Abstract
In this paper, I attempt to introduce Friedrich Kittler's media theory from a social theory perspective, relying especially on the ideas of Niklas Luhmann. In the second part, I set up ＂generalized symbolic exchange media＂ as the problematics to present three different positions in contemporary social theory, comparing their distinct answers to questions concerning the theoretical places of culture and mass media. Based on comparison of these three different social theory perspectives, I argue that Niklas Luhmann's social system theory can be a crucial link to connect social theorists with the media theorist Kittler. In the third part, I separately introduce Kittler's distinction of ＂traditional media/technical media＂ and Luhmann's distinction of ＂dissemination media/success media,＂ and then compare and contrast their media theories to establish a new interpretation of Kittler: as not a follower of Michel Foucault or Marshall McLuhan, but rather as establishing a new path by emphasizing functionality in information circulation. This interpretation links Kittler with Luhmann. In the conclusion, I provide three theoretical reflections to encourage future interdisciplinary enrichment between media theory and social theory, by cross-referencing Kittler's ＂technical media＂ and Luhmann's ＂success media.＂