaged areas. Hence, the technological diffusion which has led the spread more technology across the borders in the semi-peripheral and peripheral nations. However, the true technological implication global equality is very long way-off.

References

Bagdikian, B., 2004. The new media monopoly (Rev. ed.). Boston, MA: Beacon.
Friedman, T.L., 2005. The world is flat: A brief history of the twenty-first century. Macmillan.
McLuhan, Marshall. 1964. Understanding Media: The Extensions of Man. New York: McGraw-Hill.

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Functionalism

Since functionalism centers on how media and innovative technology add to the smooth working of society, a great place to start understanding this point of view is to compose a rundown of work you see media and innovation to perform. Your rundown may incorporate the capacity to collect data on the Internet, TV’s entertainment esteem, or how promotion and goods allocation assist to social benchmarks (Lumen, 2018).

Commercial Function

TV promoting is a very useful approach to meet a market statistic where it lives. Investors can utilize the advanced information assembled by system and TV satellite organizations with respect to their consumers and focus on their promotion as needs be. Regardless of whether you are watching cartoons on Nick Jr. or on the other hand a cooking episode on Tele fix, odds are that promoters have an arrangement to contact you. Business promotion goes before motion pictures in theaters and appears on and inside transportations, and on the sides of building and roadways. Significant enterprises, for example, Coca-Cola bring their publicizing into government funded schools, by supporting games fields or competitions, and also filling the corridors and cafeterias of those schools with candy machines selling their merchandise (Savage, 2004).

Entertainment Function

A conspicuous show of media is its stimulation esteem. Many people, were inquired as to why they sit in front of the TV or watch the motion pictures, would answer that they appreciate it. What’s more, the numbers surely represent that. While 2012 Nielsen investigation demonstrates a slight lessening of U.S. homes with TVs, the compass of TV is as yet huge. Moreover, the measure of time spent watching is similarly huge. Unmistakably, satisfaction is foremost. On the innovation side, also, there is an unmistakable enjoyment factor to the utilization of new advancements. From web based gaming to talking with companions on Facebook, innovation offers new and additionally energizing routes for individuals to engage themselves (Lumen, 2018).

Social Norm Functions

Indeed, even while the media is offering us products and engaging us, it likewise serves to mingle us, helping us go along standards, qualities, and convictions to the upcoming generations. On a serious note, we are engaged and reserialized by media all through our entire lives. All types of media show us what is great and alluring, how we ought to talk, how we should act, and how we should respond to occasions. Media additionally gives us social touchstones amid occasions of national criticalness. What number of your aged relatives can reminiscence viewing the blast of the space shuttle Challenger on TV? What number of those perusing the reading of the occasions of September 11 or Hurricane Katrina on TV or Internet? (Savage, 2004).

Conflict Perspective

As opposed to speculations in the practical point of view, the contention viewpoint centers around the creation and multiplication of imbalance—social procedures that have a tendency to upset society as opposed to add to its smooth activity. When we take a contention viewpoint, one noteworthy concentration is the differential access to media and innovation exemplified in the advanced partition. Strife scholars additionally take a gander at who controls the media, and how media advances the standards of upper middle class white individuals in the United States while limiting the nearness of the regular workers, particularly ethnic minorities (Berker, Hartmann, and Punie, 2005).

Control of Media and Technology

Effective people and social organizations have a lot of impact over which types of innovative technologies are discharged, where and at what time they are discharged, and what sort of media is accessible for our utilization, which is a type of gatekeeping. Shoemaker and Voss (2009) characterize gatekeeping as the arranging procedure by which a great of many conceivable messages are molded into a broad communicative suitable shape and decreased to a reasonable amount. As it were, the administration  responsible for the media choose what people in general is presented to, which, as C. Wright Mills (1956) broadly noted, is the core of media’s energy (Savage, 2004).

Technological Social Control and Digital Surveillance

Social researchers take the possibility of the surveillance society so truly that there is a whole diary dedicated to its investigation, Surveillance and Society. The panoptic surveillance imagined by and later investigated by Michel Foucault (1975) is progressively acknowledged as innovation used to screen everything we might do. This surveillance was envisioned as a type of steady checking in which the perception posts are decentralized and the watched is never spoken with specifically. Today, advanced surveillance cameras catch our developments, eyewitnesses can track us through our mobile phones, and police powers far and wide utilize facial-acknowledgment programming (Lumen, 2018).

References

Berker, T., Hartmann, M. and Punie, Y., 2005. Domestication of media and technology. McGraw-Hill Education (UK).
Lumen, 2018. Theoretical perspective of media and technology. [Online], Available at: https://courses.lumenlearning.com/sociology/chapter/theoretical-perspectives-on-media-and-technology/, [Accessed on: 26th May, 2018].
Savage, J., 2004. Does viewing violent media really cause criminal violence? A methodological review. Aggression and Violent Behavior, 10(1), pp.99-128.

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Types of Technology and Media

Technology and media evolved hand-in-hand, from the early print towards modern publications and posting, from radio to television and to film. It is obvious that new media has emerged constantly, like seen in the online world.

Print Newspaper

Early types of the print media, was found in an ancient Rome, and were copied on boards and carried the informed citizenry. With an invention of printing press, multiple ways which shared the ideas and changed the ways of informing other. It also store and produced the mass information. Along with widespread use and invention of television in 20th century, circulation of newspaper steadily dropped-off and in 21st century, the circulation was further dropped because more people are now turning towards internet and prefer online news and sites. They also use different other sources of media for staying informed. This all shifted from the newspaper as the information source, which has profound the effects on the societies. At the time, when news are given and provided for the large diverse and conglomerate of businesses and people, it should maintain different level of the broad based balance and reporting. With the decline of the newspaper, different other news sources have become fractured, so the audience could choose particularly what it really wants for hearing and avoiding (Holmes, 2005).

Radio and Television

The radio programming preceded the television, but, it both played vital role in shaping the lives of people in more or less same way. In many situations, entertainment and information could easily be enjoyed at workplace, home or other places, with some form of community and immediacy, which newspaper was unable to provide. Even though, individuals were at houses, media allowed and provide assistance in sharing such real time moments. This is the same form of separate but the communal approach, which happened with the entertainment. Office employees, workers and school going children gathered and discuss the last night serial episode on radio show or television. Television has powerful and strong socializing effect, and with such types of visual media giving the reference groups, during social values, beliefs and norms (Lenhart, Duggan, Perrin, Stepler, Rainie, and Parker, 2015).

Film

Film industry took a long period to evolve from 1930s, when sound and color were the first integrated among featured films. Such as television, the early films and dramas were unifying for the society. As more audience started to visit the theaters for new releases to be seen in initial days, they laughy, they cry and also scared together. Films started to act as the cultural touchstones and time capsules for the society. From the tough talking of Clint Eastwood for Facebook founder’s biopic, and also the dropout off Harvard, Mark Zuckerberg, films illustrates the dreams of the society, their fears, and share their experiences. While several Americans still consider Hollywood as the epicenter of the moviemaking, and Bollywood produces relatively more films annually, and reflect on their own traditions, cultures, norms and beliefs (Winston, 2002).

New Media

New Media usually encompass the interactive forms of different information exchange, which include networking sites, podcasts, blogs, virtual worlds, and wikis. Clearly, all list grows every day. The new media has the level to play in the field of the construction, i.e. publishing, creating, developing, planning, distribution, accessing, and assessing the information. New media also offers some alternative forums for the groups, which are unable to gain the access to the traditional and political platforms. However, the accuracy and reliability of the information does not have any guarantee. In fact, new Medias’ immediacy coupled with lacking in oversight of the means, which should be careful and ensure the news to be gained from the right and authentic source (Lenhart, Duggan, Perrin, Stepler, Rainie, and Parker, 2015).

Advertising and promotion has changed a lot, as the media and technology allowed the consumers for bypassing the traditional venues of advertising. From inventions of multiple remote controls that allows and help us in ignoring the television advertising, and commercials, without leaving the seats, and recording devices which helps in watching the programs by skipping advertisements, the traditional advertising and promotion approaches are on wane. The print media is also no ore different. The revenue of advertisements from newspapers and televisions fell significantly, which shows that companies should find new ways and strategies for communicating with consumers (Winston, 2002).

It has been concluded that technology and media are interwoven from beginning days of the human communication. The telegraphs, printing press, internet, radio and many others, are all examples of the intersection. The mass media has already allowed the shared experiences on social media platforms, but the new media creates the seemingly endless and huge amount of the airtime for every voice, which wants and needs to be heard. The advertising has changed the technology a lot. The new mass media allows customers to bypass the traditional venues of the advertising, which cause the companies and firms to be intrusive and innovative for gaining the attention.

References

Boyd, D., 2014. It’s complicated: The social lives of networked teens. Yale University Press.
Holmes, D., 2005. Communication theory: Media, technology and society. Sage.
Lenhart, A., Duggan, M., Perrin, A., Stepler, R., Rainie, H. and Parker, K., 2015. Teens, social media & technology overview 2015. Pew Research Center [Internet & American Life Project].
Winston, B., 2002. Media, technology and society: A history: From the telegraph to the Internet. Routledge.

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According to Argyle, (2017), firstly, people consider technology and innovation as ever changing. Now, different innovations are obsoleting with pace. People now become more competitive and bring new ideas, innovation and technologies to be challenging in market. A technology introduced in market, and with in a month or some days, competitors enter the market with something more challenging. Technological ideas are getting unleashed with the growing world and utilized the resources in every possible effective manner. Nothing now, seem surviving in this fast paced world, unless the one moves and maintain itself with the waves, the world moves away and it left behind.

Secondly, nowadays, technology is another name of improving the efficiencies and bring the effectiveness in the business world, society and human lives. Efficiency denotes with being effective and conducting the business or oneself in a manner, which entirely depicts the input. Initially, effectiveness and efficiency was computed by the level of work a group or a person do in the particular time period. However, the technology advent and improvement in the systems cause the shift from manual to automatic systems, deals with more worked could be achieved by less workers. With the improvement in technology, tactical activities of the companies are improvising and average cost of the work also reduce. People are able to manage themselves and could do more by handling less stress, which helps in maintaining the work life balance. Organizations are also able to decrease the working cost, which refer to more profits and growth. Entrepreneurs hire less individuals and workers do less work for more money (Pierce, 2018).

As stated by Hatch, (2018), modern technology is also denoting the speed. Currently, individuals are able and capable to perform certain task with convenience, speed and ease, than they never could before. Daily transactions of the business are now faster than before. Technology has brought improvement in speed of internet, people are now able to conduct meetings, converse from different parts, can video chat, live streaming etc. Moreover, transportation has also been improved because of technology advancement, as people are able to travel easily from one part of the world to another with ease, and in short time. Bullet trains are one of the significant invention, which helps people in covering the long distance within minutes (Argyle, 2017).

In the conclusion, it is summarized that, as world gets familiar with new things, ideas, and innovations, growth of the countries are consistent. Technology is the main reason for the countries growth and development. Those who are unable to cope in this fast, speedy and growing world, it is important for the people, companies, and countries to be technologically updated and upgraded, or else, will be left far behind, where no body will be able to help or provide their support. Development and technological growth must not effect the human nature, and their purpose of existence in this world. Questioning on the human nature is not the trait of the technology, as several societies are living together because of this.  But the technology is ever-changing, yet it must not change the existence of us, and who humans really are.

References

Argyle, M., 2017. Social Interaction: Process and Products. Routledge.
Cho, S., Chang, S. and Jo, I., 2015, April. The solid-state drive technology, today and tomorrow. In Data Engineering (ICDE), 2015 IEEE 31st International Conference on (pp. 1520-1522). IEEE.
Hatch, M.J., 2018. Organization theory: Modern, symbolic, and postmodern perspectives. Oxford university press.
Pierce, A., 2018. technology today. Tech Directions, 77(8), pp.8-9.

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According to Berker, Hartmann, and Punie, (2005), this is in the age pf computer, where “information society” is acquired the broad currency for describing a context within where, individuals are living. Developed countries, like United Kingdom, United States, etc. were evolved from industrial to information society. Industrial revolution was done before communication revolution and now both are comparable. They both influenced the leisure and work separately and also the way of thinking and feeling about the time and place, however, existence of controversies present in their political, economic, cultural, and social implications. Gains were weighed and adverse effects were compared. Thus, proving that generalization was difficult. Journalists and press wrote and their critics are also present. Media, in form of television, newspaper, social media, internet etc. were attacked comprehensively for the consumption of energy and time, and ignore the basics of life.

Not everyone agrees or disagree with the communication revolution causes and effects. The words “effect” and “causes”, have been applicable and previously applied to every technological advancement, from steam engine to computer, from telephone to smartphone, and others are inadequate. It is impossible to isolate the single effect, whether small or big. Technology does not describe it by itself. And hence, the same technology could be used for multiple purposes and in various ways in social and political context (Lister, Giddings, Dovey, Grant, and Kelly, 2008).

The past ten years has brought the technology innovation in light- internet. Internet helps the media in various forms. It altered the geographical distance, which help in viewing the news of one country in different parts of the world. It further allow the increase in volume of the communication, and so media is all about communication in different form. It provide the increasing possibility of communication speed. There are multiple opportunities provided for the interactive communication. It allows different forms of effective communication, which was separated for interconnection and overlapping (Flew, 2007).
However, there are three main strong features of the internet;

The removal and disintermediation of the brokers allow the direct communication around the sociometric and spatial distance; removal of Asynchronicyty of temporality, as the barrier for communication; the ability or Oculacy for communicating the messages by images. The widespread of advance technology, including ICT-Information and Communication technological, commonly referred as the indicator of post-modern globalization era and pre-condition of intensive era which enhance the interaction across the globe, and exchange of services, goods, capital and information. On its contrary, it has been believed that popularity of WWW is the commercial medium as compare to other medium, is because of its ability in facilitating the sharing of resources and information across the globe, and potentiality for providing the efficient and effective channel for the marketing, advertising, and direct distribution or delivery of information and goods.

Social networking is the phenomena, which has seen quick and rapid growth in last some years. These are websites where individuals develop their social networks of associates and friends, and also create, give or share the information on same interests, lifestyles, information and tastes. These social networking websites are more like communities. These websites have gained immense popularity and increment in the information sharing. Media can use these information for their benefits. The media is vast and growing increasingly, with the support of the technology (Buckingham, 2007).

References

Berker, T., Hartmann, M. and Punie, Y., 2005. Domestication of media and technology. McGraw-Hill Education (UK).
Buckingham, D., 2007. Media education goes digital: an introduction. Learning, Media and Technology, 32(2), pp.111-119.
Flew, T., 2007. New media: An introduction. Oxford: Oxford University Press.
Lister, M., Giddings, S., Dovey, J., Grant, I. and Kelly, K., 2008. New media: A critical introduction. Routledge.

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