In this section Lister begins to talk about two different theologists, Marshall McLuhan and Raymond Williams, who both did their research in the 1960’s and 70’s. Lister mentions that while both of these theologists had ideas about technological determinism before the “computer age” as we know it, both of these people’s ideas still have meaning in the modern day. McLuhan believed that society could be shaped and controlled by new advancements in technology and the new types of media that come with it. Williams, while also talking about new media, believed that new technologies had no effect on shaping society; it was humans and society that shaped the technology itself. As Williams says “media can only take effect through already present social processes and structures and will therefore reproduce existing patterns of use and basically sustain existing power relations. (Lister 78). Long story short, McLuhan believe technological determinism exists, Williams does not.
Lister explains that McLuhan’s number of followers is growing due to the fact that his ideas preach thinking of technology and media in new and different ways, as opposed to Williams “daily business”, not-much-change attitude when it comes to technology. Williams was one of the founding fathers of British media and cultural studies, which have become some of the staples of modern day media studies. Lister mentions that anytime he may mention that technology is controlled by society and humans, and is not in part to technological determinism in any way, he is crediting Williams. While he believes Williams had won the debate back in the day, it was McLuhan whose ideas are now being applauded and respected. Williams defined technology in a humanist perspective, that we are the cause for what we learn, what we do, and what new technologies and media we may think up.