LIHong

【Abstract】There are many theories about the relationship between technology and society.With the development of world economy，technology has made great progress.However，many changes were taken place in our daily life，especially the appearance of computer.Sending emails，chatting with others online，search for information which is what we need to learn and many other demands in peoples daily life，computers make all of it into possibility.

【Key words】Technology Advertisement； Medi； Computer Society

In Bolter & Jay Davids “ Introduction：The Double Logic of Remediation”，this article states people are immersed in media technologies.“ Double Logic”，which means that with the rapid development of new digital media，there is also nearly rapid response by traditional media.Bolter and Jay David draw attention to the cultures contradictory imperatives for immediacy and hypermediacy.Imperative makes the medium invisible，it refers that“ the medium itself should disappear and leave us in the presence of the thing represented”.

Therefore，there comes to a point： what is the relationship between technology and society？

Technology changes the way we live and communicate，it makes our life better than before.Cynthia Selfe：“Lest We Think the Revolution is a Revolution： Images of Technology and the Nature of Change”.In this article，Cynthia Selfe examines the different narratives present in the discourse community of English studies，especially those relating to technology and the role of society （namely American society） in dispersing that technology，as well as its benefits，to the rest of the world.There are some conventional narratives adopted by Americans as well as the revised （and often more accurate） versions.

Cynthia Selfe insists that advertisements control peoples thinking which is to the point of the relationship between technology and society.In the advertisement of IBM，the name is “Smart Ideas for Smarter Cities”.The theme is that if cities were smart，then life in cities would be better.“Thats why IBM created” this sentence explained the purpose of the company-IBM and pointed the aim of its products.In the ads，by adding a simple curve，we gave advertising a new function.When it were raining，people can benefit from the advertisement board，protecting them from being exposed to the rain.When people were tired，they can find this place to have a rest，people can share ideas.All of its functions were applied into daily life，people were influenced unconsciously.Thats smart.Advertisement as a pattern of technology makes our life better.

McGoingal considers that technology can care，fix，help and even give the society a better life.In Edward Castronovas “Reality is Broken”，he asserts that games will be reinvent the real life and also be a primary platform for enabling the future.Game design is a way of working together to accomplish real change.Therefore，Edward believes that games that improve human capabilities and empower us to change the world in meaningful ways.

Other authors like Jesper Juul points that fiction world makes player image in their own way.In his “Half-Real”，Juul states that rules themselves create fictions.Game as a learning experience，can improve players skills to overcome challenges and therefore player tends to enjoy the same game for various reasons.In Juuls opinion，fictional world of game can promote players imagination capacity and also spur their creativity.Conclusively，rules themselves create fictions in game world since game replaces and performs the same function as do rules.

Advertisement as a form of technology has a positive effect on our daily life.We can acquire sorts of information.In the ads of “smart ideas for smarter cities”，we will be confidence to build a smart planet use technology，then make our life better.Therefore，giving technology more functions，our society will be better.

Reference：

[1]Half-Real “Fiction world makes player image in their own way” Hardcover – November 4，2005 by Jesper Juul（Author）.

[2]Jane McGoingals Reality is Broken New York ，2011 from http：//www.doc88.com/p-0397194820440.html.

[3]“The double logic of remediation” J.David Bolter and Richard A.Grusin - Remediation - Configurations 4：3 http：//muse.jhu.edu.gtel.gatech.edu：2048/journals/configurations/v004/4.3bolter.html.

作者簡(jiǎn)介：李紅（1994—），女，河南信陽人，河南師范大學(xué)外國(guó)語學(xué)院2012級(jí)翻譯專業(yè)在讀本科生。