Media Ecology

• Proponent

  Marshall McLuhan
• Year proposed

  1964
• Media ecology is a study of how media and communication processes affect human perception and understanding
• Media ecology examines the environments created by media, the idea that technology and techniques, modes of information, and codes of communication play a leading role in human affairs
• Each medium constructs its own environment which influences how individuals think, communicate, and interact with the world around them.
• HISTORICAL CONTEXT

  Media ecology is closely tied to the evolution of our communication technologies and how they have shaped our society. Because people need to keep up with the evolution of our communication technologies, then came the concept of Media Ecology.
• What does the word 'ecology' imply

  It implies the study of environments and their structure, content, and impact on people
• Examples of media ecology

  (1) Media ecology could be used to analyze how media technologies influence cultural norms, values, and practices. (2) Political strategists can apply media ecology to design campaign strategies to effectively use different media to reach and influence voters
• Medium is the message

  According to McLuhan, the way that we send and receive information is more important than the information itself. The medium has more influence than the content. Medium tends to shift the power to communicate and influences the content and character of media.
• Example of "the technology that transfers the message changes us."

  Oral cultures, printed word, electronic media
• During McLuhan's time, he described electronic media as...

  A way of uniting people and encouraging participation because of easy communication with the world. Global village was emerging.
• Example of medium as the message


  (1) Tiktok shapes how we prefer to consume easy-to-digest content and prioritize entertainment. (2) Television as fast-paced, visually-driver, emotionally charged reports over in-depth analysis affect how we digest information
• Example of media ecology in our daily life

  Social media platforms shape the way content is produced, distributed, and consumed. For example, Instagram promote trends through visual content which encourages followers to adopt certain fashion or lifestyle choices. Twitter allow users express their beliefs and emotions publicly such as viral discussions like body positivity. Hence, personal identity and self-expression becomes increasingly tied to popular content and trends.
• Framing theory

  Suggests that "how something is presented (or framed) to the audience influences the choices people make about how to process that information."
• It is the theory that works with the concept of Media Ecology

  Framing theory
• Framing theory relation to media ecology

  It explains how media platforms shape the way information is presented or framed ("how is the information presented?"), which influences how audiences understand it
• In media ecology, different media environments like television, media, print each have unique methods of framing content that can affect audience interpretation. (Example: media often frame issues through trends and personal identities, while traditional media frame stories in a more structured and fact-based approach)
• For example in political news coverage...

  Media Ecology would focus on examining how television and social media's visual and rapid nature influence political discourse. While framing theory would focus on HOW a specific issue is presented.
• Objective of the study in media ecology

  Analyze the media ecology and the role of influencers in Fiji's media ecosystem
• Results of Media ecology study

  Social media influences in Fiji play a crucial role in bridging the gap between traditional media and social platforms. They shape public discourse but they also collaborate with mainstream media.