Media ecology theory is the study hepg2 cell line pdf media, technology, and communication and how they affect human environments. The word ecology implies the study of environments: their structure, content, and impact on people. An environment is, after all, a complex message system which imposes on human beings certain ways of thinking, feeling, and behaving.
Media ecology argues that media act as extensions of the human senses in each era, and communication technology is the primary cause of social change. Additionally, scholars have compared media broadly to a system of infrastructure that connect the nature and culture of a society with media ecology being the study of “traffic” between the two. Innis was a professor of political economy at the University of Toronto who studied the role of communication technologies in societies and civilizations.
In his seminal work, The Bias of Communication, Innis looks at various empires in history and notes their use of the written word. He suggests that mediums of communication directly correlate to the spread of knowledge in a society. Therefore, the medium can wield relative influence in that society.
He termed this concept the ‘bias of communication’. During his studies at Cambridge, he became acquainted with one of his professors, I. Richards believed that “words won’t stay put and almost all verbal constructions are highly ambiguous”. However, it took many years of work before he was able to successfully fulfill their approaches.