Media is the generic term for all human-invented-technology that extends the range, speed, or channels of communication (Griffin, 2009, p.312) and ecology implies the study of environment: their structure, content and how it give impact to people (Postman, 1980). Combining those two terms together, we get ‘Media ecology’ which is the study of different personal and social environments created by the use of different communication technologies (Griffin, 2009). Another definition which states a more deeper and straightforward meaning of media ecology is that, according to Neil Postman (1970), media ecology looks into the matter of how media of communication affect human perception, understanding, feeling and value; and how one’s interaction with media facilitates or impedes the chances of survival.
Marshall McLuhan had question the relationship between media and culture, hence McLuhan had suggested that media should be understood ecologically, because changes in technology alters the symbolic environment that shapes the values and norms of society (Griffin, 2009, p. 312). McLuhan’s saying, “The medium is the message’’ illustrates how human perception is usually misled by the thought of content, where people really focuses on the content and overlook the medium (book, newspaper, radio, television etc.), when really the medium is the one that influences how the message is identified. The medium shapes us because, we partake it over and over until it becomes an extension of ourselves.
People think that the content of a medium is important, but when it is understood carefully, the content is derived from medium to medium, but the medium is the main element that changes its delivery and meaning. Hence, the saying “ The medium is the message.”
Reference
Griffin, E. (2009) A first look at communication theory. (7th ed.). Glencoe, IL: McGrawHill.
Hi Sarah
ReplyDeleteWell done! You show an astute understanding of the concept and you supported your answers very well with research from Griffin. My only concern is that it is only one research source. I require a minimum of three research sources. Also, avoid quoting another author in a reference. That's not good scholarly practice.
Finally, and more importantly, you must choose and use a text for analysis. Right now you have showed me your understanding of the terms but you have yet to applied it in any critical manner to show me you truly understand how the theory works. This is very important and I need to see it in future entries.
Overall, a good effort made. Make the changes and your future blogs will be significantly better.