In summary, the philosophy of science adopted in this study assumes the following: 1) scepticism toward both restrictive epistemologies and 2) strict reliance solely on observations in inference of phenomena; 3) the insufficiency of mechanistic explanations based on fixed operationalisations;
and 4) emphasis on abstract and logically coherent descriptions of complex, multifaceted and evolving phenomena. My study is guided by these philosophical underpinnings in varying ways. First, for flexibility, arguments are gathered from different angles and levels of analysis – that is, with reference to individuals’ capabilities when they are interacting with technologies as well as to broad societal structures in communication.
Second, although I do use empirical research data, my study also entails a considerable amount of inference substantiated with anecdotal examples rather than with empirical scrutiny. Third, with these means I hope to formulate a description that is at least to a degree holistic and offers a fair number of relevant vantage points: I consider both past and future, both communication and cognition, and both the way in which people make sense of the world and the dissemination of messages although my focus is more in present technologies, in communication and in the way in which people access representations. In line with this, the following sections of this study, though they are interrelated, address the research questions from somewhat different angles.
First, the section ‘History and Future of Communication Technology and the Development of Shared Ideas’ explores the research questions from a historical–evolutionary perspective. I will demonstrate ways in which changes in communication tools influence the development of shared ideas by considering broad historical turning points in communication technology.
The aim here is to illustrate that technological change has influenced who is able to communicate what to whom and how and that this change is a continuing process. Technological change is described as ‘evolution’ to emphasise that the change is not a random but a cumulative process.
Second, the section ‘Case Studies’ presents studies that I have conducted together with my colleagues on digital communication technologies. The empirical notions relate to the issues of making sense of the world with digital technologies and the changes new technologies may elicit in communication power. The case studies will illustrate the efficiencies and
possibilities elicited by the Internet, plurality of communication devices and immersive virtual reality. Additionally, it is exemplified that a new device, featuring a change in usability rather than a drastic change in functionality in comparison to an older previously used system, may influence common people’s practices and, in turn, also change communication power structures.
Overall, all of the case studies elaborate people’s interaction with digital communication technologies.
Third, in the section ‘Implications for Social Representations’ I will infer the consequences of digitalisation on the processes described by the theory of social representations. In doing this I will further infer the observations made in the case studies by contrasting them to theoretical assumptions and terminology. I will also generally consider concepts, methods and the philosophy of science of the theory of social representations. Additionally, although my case studies do not exemplify this issue, I will infer some mechanisms involved when social actors outside the attention of mainstream media bring forth social change over the Internet. This is done by considering some of the assumptions of the theory of social representations and by drawing an example from the current political situation in Finland.
Fourth, the section ‘Possible Futures and Study Avenues’ features a review of some of the main questions related to the social consequences of plurality of media sources and communication possibilities brought forth by digitalisation. In doing so, I will challenge some of the interpretations made in the previous sections. Both positive and negative social consequences related to digital communication technologies are considered.
The elaboration presented below is organised chronologically: I begin with the far historical past by taking into account the development of ideas in societies largely without communication technologies and end by considering futurological scenarios related to the increasing technological communication possibilities. I strive to formulate a rich and plausible description of some general outlines of the influence of communication technology’s change on social evolution of shared ideas. This description entails a series of notions and theoretical assumptions rather than a unifying idea or theory. In the final section of this study ‘Conclusions: Change in Communication Technology and Social Scientific Theory’, however, my study is considered with an elevated level abstraction. I will ponder on the ways in which the change in communication technologies can and should be taken into consideration in social scientific theorising. The first argument that will be made is that the change in communication technology paves way for new theories by eliciting new research questions and by rendering some aspects of the reality more relevant for the social scientific inquiry. This might not be surprising for those acquainted with the existing literature, but my study demonstrates a reformist approach, which is likely to be less common:
instead of creating new theories that address the features of the current technological context my study elaborates an existing theory – the theory of social representations. This is done by considering whether the assumptions
and concepts of the theory are suitable in the current situation and by combining it with theories that are especially relevant due to the current communication technologies. This approach differs from the also common approach of applying an existing theory for understanding the current technological context. Overall, different ways of ‘adjusting’ social sciences for the change in communication technology are discussed.