TY  - JOUR
T1  - Marshal McLuhan’s Technological Determinism Theory in the Arena of Social Media
AU - Jan, Azam AU - Ali Khan, Shujaat AU - Naz, Sadaf AU - Khan, Owais AU - Qayum khan, Abdul 
JO  - Pakistan Journal of Social Sciences
VL  - 18
IS  - 2
SP  - 30
EP  - 34
PY  - 2021
DA  - 2001/08/19
SN  - 1683-8831
DO  - pjssci.2021.30.34
UR  - https://makhillpublications.co/view-article.php?doi=pjssci.2021.30.34
KW  - Marshal McLuhan
KW  -Technological Determinism
KW  -arena
KW  -social media
AB  - Marshall McLuhan in 1964 suggested that
technologies of mass media make sure culture
transmission in a social fabric which ultimately changes
man’s social behavior. He states “We shape our tools and
they in turn shape us”. Majority of the researchers in the
area of communication speak about the radio and TV as
the mediated tools but McLuhan professed a in a different
way and added numbers, games and money as mediated
tools. With respect to the numbers, he maintained that
everyone in a movie theater enjoys the presence of their
other counterparts in the hall. The phenomenon gives
birth to a mass mind which let the decision makers to
create a profile of the audience in the theater. This
occurrence, consequently, create homogeneity in the
crowed for easy influence. McLuhan added that games are
mush like media of interpersonal communication and
expansion of human social self. According to him, games
“allow for people to simultaneously participate in an
activity that is fun and that reflect who they are”. To
McLuhan money is a tool that facilitates access. It is the
tool of money that enables men to take a trip of the world
and serve as spreader of information, wisdom and culture.
These devices of mass communication according to
Marshall McLuhan shape the world into a small
global village. Social media platforms are playing mush
similar role credited by Marshall McLuhan to number,
game, money alongside with traditional mass media of
radio and TV. The users of social media utilize very
similar features and carry out more or less the same
activities that convert them as a homogeneous audience.
In the same manner, the profiles of social media users
mirror similar features and majority of them guzzle
social media platforms to have fun and enjoyment.
Social networking media ensure connection of the
people of various cultures, religions and boundaries
and allow them enjoy the experience of being
members of a single community. Social media platforms
have not only transformed the world into a small village
but also fashioned every facet of man’s social life.
ER  -