Cultural circulation of media
The Cultural Cirulation of Media refers to the ways in which cultures use the technology they have at their disposal. For example, when computers were first heavily used there was a masculine attachment to them. This term can be seen in a three part system very similar to Joshua Meyrowitz's notion of Medium Content, Grammar, and Environment. The other two aspects are: 1) The constraints and possibilities of a given medium (i.e. TV appeals to sight and sound, but TV can never appeal to smell), and 2) The institutional norms of a medium that define its function (i.e. TV's relationship to economics, network TV, and TV regulators, and their attempts to define TV's use. The study of the cultural circulation of media can answer questions concerning both how our society has shaped the function and uses of technology as well as how technology has shaped out society and continues to do so.