328 Book Reviews TECHNOLOGY AND CULTURE The major problem with the book arises from the theoretical per spective that shapes the analysis. Structural functionalists regard sta bility as the normal state of all systems, including “material-processing systems,” and social conflicts as deviations from the norm. Beniger therefore pays only passing attention to the political struggles that shaped the emergence of the information society. As social historians have demonstrated, the methods of organizational control employed by factories, bureaucracies, and the advertising industry in the late 19th and early 20th centuries often generated considerable opposition from workers, farmers, and consumers. The Control Revolution de scribes one side of the “origins” of the information society. A com prehensive history—one that highlights both the methods employed by industrialists to impose organizational control and the conse quences for the millions of workers and consumers whose lives were shaped as a result—remains to be written. Cynthia B. Costello Dr. Costello is the project officer for the Employment and Voluntarism Program at the Villers Foundation in Washington, D.C. She is completing a manuscript on women office workers in the insurance industry. Misunderstanding Media. By Brian Winston. Cambridge, Mass.: Har vard University Press, 1986. Pp. xi + 419; figures, notes, index. $22.50. Brian Winston is ambitious. His goal in Misunderstanding Media is to prove that recent changes in communications technology have con stituted no “revolution” but, rather, predictable evolutionary steps in normal technological change. To make this argument, he posits a general model for explaining the interactions of technical and social forces in the invention, development, and adoption of new technol ogies. His principal sources are not recent work in the history of science or technology but the structural linguistics of Chomsky and Saussure. According to the model, technology development always proceeds in the following manner. “Scientific competence” comes first. After being transformed—in the sense of structural linguistics—by “idea tion,” it goes through a series of phases: “prototypes,” “invention,” and finally “production, spin-offs, and redundances.” These latter transformations are caused by “supervening social necessity,” that is, the need to create something useful, and the “law of the suppression of radical potential,” that is, the shaping of a technological develop ment by institutional and political forces so that it will have minimal effect on preexisting social structures. Perhaps I am merely betraying my narrowmindedness, but I find little value in this model as a mode of historical explanation. Conse TECHNOLOGY AND CULTURE Book Reviews 329 quently, I have little to say about it. Let me note only that it is presented and employed with scant reference to relevant recent work in the history of technology. Although Winston graciously acknowledges his debt to scholars in the field, he also calls it an “under-tilled corner” (p. x). But which corner did he look in? He has not studied Layton, Hughes, Constant, Aitken, Smith, or Hounshell, for example, and cites only one article in Technology and Culture. The merits of the model aside, Winston’s argument is that for the term “information revolution” to be appropriate to describe recent changes in the telecommunications industry, they would have to break the preexisting pattern. “We shall argue that there is nothing in this history to indicate that significant major changes have not been ac commodated by pre-existing social formations, and that ‘revolution’ is therefore quite the wrong word to apply to the current situation” (p. 16). Given this premise, the argument follows naturally. After elucidat ing the model, Winston employs it to explain the histories of what he finds are the central technologies in information processing: televi sion, computers, integrated circuits and the microprocessor, satellites, and the telephone—in that order. Television is dominant in his think ing, so it is rightly first. In conclusion, he turns from description to predicting future trends. Basically, he thinks what lies ahead is far less radical than many futurists have predicted. In presenting his case, Winston covers a wide range of technologies. This is the strongest aspect of his book. Unfortunately, the research is all at the secondary source level and so contains secondhand inter pretations and little new information. The greatest surprises are how his model leads...
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