ARTS3091 Week 3

In the latest blog, there was a mention of an ‘ecology’. However, the idea of a ‘media ecology’ will be explored in depth. In the past, ‘media ecology’ was defined as the study of media as environments. Fuller states that “…’media ecology’ describes a kind of environmentalism: using a study of media to sustain a relatively stable notion of human culture”. It refers to the understanding of the human culture in terms of media and media technology.

This idea of metacommunication reflects our ‘media ecology’ as an idea that everything is interrelated regarding technology, media and culture. As stated by Deitz, “A media ecosystem – a phenomenon in which journalism is a joint project between journalists, non-journalists, accidental journalists, bloggers, politicians, celebrities, and the general public.” It reinforces the many platforms of user-shared content and information in order to share information and inform individuals.

This ‘media ecosystem’ has developed over the many years through the ways individuals use to internet. Technology has excelled to an extent that individuals are able to advocate for themselves through many platforms of media. Through the many ‘media events’ made from Julian Assange’s exploitation of many different political leaders which has greatly informed internet users. The important aspect about our ‘media ecology’ is the access we obtain from our media and how we are forced to utilize this access. It reinforces the shift in the way we define culture and how we culturally live which has altered the way we have been influenced by technology. As Deitz points out from a blog, ‘Big Brother is now us’. This notion of human culture has now altered as media technology has allowed us to be produced culture change through collaboration, transparency and participation. It has been enabled by SNS and blogs that allow people to freely participate in this global community of the internet.

Due to copyright of this image, there is a link available:
It reinforces the idea that human culture has been changed and the ‘media ecology’ is a reflection of how technology, communication and information play a significant part in our lives. The image reflects to interaction with this technologies that is merely a machine. However, the virtual idea of a hand signifies the access and advocacy that has altered the way we utilize technology.

This quote summarizes the ‘media ecology’ idea: “…Matter of how media of communication affect human perception, understanding, feeling, and value; and how our interaction with media facilitates or impedes our chances of survival.” It reinforces the change in cultural values as a ‘global community’.


Fuller, Matthew (2005) ‘Introduction: Media Ecologies’ in Media Ecologies: Materialist Energies in Art and Technoculture Cambridge, MA; MIT Press


ARTS3091 Week 2

The problem that makes our culture become a machinic ‘ecology’. There is this idea that we are changing ourselves to fit our technology which has established a sort of machinic culture. It is no longer the case that technology is recreated to fit our needs. Without this idea of a machinic assemblage, there wouldn’t be this so called culture.

However, the technological machinic assemblage has become the culture of humans. As Marimba Ani said, “culture is a people’s immune system”. An example of this idea is with the use of smartphones, computers and tablets which includes the social, technological, conceptual and desirable machines. It is our culture to be utilizing at least three pieces of technology.

Now, a lot of individuals have felt that three of these items are necessary for this technological age. As a result, it reinforces the idea that it has become a machinic ‘media ecology’. For example, most individuals at university own three items, smartphone, computer and a tablet. The idea that individuals have to be connected and communicate online wherever has created a new type of online culture with the utilisation of new technology. These technologies can be said to be before culture. However, the technologies are now portrayed as desirable commodities that shape the definition of what culture is. It reinforces the idea in technological determinism that “we have no choice but to adopt this technology”.

This link really does question technologies power in terms of how we are becoming more dependent on technology. During one of the TED talk ‘How Technology Evolves’ , it discusses the evolution of technology. This TED talk, at first, seemed to be talking about the negative ideas of technology. However, it gave me great insights into the idea that this machinic assemblage that we should take responsibility in determining the true differences of each person. This ‘machinic ecology’ helps us to determine each individual’s difference. It is what technology wants. Kelly states an important point in which individuals are utilizing it as a medium to explore life and determine what its use should be. Technology should be alternated to suit our needs as well as interconnecting  using these mediums.


Fuller, Matthew (2005) ‘Introduction: Media Ecologies’ in Media Ecologies: Materialist Energies in Art and Technoculture Cambridge, MA; MIT Press

Murphie, Andrew and Potts, John (2003) ‘Theoretical Frameworks’ in Culture and Technology London: Palgrave Macmillan

ARTS1091 Week 1

When I attempt to piece together the definition of media ‘events’, often examples related to viral videos and campaigns arise in my mind. In order for me to reflect on the lecture material, I am going to summarize the meaning of this idea, events.

In order to understand media ‘events’, there is a need to understand the interrelation between media ‘events’, media change and media, cultural and social change. Media ‘events’ occur due to the cultural and social change in the way people use technology and their values. There are subtle changes that we often do not recognise and is often only understood only on the surface. These ‘events’ often have a beginning and an end. Therefore signifies that they are not permanent. 3D printing and Occupy Wall Street are examples of such media ‘events’

As Couldry et al (p 2, 2010) explains that media ‘events’ have three levels; syntactic, semantic and pragmatic. In regards to the syntactic level, media ‘events’ are  the ‘interruptions of routine’ in which are live, pre-planned and organised outside the media. Semantic level includes, ceremonial and and message of reconciliation. The last level, enabling large audiences to view events in a festive style.

Kony 2012 is an example of the syntactic level of media ‘events’ which is a pre-planned marketing technique. During the temporary popularity, it was able to get world-wide recognition and attention.

  • Kony 2012 – During the explosive period in which the video of Kony 2012 went viral, the cultural and social values have definitely altered. Although many of the teenagers are defined as egotistical and self centred in regards to the Gen Y, a lot of teenagers felt compassionate towards this campaign. Although a lot have argued that it may not be as sincere as the video may portray it to be, this media ‘event’ even populated Facebook and Twitter feeds. A lot of news channels had commented on this video as a phenomenon that had become viral with just 48 hours of contact with social media. This viral video and campaign may not be seen as a media ‘event’. However, it has reinforced the new idea of campaigning. This campaign was an event as it had an amazing beginning and definite decline in its end due to the scandals with the director and chairman of Kony 2012. This ‘event’ also reinforced the power of the social media and the change in the human online activity.
  • If you want to refresh your memory, I’ve embed the video just below. 

Likewise with the Tohoku earthquake in Japan which was viewed worldwide on TV, due to the technology that gives us to power to record live and allow us to experience tragedies second hand. This media ‘event’ is an example of pragmatic ‘events’. This disaster had worldwide coverage from many different countries. It is similar to the 3/11 event in which it enabled us to view these tragedies on TV. The Tohoku incident gives us a broader perspective and also reinforces this idea of public journalism. These events have been a mediated representation through these mediums.

These media events reflect a cultural and social change of what is important to individuals now. It also reflects the changes to real events that have been mediated by our technology


Click to access p715.pdf

Couldry N, Hepp A, Krotz F, p 2-6, 2010, Media Events in a Global Age, Routledge, USA