The aim of this study is to present an insight into the issue of technology and innovation reform with an emphasis on their integration into the social sciences. Using discourse analysis, we have reconstructed the basic elements of reforms and their reflections into a theory that changes not only in terms of content and terminology, but mainly in terms of logic and rationalization of new paradigms. These changes are reflected in the transformation of society, bringing new challenges and defining the relationship between innovation and society. An important outcome of the analysis is pointing out the change in values in society and their reflection in the form of challenges that respect changes in the labor market and educational policies of the various educational institutions.