The Evolutionary Concept in the Development of Media Ecology and Mediation Theory: Is it Time for a General Theory?

Abstract

This work aims to determine how it differs using the theory of mediation and made media ecology theory of evolution. Also how metaphors about nature and living things appear in both theories. Finally it is questioned if we are not in the ideal moment to try a general theory of media coverage, we see it as a possible step that opens discussions within the current media landscape time. According to Marshall McLuhan, the media creates environments that use and affect us. The theory of the media coverage has not been indifferent to this idea, which is what led for many years the obsession with specificity: How has the media built those environments in which we have lived over several decades, which gave new possibilities yet they imposed patterns and limits? What features do the current hyper-mediatized environment have? In this paper, we propose then, a dense dialogue between the two theoretical traditions.