manifested as individual's unilateral dependence on media. In fact, the Internet has entered people's life in various forms, not only as a medium, but also as a space for communication. Various studies on Internet use have also been developed, and the concepts of Internet dependence and Internet addiction have been put forward, which has become a branch of media dependency theory. Technological determinism Medium theory has always been criticized for its technological determinism. Raymond Williams, one of the most ardent critics of this concept, believed that technological determinism 'emerges' from technical study and experiments, and then changes the sector or society in which it emerged from. This means that people adapt towards the new technologies that arise because it is the new modern way of doing it. The deterministic approach says that technology in itself has the power to change societies and the power to condition humans even though humans are the ones that are using said technology. Although Marshall McLuhan strongly believes that the introduction to any new media will change the way humankind lives, Williams argues that the new technology in itself has no real significance to social value unless it has been adapted to existing social and economic conditions. See also Media studies References Croteau, D., and W. Hoynes. 2003. Media Society: Industries, Images and Audiences (3rd ed.). Thousand Oaks: Pine Forge Press. Laughey, Dan. 2007. Key Themes in Media Theory. New York: Open University Press. External links Towards an Ecology of Understanding: Semiotics, Medium Theory, and the Uses of Meaning Communication theory Marshall McLuhan