MARSHAL MCLUHAN’S TECHNOLOGICAL DETERMINISM THEORY IN THE ARENA OF SOCIAL MEDIA
McLuhan (1964) proposed that mediated technologies ensure culture diffusion in a society which in turn helps change human behavior. He states, "We shape our tools, and they in turn shape us." Most of the scholars in the field talked about radio and television etc. as mediated technologies but McLuhan perceived a bit differently by including numbers, games and money as mediated. Regarding numbers, he held that every individual in a theater enjoys all those others present. This creates a mass mind which let elites to establish a profile of the crowd. The phenomenon in turn homogenizes the masses that are easily influenced. McLuhan stated that games are media of interpersonal communication and extension of human social self. Games according to him “allow for people to simultaneously participate in an activity that is fun and that reflect who they are.” To him money is power that facilitates access. It is money that empowers people to travel the world and serve as transmitter of information, knowledge and culture. These mediated tools according to McLuhan turn the world into a global village.
The media of social networking exactly play the same role attributed by McLuhan with number, game, money along with traditional media of radio and television. Social Media (SM) users make use of identical applications and undertake almost similar activities that turn them into a homogeneous mass. Likewise, online profiles reflect identity features and most of them consume SM to have fun. SM connects people across cultures, religions, and boundaries and let them feel members of a single community. SM has not only converted the world into a small village but also shaped every aspect of human social life.
 Allan, S., Thorsen, E. 2009. Citizen Journalism: Global Perspectives, New York: PeterLang.
 Ansgard, H. 2011. Network Journalism. Journalistic Practice in Interactive Spheres. NewYork. Routledge, 13.
 Boyd, D.M., Ellison, N.B. 2007. Social network sites: Definition, history, and scholarship. Journal of Computer Mediated Communication, 13, 210-230. DOI: https://doi.org/10.1111/j.1083-6101.2007.00393.x
 Castells, M. 2001. The Internet Galaxy: Reflections on the Internet, Business, and Society, Oxford: Oxford University Press.
 Finnemann, N.O. 2002. Perspectives on the Internet and Modernity Late Modernity, Postmodernity or Modernity Modernized? In Brügger. N. & Bodker, H. (eds.). The Internet and Society? Questioning Answers and Answering Questions. University of Aarhus, 34-35. http://cfi.imv.au.dk/pub/
 Hardy, B.W., Scheufele, D.A. 2005. Examining differential gains from Internet use: Comparing the moderating role of talk and online interactions. Journal of Communication, 55, 71–84. DOI: 10.1111/j.1460-2466.2005.tb02659.x
 Lenhart, A., Madden, M. 2007. Teens, Privacy & Online Social Networks. Pew internet and American life project report. Pattern of Facebook Usage and its Impact on Academic Performance, 28.
 Martin, P., Erickson, T. 2013. Social Media: Usage and Impact. India: New Delhi. Global Vision, 27.
 Park, N., Kee, K.F., Valenzuela, S. 2009. Being immersed in social networking environment: Facebook groups, uses and gratifications, and social outcomes. Cyber Psychology & Behavior, 12(6), 729-733. DOI: 10.1089=cpb.2009.0003.
 Postman, N. 2000. The humanism of media ecology. Proceedings of the Media Ecology Association 1, 10-16. [Electronic version, retrieved December 2, 2012 from http://www.mediaecology.org/publications/proceedings/v1/humanism_of_media_ecology.html.
 Putnam, R.D. 2000. Bowling alone: The collapse and revival of American community. NewYork: Simon & Schuster.
 Safko, L. 2012. The Social Media Bible: Tactics, Tools & Strategies for Business Success. (3rded). New Jersey. Wiley & Sons, 39.
 Uricchio, W. 2009. Moving Beyond the Artefact: Lessons from Participatory Culture. In Boomen, M.V., Lammes, S., Lehmann, A., Joost Raessens, J., & Schafer, M.T. (eds). Digital Material: Tracing New Media in Everyday Life and Technology, 138. Amsterdam University Press.
 Utz, S. 2009. The (Potential) Benefits of Campaigning via Social Network Sites. Journal of Computer-Mediated Communication, 14, 221–243.
 West, R., Turner, L.H. (eds). 2007. Introducing Communication Theory: Analysis and Application, (3rd ed.). McGraw Hill. New York.
The Copyright Transfer Form to ASERS Publishing (The Publisher)
This form refers to the manuscript, which an author(s) was accepted for publication and was signed by all the authors.
The undersigned Author(s) of the above-mentioned Paper here transfer any and all copyright-rights in and to The Paper to The Publisher. The Author(s) warrants that The Paper is based on their original work and that the undersigned has the power and authority to make and execute this assignment. It is the author's responsibility to obtain written permission to quote material that has been previously published in any form. The Publisher recognizes the retained rights noted below and grants to the above authors and employers for whom the work performed royalty-free permission to reuse their materials below. Authors may reuse all or portions of the above Paper in other works, excepting the publication of the paper in the same form. Authors may reproduce or authorize others to reproduce the above Paper for the Author's personal use or for internal company use, provided that the source and The Publisher copyright notice are mentioned, that the copies are not used in any way that implies The Publisher endorsement of a product or service of an employer, and that the copies are not offered for sale as such. Authors are permitted to grant third party requests for reprinting, republishing or other types of reuse. The Authors may make limited distribution of all or portions of the above Paper prior to publication if they inform The Publisher of the nature and extent of such limited distribution prior there to. Authors retain all proprietary rights in any process, procedure, or article of manufacture described in The Paper. This agreement becomes null and void if and only if the above paper is not accepted and published by The Publisher, or is with drawn by the author(s) before acceptance by the Publisher.