Week 5 - Media Ecology

Media Ecology is the study of information environment which relates how media of communication affect human perception, feeling, understanding and value. According to Media Ecology Association “Media Ecology is defined as the study of the complex set of relationships or interrelationships among symbols, media and culture” (MEA, March 2, 2009). McLuhan states that “The medium is the message.” (Griffin, 2011, P321). This means that the medium which carries the message depends on how the medium is used.

In this theory I will be using Twilight series book and movie for example:

The book ratings may not go as high as it was today if the book was not adapted to a movie making actors like Kriste Stewart, Robert Pattinson and Taylor Lautner has well known actress and actors. If the Twilight book series were not adapted to a movie, their current state may not be the same as they are now. This is also applicable to other books which have been adapted to movies such as the Harry Porter or The Firm.

The impact of a medium has surely change the outcome of a particular message. Relaying on information may be less effective with a particular medium but it may be more effective compared to the previous medium if the same information is transferred by using another different medium such as the previous stated examples.

Federman (2004) states the medium is the message which tells us on the changes in our societal or cultural ground conditions and with using a new medium indicates the presence of a new message. Federman (2004) also stated that it is possible to characterize and identify the new medium before the message becomes obvious; and it takes years or decades for the processing thus he suggests that before the effects become pervasive, People were given the opportunity to influence the development and evolution of the new innovation.

In the theory of McLuhan, he mentioned analysis concerning the hot and cold medium (McLuhan 2001). The equation below explains the theories;

Hot Medium = high information load, low participation.
Cold Medium = low information load, high participation.

McLuhan has stated during his time, the television was a cold medium. Nowadays, hot medium is used more often as it offers more variations of channels to watch which covers different aspects or subjects. Simply said, book encyclopedias might be replaced by television because the information transferred to the audiences are more effective compared to book encyclopedias.

To sum up, Media Ecology is the analysis of information context through media of communication that influence human norms and behaviour. In 2004, Federman proclaimed that the presence of new message from new medium is effected from the changes either from the society or the culture ground. In my view, media can influence the society as per McLuhan theory and that medium does affect the message that it carries and the medium used which can change the meaning of the content. Hot medium is often used in today's society loading high information however with low level of society participating in the medium.





References:

Media Ecology Association [MEA], (March 2, 2009). Constitution and By-Laws of The Media Ecology Association. Retrieved April 9, 2012, from http://www.media-ecology.org/about/constitution.html

Griffin, Emory A (March 7, 2011) Media Ecology Theory of Marshall McLuhan: A First Look at COMMUNICATION THEORY (8th ed.), New York, America: MCGRAW-HILL.

Federman, M. (2004). What is the Meaning of the Medium is the Message?. Retrieved April 12, 2012, from http://individual.utoronto.ca/markfederman/MeaningTheMediumistheMessage.pdf.

McLuhan, M., (2001) Understanding Media: The Extensions of Man. London: Routledg.