Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
“Medium Theory”
Meyrowitz , J. 1985 No sense of place: the
impact of electronic media on social behavior
‘Every writer creates his own precursors.
His work modifies our conception of the past,
as it will modify the future’
(1964: 199).
W. Ong
J. Goody
H. Innis
J. Ellull
L. Mumford
E. Havelock
Metaphor
Metaphor and theory
‘Metaphors matter’ (Lakoff and Johnson, 1980).
Metaphors are basic for scientific discourse and theoretical modelling
Media as environments
‘ME is the study of media as environments’ (Postman, 1970).
‘ME looks into the matter of how media of communication affect human perception,
understanding, feeling, and value (Postman, 1970).
‘Media are extensions’ (McLuhan, 1964).
‘Technology alter sense ratios or patterns of perception steadily and without any
resistance’ (McLuhan, 1964).
Intermedia relations
‘The steadying influence of the book as a product of sustain intellectual effort was
destroyed by new developments in periodicals and newspapers’ (Innis, 1951).
Evolution
Interface
Hybridization
Evolution
Origins
Charles Darwin’s On the Origin of Species (1859)
Dictionary
Mutation, natural selection, competence, extinction,
bifurcation, micro-evolution, macro-evolution.
Key-ideas
Ecology thinks in space while evolution thinks in time.
Evolution - Diachronic
(Temporal axis)
Ecology - Synchronic
(Spatial axis)
Evolution
Boyd, B. (2009)
On the Origin of Stories. Evolution, cognition, and fiction
Extinction
Questions
Can media become extinct?
Are we assisting to the extinction of mass media
and broadcasting?
The history of media is full of technological fossils
(from papyrus to telegraph).
But do media really become extinct? Do they,
as McLuhan postulated, survive in the content
of the ‘new’ media?
New
media
species
Explosion
Punctuated equilibrium (Eldredge and Gould, 1972)
Rapid events of branching speciation
Applied by:
- Franco Moretti (2005) -> literary genres (1740-1900)
- Bob Logan (2007) -> explosion of languages
Questions
Are we assisting to an explosion of ‘new’ media
and communication practices?
Can we re-write the history of media from this
perspective?
Interfaces
Interface: a key-concept?
Like system in the 1950s, structure in the 1960s,
or text in the 1980s, interface may be the key concept
of the new generation of social scientists.
Human-machine interface
Technology-technology interface
Key-idea
Every media has an interface (human-technology
interface) and, at the same time, every media
is an interface (technology-technology interface).
Interfaces
Media interfaces
The interface is the place where the evolution of
the media is negotiated -> human-media coevolution
The interface is also the place where media interact
between them -> intermedia coevolution
Key-ideas
The interface is the ‘environment’ that media
ecologists
have been analyzing for the last 50 years.
The study of the interfaces could be considered
the micro-level of Media Ecology analysis,
the minimal unit of analysis (like the sign for Linguistics
or the gene for Genetics)
Coevolution
Concept
Coevolution is also a key concept for Media Ecology.
Questions
Human-media coevolution
How do consumers (readers, viewers, users) coevolve
with their media?
How do media coevolve with their consumers?
Intermedia coevolution
How do two or more media coevolve together
(cinema/TV, web/newspapers, etc.)?
Hybridizations / Remediations
Intermedia coevolution
Hybridizations / Remediations
Scolari, C. (2008)
Hipermediaciones.
Elementos para una
Teoría de la Comunicación
Digital Interactiva
Conclusions
In a few words…
Email: carlos.scolari@gmail.com
Facebook: carlos.scolari
Twitter: cscolari
Blog I: www.digitalismo.com
Blog II: www.hipermediaciones.com
Website: www.modernclicks.net
Carlos A. Scolari
Universitat Pompeu Fabra
Gracias! Barcelona