Postman 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.
The definition of hot and cold media presents demonstrates the interesting dynamic that exists between media and audiences. The dialogue between the audience and the media has been constantly evolving with audiences originally playing the role of passive recipient, generally absorbing the hot media that was directed at them. However, with modern media and modern technologies, the landscape of the media environment has shifted, with audiences now able to engage with, and comment on, media, as well as produce their own media products.
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. Nystrom 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.
References
Media Ecology Association ‘What is Media Ecology’ <http://www.media-ecology.org/media_ecology/>
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