ARTS3091, week3 – Ecologies

Media Ecology refers to the principle that technology profoundly influences individuals and society as a whole. Marshall McLuhan and Neil Postman describe media environment relating to ecosystems – how various media closely relate each other and therefore act like an ecology system. It enhances the understanding of relationship between media and cultural and social change. Here, two media theorists examine how media and communications affect on our perception and understanding of the media. Further, Fuller explains ‘media ecology’ as the massive and dynamic interrelation of processes and objects, beings and things, patterns and matter. Its media ecosystem is highly dynamic, unstable and complex.

Indeed, emergence of new media technologies in the past few decades have led significant changes the way we behave, interact and react with people, culture, society, etc. similarly, it is closely related to concept of technological determinism. Introduction of new technologies brought the most important influence upon society and behavior. It states that media technology shapes/forms how we as individuals in a society think, feel, act and how society operates as we move from one technological age to another e.g., tribal – literate – print – electronic. For an example, advancement of technologies allows us to interact and engage with much knowledge, information and human activities. Especially, web 3.0, electronic agora and social networking service like Facebook, Twitter and YouTube enable us to communicate and interact with others. Besides, it introduce a new to get involved e.g., Occupy Wall Street, Arab Spring, Wikileaks, Crikey, TED, citizen journalism, etc. New media, in particular internet and social networking services (SNSs), became as a major catalyst for spreading influential social revolution and empowers people to raise their voice, such as The Arab Spring and Occupy movement – these constantly affect on our feeling, thoughts, value and behavior. Additionally, Deitz mentions that Wikileaks have changed the relationship between citizens and governments and these new technologies enable us to become an active citizen. It provides broad overview of the new media, cultural and social change.

Political, social, cultural and economic changes, these are correlated with complex and dynamic media ecology. An example of Hitler, it explains new intimate medium such as radio that allows us to talk to people directly in their homes, new forms of media will replace another – President Obama uses Twitter to push his agenda to the public in digital era. Subsequently, new media technology and society has changed dramatically, and will, and always has, how we interact with the world. It also will continue to change in years to come.

The word for blog week #3: metacommunication


Deitz, M 2010, ‘The New Media Ecology’, On Line Opinion: Australia’s e-journal of social and political debate, viewed on 20 March 2013, accessed at <>.

Fuller, Matthew (2005) ‘Introduction: Media Ecologies’ in Media Ecologies: Materialist Energies in Art and Technoculture Cambridge, MA; MIT Press: 1-12

‘Media Ecology’, Wikipedia, viewed on 20 March 2013, accessed at <>.

Media Ecology Association ‘What is Media Ecology’, viewed on 20 March 2013, accessed at <>.


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