Technological advancements are obsolete; today there is advancement that has been made, tomorrow it is totally out of the market. Furthermore, it might not be pleasing to the customers as they are looking for alternative substitutes of better, more appropriate, and cost-effective in use.

The spread of technology has been to the benefit of humankind in many different ways that cannot be exhausted, but it is also considered a contributing factor to the social ills among the young generations. Cable TV, reality shows, movies, music, internet, telephones, computers are some of the technological advancements in the present age that are most associated with the young generation (Hershock, Stepaniants, and Ames 2003). Slack and Wise contend, exposed to them at a tender age, they are unable to control the effects they get from such media sources (2005). Consequently, they end up emulating these traits contrary to the norms of their different cultures. Therefore, this paper looks at the relation and effects that technology has brought to the various cultures drawing conclusions to the conception of the role technology plays in the social settings.
Contemporary Approaches
Technology use in the everyday lives of human beings has been in play for a long time. The changes and inventions of the different versions and modules of the technological devices in the houses cannot be fully comprehended, but their presence among human beings is dependent on the activities people do every day. The onset of the twentieth and the twenty-first century brought into play a different perspective of the role technology plays in the preservation or dilution of culture. With a great friction to fight the dilution of the cultures and traditions, technology still makes way in re-shaping the normal activities (Slack and Wise 2005). The activities are made to be complete faster, be conveniently accomplished, and still there is an option to improve on the outcome during the next attempt. The two centuries are dependent on technological advancements that humankind has less or no control over the changes that are inevitable. It is in the diverse cultures that people learn the language, religion, political opinions, dress customs, and the day-to-day life experiences. Dependence on technology has disrupted the normal adaptation of humankind to the environments that he stays. Additionally, technology has been adapted into the different cultures to create a single multicultural unit. In one aspect, culture dictates the changes in technological advancements.
The changing environments and the different trends in the social environments require the use of a given tool or equipment that if not present will be designed or manufactured to profit people (Hershock, Stepaniants, and Ames 2003). The application of the tool manufactured is completely in the interest of the user to decide. If it is to the demoralization of the morals that his or her culture demands, then it is up to them. On another perspective, technology leads to the changes in the traditions and cultures of people. News and ideologies passed through media, and the films that find their ways in many different places, in the world have shaped a number of practices that the generations have been holding dear. The world of today is considered a global village with a common culture characterized of a multicultural practice that joins different cultures. In this multicultural pool, the less dominant cultures are suppressed by the most dominant. Consequently, the less dominant cultures are forced to adapt the culture of the most dominant culture. American culture being the most popular in the present generation has found its ways to the most remote areas that otherwise, could not have heard about the western culture. Through the powerful satellites, radio waves and TV channels that are accessible even through the internet, America has immigrated to the regions in the world instead of people immigrating to America (Nowotny 2006).
Thus, technology and culture present a complex relation. Both with a direct or indirect effect on the other, it beats the conception that technology is to blame for the changes in the cultures. The role technology plays in shaping cultures is viewed from the perspective that culture influenced the technological changes and that technology influence the cultural changes.


 

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