Media Ecology Theory.pptx

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 : [email protected]

3. Introduction What is Media Ecology? Ma jor 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. 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_lessons. 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.