“…Technology has historically been seen as a major indicator for the progress of humanity, and this is especially the case in medicine (Barnard, 1999) since, in healthcare, symbols of science are more real and more prestigious than symbols of caring, and medical technology has a semiotic primacy over caring in Western cultures (Walker, 1994). This is evident within advertisements and technical reports about modem imaging where the hard technology is often promoted as the only consideration (De Wilde, 2001;MDA evaluation report, 2000;Siemens Medical Solutions, 1999) since it provides physicians with the ability to study physiological and pathological changes within the patient while the impact upon the recipient, in this case the patient, is either omitted or seen as of only secondary importance (Cesar, 1997;McKenna Adler, 1990).…”