Lab #1
Images of Technology
Research Assignment

Tom Yue
March 7, 2004
ICE4M1-Y1
For Mr. DuBoulay

Research Assignments

1.	Find several Utopian images of computer and information technology. What is the idealistic message? What messages are omitted? Identify the source of the material and attach a copy to your analysis. What was your reaction to the image? Why?

2.	Same assignment as #1, but find images or articles that are critical of computer technology. You might cartoons or a short article.

3.	Same as #1, but find images of technology that review the social effects and costs.

Part 1

Sony Memory Stick

Idealistic Messages

-	A memory stick is necessary to have fun
This assertion is supported by the various activities shown in the pictures:
•	Videotaping with a Sony camcorder
•	Printing photo with a Sony photo printer
•	Viewing the photo on a Sony PDA
•	Viewing the photo on a Sony TV

-	Sony products bring good times
All of the products on this page are made by Sony. The relaxing atmospheres in the pictures suggest that Sony products bring relaxation and easiness into one’s life.

Omitted Messages

-	Simply owning a memory stick or any Sony product does not necessarily make one’s life easier. Installation, maintenance and upgrading can make owning a Sony product  (or any digital device for that matter) quite expensive and headache-inducing.

-	The pictures suggest that Sony represents easiness and cleanliness. However, we know that plastic, batteries, PCBs, et cetera contribute largely to the pollution of our planet.

Source: Click: Smart Living magazine, November / December 2002

Reaction

I was fairly indifferent to this advertisement. Its advertising method is conservative; its use of colours conveys a tranquil feeling. It does not boast unverifiable claims or have degrading comments towards other similar products, which I have always disliked.

The advertisement is very attractive nonetheless; Sony is known for their intricate craftsmanship and quality of their products, and this advertisement does a fair job at reinforcing that opinion.

3M Innovation

Idealistic Messages

-	Through the comparison of the thin mobile phone and the strip of tape, 3M tries to instill the notion that its technologies power the thinnest electronics in the world.

-	The tape-based circuitry does look promising for future generations of ultra-thin electronics.

Omitted Messages

-	Nothing is said regarding the factors governing the success of a new technology:
•	Power consumption. Ultra-thin electronics need to consume as little power as possible.
•	Heat dissipation. Mobile phones, laptop computers, and virtually all other slim form factor devices run into the problem of dissipating heat. Lots of components crammed into one small casing tend to cause heat to accumulate and shorten the lifespan of the device.
•	Ease of maintenance and repair. I do not imagine that this tape-based circuitry is easily maintained or fixable; a cut somewhere on the tape could easily cause the whole device to malfunction.
•	Endurance. Tape is not well-known for its durability; the stability of tape-based circuitry under extreme conditions (high temperature, low temperature, humidity) also come under question.
•	Cost. Tape-based circuitry is likely very costly to manufacture, which ultimately inhibits its use in a wide range of applications.
The non-inclusion of these important factors makes the advertisement speculation at best. There are no arguments supporting their claim of the tape’s qualities of being “thinner, smaller, highly reliable”.

Source: Time magazine, May 21, 2001

Reaction

I was initially awed by the advertisement. It is very effective in attracting attention. However, I came to the conclusion that this advertisement, unlike the Sony one before, does boast some unverifiable claims. This greatly puts down my regard of the piece. 

Part 2

Home Computer Safety

Idealistic Messages

-	Viruses can cause much grief and frustration in computing users.

-	Viruses are “destructive” enough that they require little human interaction to cause harm to computers.

-	Extreme caution must be taken on the user’s part to ensure his/her computer remains virus-free, and it is a tough task.

Omitted Messages

-	Viruses have, in a bizarre way, pushed the computing industry forward. One cannot overlook the huge anti-virus industry. Without the continual appearance of new viruses, the anti-virus industry would not be able to sustain itself. Thousands of jobs would be lost.

-	Viruses have long served the purpose of exploiting security flaws in operating systems. As viruses are generally not as malicious as hackers and crackers, the flaws can be fixed before massive damage is done. They raise awareness of the importance of safe computing.

Source: Click: Smart Living magazine, January / February 2003

Reaction

The advertisement certainly struck me as dramatic. Aside from that, the advertisement failed to explain anything regarding the destructive power of the virus, making the advertisement less effective.

Ross Allen. Hp labs.

Idealistic Messages

-	This image is certainly dramatic. Implanted lens represent the integration of human and technology. It symbolises how technology has crept into our everyday lives, how we cannot live without technology.

-	Humans will be turned into cyborgs (mixture of flesh and machine) because of the advances in technology.

-	Cyborgism should not be attempted lest humans lose control of their machine counterparts.

Omitted Messages

-	Machine implantations have found many uses in the medical field. Pacemakers, hearing aids, et cetera have made tremendous differences in the lives of those who require them.

-	It is important to keep in mind that this image is a dramatisation; in real life, nothing akin to this has ever been attempted. 

Source: Time magazine, November 26, 2001

Reaction

I was fairly amused by this image, because of its non-conventional method of advertising. However, it left a deep impression in my mind, demonstrating its effectiveness. It succeeds in raising readers’ awareness about integration of human and machines.

Part 3

Coffee on Keyboard

Idealistic Messages

-	Machines – in particular, computers – have improved the society in some ways, and worsened it in others. While improving productivity of many industries, people have become more dependent on machines, and as a result have become more clumsy. Spilt coffee on a keyboard is but one particular demonstration.

-	This message also pokes at the issue of technophobia. While spilling coffee on a keyboard may be viewed as an accident, one with proper regard to technology would take extra care when performing an activity such as drinking coffee near a computer. Technophobia causes people to be fearful and mistrustful of technology; this subconsciously causes them to “fight back” against technology, by not taking caution when drinking coffee near a computer, for example. 

Omitted Messages

-	This image does not explore the ways in which technology has made human lives more efficient. A great irony is that the coffee in that mug was probably made from an automated process controlled by a computer. Another irony is that coffee consumption has undoubtedly risen because of computers. Coffee is the favourite beverage of those working with computers late at night, be it a programmer cranking out the latest application, a student typing his/her thesis, or a hardcore gamer.

-	Technophobia can be cured; after all, one would not be able to survive without learning to embrace technology.

Source: Click: Smart Living magazine, January / February 2003

Reaction

This image did not strike as being very particular. However, it is an image with deep meanings, as I have explained above. This image is certainly worth the time it took to analyse.

Baby

Idealistic Messages

-	Genetic engineering will one day yield human clones despite public outcries against human cloning.

-	Mankind will stop at nothing to improve science and technology, and ultimately mankind itself.

Omitted Messages

-	Genetic engineering does not only concern itself with the cloning of animals and human. Much less controversial fields are present; for example, genetically engineered wheat yield better crops and are more resistant to harmful chemicals and insects. Genetic research also play a huge role in medicine; stem cells are used to replicate human tissues, which are very valuable as timely transplants of needed organs and tissues can save lives.

-	There must be a limit to technology. Whether it should be allowed to detach itself from ethics and morals is a field of constant debate. Should technology be allowed to develop purely for its sake, to satisfy mankind’s never-ceasing thirst for knowledge? Or should technology be only developed enough to serve needs, and so that it does not pose a threat to humankind?

Source: Time magazine, January 11, 1999

Reaction

Genetic engineering is a hot topic, and depictions of it in magazines are very explicit and controversial. I have mixed feelings towards this image – half excited, half worrisome. While genetic engineering can be used to improve quality of life, the most extreme application of genetic engineering, human cloning, may ultimately prove to the most fatal mistake mankind can ever make. We must be extremely cautious when faced with such a question.