We are under control?(Metacommunication)

What’s media ecology? Postman defined the central notion of media ecology as the study of media as environments (Postman, 1970, 161), also it can be equally to say the the study of environments as media. Generally, media ecology is a study of complex set of relationships or interrelationship among symbolics, techniques, media and culture.

Below is a youtube link, a more clear definition of media ecology made by Lance Strate.

Also, there is an interesting example of Media ecology.

Then, we’d love to ask who is media ecology? How the communication of media and their techniques modified in human perception, understanding, feeling and value; and how human interaction with media facilities?  The media communications especially are rhetoric study which is the art of persuasion. It has potential power  for controlling the dangerous crowd which is out of control.

Let’s take meta-communication here as an example to illustrate how media communication has potential influences on controlling. Meta-communication as a new, third stage of media coverage reflects that media has a pleading role as a political institution in the third age of political communication (2001). For example. we always follow the information given by newspaper because it has an object stand to distribute information. It’s a kind of meta- communication, the media has a equal discourse role as political institutions. Our origin of information is sort of controlled by media, but are we under control?  For example, President. Obama has a political campaign team which comprised different areas of professions. The discursive discourse made by Obama is really impressed and persuasive to influence the voter’s mind. The media event Obama’s team used has a potential power to present a matured politic thinking and persuade the voter’s to support him. Sometimes, the correct use of media strategy will proportional control the audiences.


Postman, N. (1970), The reformed English curriculum. In A.C. Eurich (Ed.), High school 1980: The shapre of the future in American secondary education (pp.160-168). New York: Pitman.

Spin Doctors in the Unites States, Great Britain and Germany, Meta-communication about media manipulation, The International Journal of Press/ Politics January 2001, vol.6 no.1 16-45: SAGE.


Loss Of Identity? (Machinic)

When we think technics, initially we will think it takes changes in our life. Nevertheless, our culture and social identity are diminished and threatened by the technical such as Goole glass. In this week’s post, I will explain meanings of ‘Machinic’ firstly, and argue how mobility affects on traditional medium and social identity.

Generally, another perspective of the technicsl might be its adaptability (Murphie & Potts 2002, p.31). Much of our perceptions, thinkings or techniques decide the technical productions in general. Also, we found our technologies that are more accelerated and more interactive. Moreover, the technicsl push the emergence of globalisation.  For example, the flows of goods, labor sources and cultures exchange among the countries.

So how can these sort of flows work? Definitely, it’s Machinic works. Basically, the machinic provides a way of thinking through how elements of complex medial systems cooperate to produce something more than the sum of their parts (Fuller, 2005, 6). Machinic emphasis on the way in which media technologies arise from social and culture forces. For example, as Fuller mentioned in the article, the pirate radio in London use the methodology capacity of machinic to be an amazing innovation. Also, it provides for a sensual and technical aesthetics that can be developed in relation to media and music. The ‘Machinic’ pursuits to build a relationship between two discrete or isolatable items and makes them work better.

Recently, the intrinsic way of radio cannot affect individuals any more. But alongside with music, the way in which the pirates have operated in terms of their mobilisation of media systems also make demands in recent years. We would argue, as the emergence of smart phone, which leads people to be lived more convenient and dated. Smartphone challenges the lifestyle of people and the social identity though. Nowadays, such monopolies of knowledge in limited linguistic areas, like the professional jargons that lawyers and doctors uses. Exclusively, much is made of computer elites, and the monopolies of knowledge of those who have access to Internet (Levinson, 1997, 12). For example, people always use the views from Facebook or Twitter, but either of them have been proved to be right. People become more rely on the Internet and mobile. We should argue here that a great many people experience crisis of identity, perceive as their personal problems, and for which they seek help from Internet or another sources.


Sadly, people experience loss or lack of a community, and they feel rootlessness. The loss of a sense of reality makes people lose their social identity. Techniques often register the culture changes directly in relation to media changes.


Fuller, M., (2005), Introduction: Media Ecologies in Media Ecologies: Materialist Energies in Art and Technoculture Cambridge, MA; MIT Press: 6.

Levinson, P., (1997), The First Digital Medium in Soft edge; a natural history and future of the information revolution Lodon: Routledge: 12.

Murphie, A & Potts, J 2002, ‘Theoretical Freameworks’ in Culture and technology, Palgrave, London, p.11-38.

Brands Connect With Media Events(Event)

Media event refers to a way of communication to achieve a purpose of media publicity. I bet almost every Internet user would not be unfamiliar with Apple new products launch event. As a new product will be released, Apple always has a novelty launch event to introduce it to the customer. We’ve got a little more to show you, is their latest launch event for iPad mini, which impresses the audience a lot. It’s not only means the new product will be released later, but also means the size of the product will be smaller. Similarly, many brands concern how to titillate the customer with usage of media event.


The terms ‘information society’ or ‘computer age’ reveals the technology-thinking notion that the society is shaped by its dominant technologies (Murphie & Potts, 2003, 12). Similarly, technologies also register the culture change directly in relation to media change. The media events could be divided into two different forms that based on different technologies. Traditionally, media events are covered in the mass media such as press conference, new announcements, television ads or guest speeches. Nevertheless, it’s digital era right now. Everything happens from Internet firstly, such as YouTube video, Facebook pages and Twitter posts. It also should be mentioned here is, ‘global media events’ are created by the new media technologies, the Internet, which allows people to access the international information.

The Apple is the professional expert at using such media events to drum up excitement for its products although other manufacturers are increasingly trying to use the strategy. Recently, it’s not really difficult to find that many manufacturing company adopt this strategy, such as Amazon, Samsung and Microsoft. However, Apple has nearly perfected the launch event, using them to drive anticipation and increase the sales. Apple’s media events are successful because they focus on the mobile experience over the technology itself and they help build a feeling of community around the Apple brand. We could find that the launch event of Apple not only garners attention for the product, it also boost the reputation of the brand. The product launch event of Apple shows the good relationship between brands development and media events.

The video below is a trailer of Ipad Mini.


Murphie, A., Potts, J. (2003), ‘Theoretical Frameworks’ in Culture and Technology London: Palgrave Macmillan, 12.