In Flew’s description of New Media Culture, he explains that for new media to move forward from old it must have the perspectives of different ideas, values and most importantly, cultures. He states that to properly explain what cultural technology is, he must break it down into three separate definitions,

“Understanding technologies not simply as physical objects, tools, and artefacts, but also in terms of the content they produce and distribute, and the systems of knowledge and social meaning that accompany their use and development.”(Flew, New Media:An Introduction page 21)

He also refers to McLuhan explaining how he would stress on the cultural impact on media. McLuhan believed cultural content was naturally planted within the technology and that it influences “how” we think not just “what” we think.

Different Cultures