Media ecology essay

In todays culture, the development of the smartphone has played a big role in the improvement of mass communication. Media ecology, a theory coined in 1968 by Neil postman, aims to describe ways in which diverse media environments shape todays society and our everyday lives. Media environments are constantly changing as well as impacting audience behaviour which links to how to smartphone has made such a difference in the last decade and is influencing media.

The development of the smartphone itself in 1992 revolutionised technology for future generations eventhough it wasn’t until 1997 when the first social media platform ‘six degrees’ was released which led to the release of the internet in 1999. However, only 4.1% of the western world were connected to it which can be contrasted to today where 85% of Americans are active online everyday. Due to technological advancements such as apps that are now available and the rise of social media atleast 92% of people own a smartphone giving them unlimited online communication. 

Due to the endless features the smartphone provides, fragmentation is allowing anyone to watch what they want where they want. Not only that but on average, us households now have a total of 22 connected devices giving them endless variety of content to consume on a daily basis. The configuration of apps have allowed streaming services such as Netflix (238.49 million users) and Disney plus (make their move by connecting ti their target audience personally and on their level in terms of what’s most convenient. Shirkys theory, due to social media, passive audiences are becoming more active and engaged with online material Turing consumers into producers creating the term ‘prosumers’. This along with Web 2.0 have completely changed the way in which people communicate. Fortnite (released in 2017 with a revenue of 5.4 billion)is a great example of this as it allows millions of players from around the world to connect on a single server at any time. They have weekly updates aswell as bonuses in order to keep their audience engaged. 

the development of technology, social platforms, and grass root media has made a significant change in collecting and sharing information. Not only are they not bound by editors guidelines or affiliate with a specific organisation but it has allowed anyone to share a present experience with the world with only a press of a button. "Participatory reporting allows storytelling. Personal experiences of an event reinforce their impact, with each testimony offering a new dimension" a reporter quoted. However, not all live streaming and experience sharing is positive. In 2019, for approximately 16 minutes and and 55 seconds a video was livestreamed on social media as a Gunman proceeded to his attack on Muslim worshippers at two mosques in Christchurch. Unfortunately, before Facebook ha the chance to take it down, it already had a total of around 4000 views, leaving a significant imprint on the viewers as well as encouraging governments to discuss the impact. Today's consumer can be more influential than a marketing campaign itself. A single social media post has the potential to launch an impactful chain of events and create chaos across the social media world. 

Another example of this is during the Covid outbreak. Everyone around the world had live news updates at their finger tips thanks to technological convergence. However, due to lockdowns and forced restrictions people were unable to visit the cinemas (3000 theatres have closed down in the us since 2019) causing an overall decline in popularity. However, streaming services became very successful during the pandemic due to making their content available for people at home through the use of apps. 

Unlike a couple of decades ago when letter writing was the main form of contact. You can now connect with anyone anywhere with a simple text or even a call. Influencers are able to connect with their fans on a more personal level as they share their personal lives on social media. This is clearly defined in mc luhans theory where he reveals that the medium is more important in shaping culture and society behaviour than the message being conveyed in the media. And this is true for all aspects of technological convergence as we have unlimited access to such a wide variety of mediums.

In conclusion, the smartphone has made a big impact in society and has also allowed a power shift from big institutions to audiences though the connectivity the internet provides as well as technology’s influence in audience trends.