It is evident that the media can be regarded as a sign of scientific and technological growth, but both authors recognizes that there is a dichotomy with regard to what people want from the media and their experiences with it. People want to interact with the media as though it is not there. They want their experiences to be real, but they cannot help remaining cognizant of the media and that it is the thing permitting their less-than-real experiences. Still, media is part of people's everyday lives, and it seems unlikely that end-users will be able to reconcile their wants with what they know to be true.
While technology stimulates economic growth and improves living conditions, it is also brings with it some issues that specifically affect social inequalities in society. In her essay "Lest We Think the Revolution is a Revolution: Images of Technology and the Nature of the Change" Cynthia L. Selfe examines that advertisements for technology promise a, "Land of Equal Opportunity," offering equal opportunities to all people, regardless of gender, social status, and ethnicity. However, in fact, these advertisements often depict and are aimed at middle-class white people. There are no images of immigration, slavery or the poorest of people in these ads. Selfe states that these advertisements are promoting the, "Land of Difference," instead of the, "Land of Equal Opportunity," among Americans and even the world. She states, "Opportunity is a commodity generally limited to privileged groups within this country." This is obvious evidence for the emergence of social inequality due to the lack of equal opportunity that is not seen in these ads. .
McKenzie Wark, via Gamer Theory, agrees, to a certain degree, with Cynthia L. Selfe's assessment of society's lack of equal opportunity linked to society's use of technology. Wark contends that gamespace controlled by the, "Military entertainment complex.
