Based on the knowledge sociology, this study focuses on the problem to analyze the media theory and method of Harold Innis and Marshall Mcluhan, who are the founders of media technology theory.

Second dAs is known to everybody the knowledge is power and money. As a college student I chose sociology as my majorso I could learn more knowledge.

From the perspective of sociology, the key for firms' technological innovation lies in acquiring and exploiting knowledge through external and internal social capital.