Week 5

In week 5, we studied about Media Ecology. "Media Ecology is the study of different personal and social environment created by the use of different communication technologies." (Griffin, 2009, p.313). In other words, its the study of the medium of media. "A medium is a specific type of media; for example a book, newspaper, radio, television, telephone. film, web site. or email." (Griffin, 2009. p.313).

We touched on Communication versus Media Ecology. Communication focuses on audience reception and meaning-making.While, media ecology focuses on system and environment change of medium changes the whole communication environment. Media ecology critiques communication models.

Issues of media ecology is that technology is shaping our worldview, in other words, it is called technological determinism. There's 4 types of determinism:-

1) No Determinism- The media does not shape the society
2) Hard Determinism- The media alters the society directly, meaning that, we can't live without technologies
3) Soft Determinism- The media may alter the social structure
4) Partial Determinism- The media is one of many factors that shapes the society.

The three paradigm of viewing media:-
Medium as conduit
Medium as language
Medium as an environment

Media effects:-

Proposition

first proposition- media directly affects the viewer
second proposition- media is generally psychologically harmful and potentially dangerous. Meaning media desensitize society, what was once scary and gruesome in the past is not longer the same today.
third proposition- media damages community and social life.

Criticism 

first criticism- cultivation theory, the media is experienced and the influence it gains take time, not suddenly.
second criticism- media violence does not equate to social/ personal risk. The violence that we see through media doesn't mean that we, the people, will follow this violence act.
third criticism- media ecology, the medium and environment changes the interpretation of the content.

"The Medium Is The Message" by Marshall McLuhan

We have to prioritize the medium over its content. "The reason is that the "content" of any medium is always another medium." (McLuhan, 1979, p.391). There's two type of medium:-

Hot Medium- which means that the medium gives a lot of information but low in participation.(McLuhan, 1964, p.23).

Cold Medium- which means that the medium gives less information but high in participation. (McLuhan, 1964, p.23).

The Mobile Phone

How Mobile Phone, the medium, effects me??
-It's one of the Medium that is important to majority of the people today for communication that is.
-It's portable and I could communicate others easily.
-For me its a high medium, this due to the reason that, today's phone could access to the internet, high information, but the participants is the owner of the phone.

Reference list

Griffin, E. (2009) A first look at communication theory (7th ed). Glencoe, IL: McGraw Hill

McLuhan, M. (1979). The Medium Is The Message. In Mortensen, C. D. (Eds.)., Basic Readings In Communication Theory (2nd ed.). (p.391). New York

McLuhan, M. (1964). Understanding Media: Extension Of Man. London: Routledge