My presentation at the Media Ecology Association Convention 2010. Objective: to explore and expand the ecological metaphor including concepts like media evolution, media extinction, human-media coevolution, etc.

3. ‘ Every writer creates his own precursors. His work modifies our conception of the past, as it will modify the future’ (1964: 199). Jorge Luis Borges Kafka and His Precursors

4. L. Mumford J. Ellull E. Havelock J. Goody H. Innis W. Ong M. McLuhan N. Postman

8. Exploring a scientific metaphor means analyzing the semantic universe of the analogy, translating the basic assumptions from one field to another to check the strength of the metaphor and identify new questions and challenges for media studies. I will limit my reflection to a short list of concepts: Evolution Interface Hybridization

11. ‘ It is time to look at the arts in the light of Charles Darwin’s theory of evolution […] Recent years have seen immensely productive applications of Darwinian ideas in anthropology, economics, social psychology, linguistics, history, politics, legal theory, and criminology, as well as the philosophical study of rationally, theology and value theory […]’ Denis Dutton (2009) The Art Instinct: Beauty, Pleasure, and Human Evolution

12. ‘ Evocriticism (evolutionary-criticism) lets us link literature with the whole of life, with other human activities and capacities, and their relation to those of other animals, as they compete, cooperate, and play, as they observe, understand, and empathize with other. It can reconnect literature with the whole range of human experience […]’ Boyd, B. (2009) On the Origin of Stories. Evolution, cognition, and fiction

14. Big Bang New media species

19. Intermedia coevolution

20. Hybridizations / Remediations Scolari, C. (2008) Hipermediaciones. Elementos para una Teoría de la Comunicación Digital Interactiva