Chapter 5, “Technologies of Cooperation.” Smart Mobs: The Next
Social Revolution. New York: Basic Books, 2002. ISBN: 0-7382-0861-2. 33 pages.
(ii) Joseph Heath and Andrew Potter. Chapter 1, “The Birth of Counterculture.” The Rebel
Sell: Why Culture Can’t Be Jammed. New York: Harper Collins, 2004. ISBN: 0-00-200790-
8. 23 pages.
public communication: PR and social marketing
Week 6: February 7-13
(i) Stuart Ewen. Chapter 8, “Unseen Engineers: Biography of an Idea.” PR: The History of
Spin. New York: Basic Books, 1996. ISBN: 0-465-06179-6. 28 pages.
(ii) Paul Rutherford. “Advertising as Propaganda.” Endless Propaganda: The Advertising of
Public Goods. University of Toronto Press, 2000. ISBN: 0-8020-8301-3. 14 pages. Activities and Assignments
3.1 Public Sphere
Instructor-led discussion on week’s readings, podcasts, and unit notes.
3.2 Campaign 640: Team 3 Facilitates Class wide Discussion
Team 3 moderates discussion on the Campaign 640 discussion board.
3.3 Campaign 640: Team 4 Presentation
Team 4 presents on their choice of topic in the Campaign 640 discussion board.
3.4 Midterm exam due
Please place midterm exam in dropbox.
3.5 Public Sphere
Instructor-led discussion on week’s readings, podcasts, and unit notes.
3.6 Campaign 640: Team 4 Facilitates Class wide Discussion
Team 4 moderates discussion on the Campaign 640 discussion board.
3.7 Campaign 640: Team 5 Presentation
Team 5 presents on the英语论文网 【http://www.51lunwen.org】ir choice of topic in the Campaign 640 discussion board.
3.8 Final exam questions
Exam questions posted to instructor notices board.
3.9 MSN chat on concepts in unit 3
Instructor facilitates optional MSN chat on concepts from unit 3. Unit Three Notes: Week Five
Keywords for week five:
. social determination of technology (Raymond Williams)
. technological politics (Langdon Winner)
. Situationism (Guy Debord)
. counterculture
. the Frankfurt School and mass culture; Gramsci and hegemony
. culture jamming
. public goods
. game theory
. networks
1. Context and Perspective: Technology and Technological Politics
a. defining technology
“A technology consists of those material objects, techniques, and knowledge (e.g. science,
social goals and interests) that allow human beings to transform and control the inanimate
world.”
From Ronald Westrum, Technologies and Society: The Shaping of People and Things
(Wadsworth, 1992, p. 7)
th
century, “technology”
Like technology itself, the word has evolved over time. In the 17
described the systematic study of the practical arts or artisanal trades, e.g., leatherwork or
th
candlemaking. In the 18
century, the characteristic definition of technology was “a
description of the arts, especially the mechanical,” similar to our sense of the word
th
century, technology assumed its modern meaning, coming to refer
“engineering.” In the 19
not just to artisanal trades
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