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Such an idea, constructed into knowledgeable identification , positioned engineers within Kultur quite than Zivilisation, and due to this fact made them worthy of higher social status. This transfer in turn invited questions about the relationship between Technik and tradition. While it had been the German engineers that had articulated the broad idea of Technik, it was German social scientists who probed this issue further. Walter Sombart, for instance, in his 1911 paper ‘Technik und Kultur’, argued that the causal relationship was bidirectional. ‘In many ways’, notes Schatzberg, ‘this evaluation is sort of similar to the critique of technological determinism that emerged among American historians of expertise in the 1960s and 1970s’ (p. 112). The broad idea decisively entered the English language when within the early 1900s Thorstein Veblen took and expanded the class of Technik as industrial arts but translated it as ‘technology’. Broadcasting watchdog Ofcom calls on all companie...