The Concept of Media Ecology from Birth till Date: A Discourse Analysis of Articles, Books and Seminal Monographs

This review is a synthesis and analysis of the evolution, core concepts and the future implications of media ecology on human thought and perception. It is an interdisciplinary subject that studies media as environments impacting societal frameworks, cultural practices and human perceptions. With Marshal McLuhan’s “Medium is the message” and later developments by Walter J. Ong and Neil Postman in the middle of the 20th century. This article is an effort to pay tribute to theorists, researchers, and media specialists on the media ecology. 100 peer- reviewed articles, books and seminal monographs were reviewed and analyzed to construct the solid foundations of the New Media Ecology. The main objective of this article was to create a theoretical framework for the understanding of media ecology theory. The review is based on two main nodes: media as environment and media as species. The deductive approach has been implied to carry out this detailed descriptive analysis. It's the study of how different forms of communication affect human perception, cognition, emotion, and value, as well as how our participation in media helps or hurts our chances of survival. It's challenging to research media ecology since all habitats are essentially intangible and interrelated, making evaluation difficult. This article's content is based on the researches highlighting the need for explanations of new theories and metaphors in contemporary media ecology. Using these findings, we can now begin delving into the interpretation of future metaphors, relating them to society and its mediating wishes and expectations, as well as their origins. The gaps identified in the study is have longitudinal study on media environments and media literacy of the diverse ecological settings.