also activity system (including included members, teams, organizations, etc.) beyond one user or actor. It also may account for the environment, personal history and supposed culture, "the role of the artifacts", emerged motivations, and sought views on complexity of activities in real-life. One of the strengths of AT is that it bridges the gap between the individual subject and the social reality—it studies both through the mediating activity. The unit of analysis in AT is the concept of object-oriented, collective and culturally mediated human activity, or activity system. Approaches of the critical theory Critical theory attempts, according to some, to go beyond the descriptiveness of one account that may show of how things are, the exam and question of why they have come to be that way and how they might otherwise be. Critical theory asks whose interests are being served by the questioned status quo and assesses the potentials of a future, that alternates and propose "to better" both the technological service, and even social justice. Here Geuss's definition is given, where "a critical theory, then, is a reflective theory which gives agents a kind of knowledge inherently productive of enlightenment and emancipation" (1964). Thus Marcuse argued that while technology matters and design are often presented as neutral technical choices, in fact, they manifest political or moral values. Critical theory is seen as a "form of archaeology" that attempt to get beneath common-sense understandings in order to reveal the power relationships and interests determining particular technological configuration and use. Perhaps the most developed contemporary critical theory of technology is contained in the works of Andrew Feenberg included in his book 'Transforming Technology' (2002). Values in Design asks how do we ensure a place for values (alongside technical standards such as speed, efficiency, and reliability) as criteria by which we judge the quality and acceptability of information systems and new media. How do values such as privacy, autonomy, democracy, and social justice become integral to conception, design, and development, not merely retrofitted after completion? Key thinkers include Helen Nissenbaum (2001). Social Group Theories There are also a number of technologically related science and society theories that also address even on how media affects group developments or otherwise processes. Broadly speaking, these technological theories are said to be concerned with the social effects of communication media (e.g., media richness) are concerned with questions of media choice (when to use what medium