The concept of
media ecology was founded on the definition of Neil Postman in 1970, where he
wrote that “media ecology is the study of media as environments” (Milberry,
2012) . This statement forms the foundation in which we can explore and analyse
media ecologies further and gain an insight into media’s relationship with the
mind, technology and the environment. This is the basis of the ideas of Gregory
Bateson and how media ecologies can shape and transform social
communication and interaction.
Bateson
explored the idea of media ecologies as the way in which technology influences
and maintains control over society. The exploration of the media as a
force by which society is determined demonstrates the great power media and
technology has in the modern world. Modern society is very dependant upon the
media, with the media now in the position of the role model in contemporary
communities. It is indicative of our cultural dependence upon media
technologies when anyone who is in the spotlight (including politicians, media
personnel and public figures) requires a team of media minders to manipulate
the message they broadcast to the general public.
My
understanding of media ecology is that it involves the combination
of communications of media, technology, and also technique. This made me
immediently think of my relationship with social media. When I first wake up in
the morning the first thing I check is my Facebook, then Instagram and
then email and text messages so I can constantly be on contact with my friends.
This made me draw back to the idea about meta communication.
Bateson's
research done on monkeys interacting with one another brings to the fore how
crucial and significant meta communication is in processes of communication and
meaning transferals between humans. Reflecting on my own interactions -
everyday I give off signs that may be subtle but are clearly picked up by the
people I am communicating with.
However, since
Bateson says that 'meta-communication indicates levels of consciousness', I can
confidently say that sometimes signals are not picked up by people, and
sometimes people give off signals without realising they are giving them off.
To me this indicates that there is a certain level of self awareness needed for
meta-communication to be effective. Meta communication allows communication to
be richer, deeper and more complex in nature. This is why I find it important
to communicate face to face with clients which, according to Bateson, allows
for a more embodied process of communication.
Media ecologies
have played a very significant role in the development and understanding of
human relationships. People are almost more virtual than real-life in their
existence. Bateson argues that media Ecologies have the "potential for
violent effects on the fabric of civilisation" as it assigns our roles to
us, tells us what we can and can't do and structures the society around us. The
complex relationships between the media, the audience, advertisers, third
parties and the contemporary global environment can be seen in this video which
explores how media ideas are assembled to provide a set of views and cultural
attitudes to which the audience is subjected, and encouraged to follow.
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Bateson,
G. (2000) “A Theory of Play and Fantasy” in Steps to an Ecology of Mind, Chicago:
Chicago University Press, pp. 177-183
Milberry, K. (2012) “Media
Ecology”, Oxford Bibliographies, <http://www.oxfordbibliographies.com/view/document/obo-9780199756841/obo-9780199756841-0054.xml#>
[Accessed 13 March 2014]
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