This Presentation is based on Media Ecology.

1. Media
Ecology

2. Academic Information
Name: Drashti Joshi Roll No: 05
Sem: 3 [M.A.] Enrolment Number:
4069206420220016
Batch: 2022-2024 Paper Code: 22410
Paper Number: 205 Paper Name: Cultural Studies
submitted To: Smt S.B.Gardi, Department of English, M.K.B.U.
E-Mail: drashtijoshi582@gmail.com

3. - Introduction
- What is Media Ecology?
- Major Theorist’s
- Media Ecology Examples
- Conclusion
- References
Points to Ponder

4. Media Ecology is a communication theory and
interdisciplinary field of study that examines how
media and communication technologies shape and
influence human culture, society, and the
environment. The term "media ecology" was coined by
Marshall McLuhan, a Canadian media theorist, and it
has since evolved into a broader area of research
and inquiry. Media Ecology theory posits that media
and communication technologies are not just
neutral tools for conveying information, but they
have a profound impact on the way we perceive the
world, interact with one another, and structure our
societies. (“What Is Media Ecology?” )
Introduction

5. If you replace the word “substance” with the word “technology,” the definition would
stand as a fundamental principle of media ecology: A medium is a technology within which
a culture grows; that is to say, it gives form to a culture’s politics, social organization,
and habitual ways of thinking.
Beginning with that idea, we invoked still another biological metaphor, that of ecology.
We put the word “media” in the front of the word “ecology” to suggest that we were not
simply interested in media, but in the ways in which the interaction between media and
human beings gives a culture its character and, one might say, helps a culture to
maintain symbolic balance.(Strate)
Ecology can be defined as “An open, complex adaptive system comprising elements that are
dynamic and interdependent. One of the things that make an ecology so powerful and
adaptive to new environments is its diversity” (Ratan)
One of the things that would make new media ecology so powerful and adaptive to the new
environment is its diversity, i.e. the existence of different forms of new media which are
trying to convey the message and leverage social construction of understanding. (Ratan)
What is “Media Ecology”

6. Media ecology theory provides a framework for understanding
how these digital environments affect our social and cultural
landscapes.
Fernando Gutierrez, a mexican researcher at Tecnologico de
Monterrey in Mexico, and member of the board of the Media
Ecology Association, offers the following definition: (Islas)
Media ecology is a meta discipline that deals with the study of a
complex set of relationships or interrelationships between
symbols, media and culture. The word ecology implies the study of
environments and their interrelationships: content, structure,
and social impact. A media environment is one that derives from
the interrelationships between man and the different
communication technologies such as: books, radio, television
and internet. Media ecology is the study of techniques, modes of
information and communication codes as the main part of an
interrelated environment performing various effects in a given
context.

7. Media ecologists have responded by underscoring their focus on the interaction of
communication, culture, and consciousness as a dynamic process rather than on
communication technology as the singular and driving force of social
transformation. (Milberry)
It is, by now, almost a commonplace to remark that the 20th century is an era of
change, of change unprecedented in its scope, its pace, and its potential for violent
effects on the fabric of civilization.
● For Kenneth Boulding, the changes which have taken place since 1900 are of such
enormous significance that he marks the 20th century as the turning point in
what he calls “the second great transition in the history of mankind”—that is,
the transition from “civilization” to “post-civilization.” According to
Boulding, the impetus for that transition is provided by a radical shift in
what he calls man’s “image” of reality.
● Thomas Kuhn refers to the same kind of radical shift as a revolution in
paradigms; Pierre Teilhard de Chardin calls it a change in the noösphere; Ervin
Laszlo, Ludwig von Bertalanffy, and others call it simply a shift in man’s world
view.
● What each is referring to is an epochal change in the status, organization, and
application of knowledge. (“What is Media Ecology?”)

8. 1. Lance Strate’s book Media Ecology:-
Strate starts with locating the area of media ecological inquiry. For this, he uses a set
of questions that concern media ecologists: “What does it mean to be human? What are the
conditions that shape and influence us as a species? How does human communication,
consciousness, and culture change over time, and in concert with the changing
circumstances in which we find ourselves? What drives human history?(Strate)
Lance Strate has found a solution. He singled out four central concepts of media ecology
and grouped around them all other notions, concepts, theories, and names. This
epistemological taxonomy is, perhaps, the most important and innovative finding of the
book. The four central concepts are “Medium”, “Bias”, “Effect”, and “Environment”. Each
of them gives the name to a chapter with the notion’s analysis and a review of the most
important ideas and authors. As it turns out, the broad range of material,
anthropological, historical, philosophical, environmental, symbolical and all other
facets of media ecology, despite their heterogeneity, fit just fine into these four
fundamental categories, thus providing a coherent view of the field. (Strate)
Major Theorists

9. - According to Robert Logan… 2. Marshall McLuhan:-
Media and Technology Are Interchangeable in McLuhan’s Philosophy of Media Ecology Note that
McLuhan uses the terms technology and media interchangeably. He talks of print as “the
technology of individualism” but then refers to “media fallout”. To understand McLuhan
philosophy of media ecology, it is essential to understand that media are technologies and
technologies are media. McLuhan regards all technologies and all tools as media. The term
media is most often used in common practice solely to refer to communication media. For
McLuhan, a chair is as much a medium as is a newspaper. The content of the chair is the person
sitting in it, whereas the content of the newspaper is its news stories and its advertisements.
In Understanding Media, McLuhan analyzed many different communication media ranging from
the spoken and written word to radio, movies, television and computers as well as comics and
ads. (Logan)
For McLuhan, "technology" includes hardware, software and all forms of organization. A
technology or medium is any artifact or methodology that mediates between a human user and
his or her environment where the environment includes the physical, biological and social
dimensions of human interactions. The fact that computers are referred to as information
technology supports the notion that the distinction between media and technology is an
artificial one. A computer is both a technology and a medium of communication as is the case
with paper, he pen, the telephone, radio, television and computer. (Logan)

10. McLuhan (1964) also argued that the medium is the message because
the content of a medium is, in a certain way, another medium. For
example, the medium of speech becomes the content of writing, the
medium of writing becomes the content of print, the medium of
print becomes the content of hypertext. Jay David Bolter and
Richard Grusin (1999) refer to this process as remediation. And
they point out that the computer and computer networks remediate
just about every other medium in existence, turning written
documents, books, magazines and newspapers, paintings and
photographs, sound recordings and telephone conversations, as
well as radio, movies, and television, into content for websites
and multimedia presentations. At the same time, computer
displays and interfaces are themselves remediated as content for
older media such as motion pictures and television. When one
medium becomes another medium’s content, it becomes the code,
symbolic form, or aesthetic style used to create specific
messages. (Mumford et al.)

11. "The Social Dilemma" is a thought-provoking documentary-drama
released in 2020 that uncovers the darker side of social media and its
far-reaching impact on society. It explores how social media platforms
are intentionally designed to be addictive, keeping users engaged with
features like notifications, likes, and personalized content feeds. The
documentary raises concerns about privacy violations, as tech
companies collect vast amounts of personal data without users' full
understanding. It delves into the way algorithms curate content,
potentially leading to echo chambers and polarizing society. "The
Social Dilemma" also highlights the mental health issues that can arise
from constant social comparison and the spread of fake news,
emphasizing the real-world consequences of disinformation. Featuring
insights from former tech industry insiders, the film underscores the
urgent need for viewers to critically evaluate their online behavior
and engage in discussions about the ethical implications of modern
technology. It has played a significant role in sparking conversations
about technology's impact on society and the importance of digital
literacy. (Orlowski)
Media Ecology Examples

12. Moreover, while our article has summarized the key lessons of
different frameworks, it remains difficult to clearly apply an
ecological lens to media and movements, because of the contrasts
in the conceptions of what a media ecology represents, and the
fast-evolving scenario of contemporary media that continuously
challenges our understandings of media ecologies. (Treré)
In summary, Media Ecology theory provides a valuable framework
for understanding how media and communication technologies
profoundly shape our culture, society, and personal lives. It
highlights the idea that media are not neutral tools but
powerful forces that influence our perceptions and behaviors.
This theory reminds us to critically analyze the impact of
different forms of media on our world and emphasizes the need
for media literacy in our ever-evolving technological
landscape.
Conclusion

13. Islas, Octavio. “Philosophies | Free Full-Text | Media Ecology: A Complex and Systemic Metadiscipline.” MDPI,
https://www.mdpi.com/2409-9287/1/3/190#B8-philosophies-01-00190. Accessed 22 October 2023.
Logan, Robert. “(PDF) McLuhan's Philosophy of Media Ecology: An Introduction.” ResearchGate,
https://www.researchgate.net/publication/305817681_McLuhan's_Philosophy_of_Media_Ecology_An_Introduction.
Accessed 23 October 2023.
Milberry, Kate. “Media Ecology - Communication.” Oxford Bibliographies, 23 May 2012,
https://www.oxfordbibliographies.com/display/document/obo-9780199756841/obo-9780199756841-0054.xml.
Accessed 22 October 2023.
Mumford, Lewis, et al. “Studying Media AS Media: McLuhan and the Media Ecology Approach.” Fordham Research
Commons, https://research.library.fordham.edu/cgi/viewcontent.cgi?article=1004&context=comm_facultypubs.
Accessed 23 October 2023.

14. Orlowski, Jeff, director. The Social Dilemma. Exposure Labs, Argent Pictures, Agent Pictures, The Space
Program, 2020, https://www.netflix.com/in/title/81254224. Accessed 22 October 2023.
Ratan, Shobhit. “New Media Ecology. By Shobhit Ratan | by Shobhit Ratan.” Medium, 4 May 2020,
https://medium.com/@sratan14/new-media-ecology-dc2de85095a. Accessed 22 October 2023.
Strate, Lance. “A Media Ecology Review.” Centre for the Study of Communication and Culture: Home, 2004,
http://cscc.scu.edu/. Accessed 22 October 2023.
Strate, Lance. “The Mind Map of Media Ecology: A Review of Lance Strate’s Media Ecology: An Approach to
Understanding the Human Condition.” New Explorations: Studies in Culture and Communication, 2017,
https://jps.library.utoronto.ca/index.php/nexj. Accessed 22 October 2023.

15. Treré, Emiliano. “(PDF) Media ecologies and protest movements: main perspectives and key lessons.” ResearchGate,
https://www.researchgate.net/publication/284750061_Media_ecologies_and_protest_movements_main_perspectives_and_key_l
essons. Accessed 23 October 2023.
“What is Media Ecology?” Sintelly, 14 May 2020, https://sintelly.com/articles/what-is-media-ecology/. Accessed 22 October 2023.
“What Is Media Ecology?” Media Ecology Association, https://www.media-ecology.org/What-Is-Media-Ecology. Accessed 23 October
2023.