Media Ecology Theory Presented by Connie Chan COMM Elements of Human Communication 10/26/2012

Media Ecology The Media Ecology Theory is commonly known as the Medium Theory Its defined by “the study of media as environments” or how the media directly effects society The idea or phrase “media ecology” was introduced by Neil Postman in 1960 Then proposed by the for theorist - Mcluhan for big emphasis on how electronic technology effects society at 1964

Marshall McLuhan Should not only observe media on its own but “the ways in which new medium effects tradition and reshapes social life” Mcluhan also believed that the social impact of the media was an extension of our senses and altered our social world The laws of media is enhancement, obsolescence, retrieval, reversal “man is an extention of nature that remakes the nature, that makes the man”

Four epochs of Human History The Tribal Age (Before 2000 B.C.) An acoustic community The Literary Age ( B.C.) A visual point of view The Printed Age (1450) Prototype of the industrial revolution The Electronic Age (1850) The rise of the global village

Metatheoretical Assumption Media theory tie the world together and focuses on the it’s characteristics Media fix our perceptions and organize our experiences Media infuse every act and action in society

Critique McLuhan's use of words and his clarity make little sense for some people Some writers believe that McLuhan failed to define his words carefully and used too much exaggeration McLuhan offers no apology, he said, "I don't explain—I explore"

Real-life Example Mass media influence on today’s society

Conclusion Media Ecology talks about how communication mediums create these media environments around those who use the medium. McLuhan said “The medium is the message! We live in a message. The content of a new medium is an old medium.”

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