A Socio-Cognitive Model of Technology Evolution: The Case of Cochlear Implants

This paper examines the social and cognitive processes that unfold over time as a technology develops. Our model focuses on the relationship between the beliefs researchers hold about what is and is not technically feasible, the technological artifacts they create, and the routines they use for evaluating how well their artifacts meet with their prior expectations.The historical development of cochlear implants serves as an illustration of the model. The evidence suggests that there is a reciprocal interaction between beliefs, artifacts, and routines that gives rise to two cyclical processes. One is a process of inversion at the micro level of individual cognition wherein evaluation routines designed to judge specific artifacts begin reinforcing researchers' beliefs. Once evaluation routines become the basis for constructing individual reality, technological claims are perceived as relevant only to those who employ the same routines while appearing as noise to those who employ different routines.The other is a process of institutionalization at the macro level of shared cognition. By institutionalization we mean the development of a common set of evaluation routines that can be applied to all technological paths. Commonly accepted evaluation routines represent a shared reality that strongly shapes the direction of future technological change.The micro- and macro-level processes that shape individual and shared realities place paradoxical demands on researchers in their efforts to develop a new technology. On the one hand, researchers must create and believe in their own realities in order to make progress in their chosen paths and convince others. On the other hand, researchers must also be ready to disbelieve their realities and be willing to embrace the emerging shared reality even if it does not match theirs. How well this paradox is managed can profoundly influence who emerges as the victor or the vanquished during the genesis of a technology.