Media Ecology Theory

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MEDIA ECOLOGY THEORY

Terms| Definitions|
 Media Ecology Theory|  the medium is the message; the laws of media (enhancement, obsolescence, retrieval, reversal) demonstrate that technology affects communication through new technology|  media ecology|  the study of how media and communication processes affect human perception, feeling, emotion, and value| | |

 bias of communication|  Harold Innis's contention that technology has a shaping power on society|  global village|  the notion that humans can no longer live in isolation, but rather will always be connected by continuous and instantaneous electronic media|  epoch|  era or historical age|

 tribal era|  age when oral tradition was embraced and hearing was the paramount sense|  literate era|  age when written communication flourished and the eye became the dominant sense organ|  print era|  age when gaining information through the printed word was customary, and seeing continued as the dominant sense|  electronic era|  age in which electronic media pervades our senses, allowing for people across the world to be connected|  ratio of the senses|  phrase referring to the way people adapt to their environment (through a balance of the sense)|  the medium is the message|  phrase referring to the power and influence of the medium-not the content-on a society|  hot media|  high-definition communication that demands little involvement from a viewer, listener, or reader|  cool media|  low-definition communication that demands active involvement from a viewer, listener, or reader|  laws of media|  further expansion of Media Ecology Theory with focus on the impact of technology on society|  tetrad|  organizing concept to understand the laws of media|  enhancement|  law that states media amplify or strengthen society|  obsolescence|  law that states media eventually render something out of date|  retrieval|  law that states media restore something that was once lost|  reversal|  law that states media will-when pushed to their limit-produce or become something else|  technopoly|  a term coined by Postman that means we live in a society dominated by technology|

Media Ecology Theory Assumptions
* Media infuse every act and action of society
* Media fix our perceptions and organize our experiences
* Media tie the world together
* We create technology and technology recreates who we are * Media fill our existence.
* Media fix our perceptions and organize our experiences. * Media tie the world together

Four eras in media history
* The tribal era - oral tradition; hearing was the paramount sense (story telling) * The literate era - written communication; the eye the dominant sense; the creation of the alphabet; Mathematics and analytical logic replaced storytelling Four eras * The print era - printed word was customary and seeing became the dominant sense; printing press brought knowledge to the masses; multiple, identical copies creates homogenization. * The electronic era - electronic media pervades our senses, allowing for people across the world to be connected; returned us to tribalization

The effect of the medium is largely subconscious. McLuhan and Fiore (1967) argue that not only are we influence by the media, we can be seduced by it as well.Hot or Cool? Hot media are high-definition forms of communication that demand little from involvement from a viewer, listener, or reader. (Radio, lectures, movies, books, and digital photographs) Cool media are low-definition forms of communication that demand active involvement from a viewer, listener, or reader. (Cartoons, conversations, television, telephone, and seminars as examples of cool media.)

The tetrad
McLuhan and McLuhan (1988) offer four laws of media, phrased as questions. 1. What do media enhance?
2. What do media make obsolete?
3. What do media retrieve?
4. What do media reverse?

What is Media...
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