For such techno-utopians, refusing to adopt the latest media technology will lead societies to social and economic backwardness […]. In fact, they generally do not see refusal as a choice. In the case of digitization, Negroponte (1995) argues, “[t]he change from atoms to bits is irrevocable and unstoppable” (p. 4). We must simply accept and adapt to the inevitable social transformations wrought by media technologies such as the Internet, transformations that are foretold and subsequently helped along by Net-guru prophecies. Such rhetoric also indicates the operation of a naturalistic discourse, where media technology is seen as part of an evolutionary process free from political control. This is clearly found in Gates’ (1999) biological model of digital capitalism. Moore’s law, which states that the number of components on a microchip doubles every eighteen months (originally a year), is also often referred to as though it were natural.
From: Dahlberg, Lincoln. “Internet Research Tracings: Towards Non-Reductionist Methodology.” Journal of Computer Mediated Communication 9.3 (2004) n. pag. Web. 3 Feb. 2013.