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Media ecology theory is the study of media, technology, and communication and how they affect human environments. [1] The theoretical concepts were proposed by Marshall McLuhan in 1964, [2] while the term media ecology was first formally introduced by Neil Postman in 1968.
The key assumption is that, rather than just being the means by which the communication takes place, media is a diverse set of environments that enable the communication to happen; as such, it may alter the meaning and sense of the information that is transferred through it.
Given this perspective, media study is not restricted to just media of communications but all forms of technology. Media and their users form an ecosystem, and the study of this ecosystem is known as media ecology. Media ecology also holds that our environment ultimately changes due to technology.
"The medium is the message" is a phrase coined by the Canadian communication theorist Marshall McLuhan and the name of the first chapter [1] in his Understanding Media: The Extensions of Man, published in 1964. [2] [3] McLuhan proposes that a communication medium itself, not the messages it carries, should be the primary focus of study. [4]
A blank tetrad diagram. Marshall McLuhan's tetrad of media effects [1] uses a tetrad - a four-part construct - to examine the effects on society of any technology/medium (that is, a means of explaining the social processes underlying the adoption of a technology/medium) by dividing its effects into four categories and displaying them simultaneously.
Communicative ecology is a conceptual model used in the field of media and communications research. The model is used to analyse and represent the relationships between social interactions , discourse , and communication media and technology of individuals, collectives and networks in physical and digital environments.
Ecomedia is a field of study that deals with the relationship between non-print media and the natural environment. Generally, this is divided into two domains: cultural representations of the environment in media and environmental impact of media forms.
Social interface is a concept from social science (particularly, media ecology (Marshall McLuhan) and sociology of technology). It can be approached from a theoretical or a practical perspective. As a concept of social interface theory, social interface is defined by Norman Long (1989, 2001). In 2001 his revised definition was: