<P> Underpinning the idea of technological change as a social process is general agreement on the importance of social context and communication . According to this model, technological change is seen as a social process involving producers and adopters and others (such as government) who are profoundly affected by cultural setting, political institutions and marketing strategies . </P> <P> In free market economies, the maximization of profits is a powerful driver of technological change . Generally, only those technologies that promise to maximize profits for the owners of incoming producing capital are developed and reach the market . Any technological product that fails to meet this criterion - even though they may satisfy very important societal needs - are eliminated . Therefore, technological change is a social process strongly biased in favor of the financial interests of capital . There are currently no well established democratic processes, such as voting on the social or environmental desirability of a new technology prior to development and marketing, that would allow average citizens to direct the course of technological change . </P> <P> Emphasis has been on four key elements of the technological change process: (1) an innovative technology (2) communicated through certain channels (3) to members of a social system (4) who adopt it over a period of time . These elements are derived from Everett M. Rogers Diffusion of innovations theory using a communications - type approach . </P> <P> Rogers proposed that there are five main attributes of innovative technologies which influence acceptance . He called these criteria ACCTO, which stands for Advantage, Compatibility, Complexity, Trialability, and Observability . Relative advantage may be economic or non-economic, and is the degree to which an innovation is seen as superior to prior innovations fulfilling the same needs . It is positively related to acceptance (e.g. the higher the relative advantage, the higher the adoption level, and vice versa). Compatibility is the degree to which an innovation appears consistent with existing values, past experiences, habits and needs to the potential adopter; a low level of compatibility will slow acceptance . Complexity is the degree to which an innovation appears difficult to understand and use; the more complex an innovation, the slower its acceptance . Trialability is the perceived degree to which an innovation may be tried on a limited basis, and is positively related to acceptance . Trialability can accelerate acceptance because small - scale testing reduces risk . Observability is the perceived degree to which results of innovating are visible to others and is positively related to acceptance . </P>

What two elements governed man's technologica progress
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