The Impact of Technology Action Theory on Luxury Brand Owners

THE IMPACT OF TECHNOLOGY ACTION THEORY ON LUXURY BRAND OWNERS
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Presently, there are a number of theories, which happens to be concerned on technology and more particularly those related to the discipline of technological studies, communication, and science. Most of these theories are basically concerned on the association between society and technology as well as prompting questions with regard to autonomy/determinism, agency, and teleonomy. These theories may be categorized into the group and social theories (Bimber, 2004).
In social aspects, action theory may refer to the theory of social action that was brought forth by Parsons Talcott. The purpose by which Parson brought up this theory was majorly on integration of social order with the voluntaristics and structural aspects of both micro and macro factors. Stated differently, it is an attempt of maintaining a scientific rigidity on positivism, while at the same time acknowledge the significance of the “subjective perspective” in the actions of human beings which are integrated in hermeneutic forms of social theories(Bourricaud, 2008).
In accordance to the theorist, motive is what induces people’s action. For him, this translates that social science ought to take into consideration the ideals, purposes, and ends in the view of these actions. Parson’s discussions were placed within the context of explanatory and epistemological cybernetics as well as systems theory. In essence, individual or group goals and motives do have an influence on their actions as well as behaviors. The active goals, which an individual or group has do influence their thinking and preferences. Bourricaud, also adds by articulating that motivation is the basic energy that drives people’s actions. This means that if individuals or groups of people are not interested in some new idea, it may be difficult for them to embrace them.
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