Tech and Society-quantifying the impact of Digital and New Media, sociological and political constructs on ethnographic populations. 'theinstitute' currently test technology and observes the statistical impact on ethnographic communities. The primary focus is new media and digital media. Advances in technology offer a world of greater proximity, yet and still the distance can become masked by an overwhelming influx of information---a lot of noise but no one is saying anything---a lot of static, so we miss the message, in which technology is to be used to overcome, not to succumb. The primary focus is new media and digital media on Twitter @THEINSTITUTEx, facebook.com/thedigitalinsitute and http://digitalinstitute.wix.com/theinstitute.