1. A journalistic ideal of not taking sides or expressing a personal opinion: see bias; objectivity.
2.Technological neutrality: an instrumentalist notion reflected in the saying that ‘a poor worker blames the tools’. However, to theorists such as McLuhan the medium is not ‘neutral’ (see McLuhanism). Each medium or tool has its own affordances, biases, and cultural connotations. In semiotic terms, the signified may be altered by a change of the medium used for the sign vehicle: materiality matters.
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