The article titled \u201cRealising Virtual Reality: A Reflection on the Continuing Evolution of New Media,\u201d presented a technological deterministic analysis on the evolution of virtual reality. A major criticism of the technological deterministic viewpoint is that it does not consider context of use and human agency. Looking specifically at the work of Raymond Williams and other British Cultural Studies researchers, this response argues for a more balanced viewpoint of technology, determined more so by cultural use than by technological enforcement.<\/p>","DOI":"10.4018\/jskd.2011040105","type":"journal-article","created":{"date-parts":[[2011,10,19]],"date-time":"2011-10-19T16:48:31Z","timestamp":1319042911000},"page":"53-57","source":"Crossref","is-referenced-by-count":0,"title":["Balancing McLuhan With Williams"],"prefix":"10.4018","volume":"3","author":[{"given":"Liza","family":"Potts","sequence":"first","affiliation":[{"name":"Old Dominion University, USA"}]}],"member":"2432","reference":[{"key":"jskd.2011040105-0","author":"T. W.Adorno","year":"1995","journal-title":"The culture industry: Enlightenment as mass deception"},{"key":"jskd.2011040105-1","first-page":"56","article-title":"Moments of television: Neither the text nor the audience","author":"J.Fiske","year":"1989","journal-title":"Remote control: Television, audiences, and cultural power"},{"key":"jskd.2011040105-2","first-page":"128","article-title":"Encoding\/Decoding","author":"S.Hall","year":"1980","journal-title":"Culture, media, language"},{"key":"jskd.2011040105-3","first-page":"131","article-title":"On postmodernism and articulation: An interview with Stuart Hall","author":"S.Hall","year":"1986","journal-title":"Critical dialogues in cultural studies"},{"key":"jskd.2011040105-4","article-title":"The culture industry","author":"M.Horkheimer","year":"2001","journal-title":"Media and cultural studies keyworks"},{"key":"jskd.2011040105-5","author":"H.Jenkins","year":"1992","journal-title":"Textual poachers: Television fans and participatory culture"},{"key":"jskd.2011040105-6","author":"H.Jenkins","year":"2006","journal-title":"Convergence culture: Where old and new media collide"},{"key":"jskd.2011040105-7","author":"P.Levinson","year":"2001","journal-title":"Digital McLuhan: A guide to the information millennium"},{"key":"jskd.2011040105-8","first-page":"59","volume":"Vol. 5","author":"K.Marx","year":"1976","journal-title":"The ruling class and the ruling ideas, collected works"},{"key":"jskd.2011040105-9","unstructured":"Potts, L. (2008). Virtual reality. S. Restivo & P. H. Denton (Eds.), Battleground: Science and technology (pp. 487-489). Westport, CT: Greenwood Publishing."},{"key":"jskd.2011040105-10","first-page":"xv","article-title":"Series forward","author":"S.Restivo","year":"2008","journal-title":"Battleground: Science and technology"},{"key":"jskd.2011040105-11","article-title":"Preface to the Routledge classics edition","author":"R.Silverstone","year":"2003","journal-title":"Television"},{"key":"jskd.2011040105-12","author":"G.Turner","year":"2003","journal-title":"British cultural studies"},{"key":"jskd.2011040105-13","first-page":"31","article-title":"Base and superstructure in Marxist cultural theory","author":"R.Williams","year":"1980","journal-title":"Problems in materialism and culture: Selected essays"},{"key":"jskd.2011040105-14","doi-asserted-by":"crossref","DOI":"10.4324\/9780203450277","author":"R.Williams","year":"2003","journal-title":"Television"}],"container-title":["International Journal of Sociotechnology and Knowledge Development"],"original-title":[],"language":"ng","link":[{"URL":"https:\/\/www.igi-global.com\/viewtitle.aspx?TitleId=54076","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2022,6,1]],"date-time":"2022-06-01T16:07:45Z","timestamp":1654099665000},"score":1,"resource":{"primary":{"URL":"https:\/\/services.igi-global.com\/resolvedoi\/resolve.aspx?doi=10.4018\/jskd.2011040105"}},"subtitle":["A Sociotechnical View of Technological Determinism"],"short-title":[],"issued":{"date-parts":[[2011,4,1]]},"references-count":15,"journal-issue":{"issue":"2","published-print":{"date-parts":[[2011,4]]}},"URL":"https:\/\/doi.org\/10.4018\/jskd.2011040105","relation":{},"ISSN":["1941-6253","1941-6261"],"issn-type":[{"value":"1941-6253","type":"print"},{"value":"1941-6261","type":"electronic"}],"subject":[],"published":{"date-parts":[[2011,4,1]]}}}