Technological determinism is a reductionist theory that assumes that a society’s technology determines the development of its social structure and cultural values. 

(1911–1980) was a Canadian philosopher.

For many the role of technology is actually the most defining aspect of Media, for example Marshall McLuhan proposed in 1964 that the Medium was the message, or as he deliberately titled his book ‘The Media is the Massage’.  In other words, the medium (the technology) is more significant than anything else in determining meaning ie over companies, organisations, governments, individuals, representations, texts etc etc