Technological determinism/medium theory

An article to ponder on some more. Here's a good bit from the conclusion:

A more sophisticated form of analysis must consider both the social forces and agencies responsible for the development and implementation of new technologies, and the properties and potentials inherent in the technologies themselves. [emphasis mine]

Potts, J. (2008) Who’s Afraid of Technological Determinism? Another Look at Medium Theory. Fibreculture Journal . 12. Accessed from: http://journal.fibreculture.org/issue12/issue12_potts.html