When defining media ecology as a relationship between media and nature, there are varying interpretations of what it actually means. Well known American author and media theorist, Neil Postman (above), defines media ecology ‘a medium as a technology within which a culture grows; that is to say, it gives form to a culture’s politics, social organisation, and habitual ways of thinking’ (Postman, 2000).
My interpretation of media ecology more specifically relates to social media’s impact on global environments. The effect of global environments on social media clearly can interpret the individual’s view of media ecology. If we use a political campaign propaganda agenda in today’s society, politicians have spread and saturated their mass media messages through the evolution of social media. Previously governments or government hopefuls have relied upon expensive direct market campaigns and distributing flyers to households to promote their policies. Thus this message can be costly to produce and effectively it is treated like junk email and disposed in paper recycling bin. The media ecology social media political message becomes more effective, it is less disposable, better for the environment, and it has longer sustained spanning viewing periods. The social media use through media networking sites Twitter and Facebook makes it becomes a global network.
The aspect of Postman’s definition of media ecology ‘within which a culture grows’ is a reflection of society’s views on modern technology in today’s world. This relates to having the latest app on our phone, the best internet deal and the ultimate Netflix television bundle. The attitudes have changed now and not necessarily for the better. There are more distractions in public. Our social skills are less prioritised, phones and text messages and social media posts have replaced face to face communication and can distract family gatherings and sit down meal times. Futuristic online shopping habits have taken away the personal shopping centre experience. Subsequently this culture shift has changed society’s fundamental communication tools and values.
Postman, N, Volume 1, 2000, The Humanism of Media Ecology, Proceedings of the Media Ecology Association
Milberry, K, 2012, Media Ecology, Oxford Bibliographies, http://www.oxfordbibliographies.com/view/document/obo-9780199756841/obo-9780199756841-0054.xml