Media is not just simply produced and presented, there are many contributing factors that go into the process. These factors work together in a concept called Media Ecology. Just as in the natural environment where all animals are independent on each other for survival, all factors in the media environment are interconnected.

The elements of media ecology are;

• Technology
• Audience
• Creators
• Government
• Distribution
• Institutions
• Money
• Social Media

In the real world, all of these elements are crucial to the creation of a magazine-

– just to name a few,;creators are needed in the form of actors, but money will be needed to make them so the publishers must ensure that they tailor the magazine to the preferred audience by using social media for market research or to advertise an article. So much technology goes into every aspect, creating the magazine using software, communicating with institutions such as publishers and distributing the magazine digitally to the audience.

Another example: In order to produce a successful YouTube video, all these elements must be considered. Firstly you need creators to come up with concepts and bring them to life such as actresses or artists but you may also need money first to pay them. Next you will need to pay for the technology involved in editing, filming and producing. You will need to consider your audience so that you can advertise your video onto the appropriate social media platforms and you will need these platforms and others to distribute the video. The main distributer in this case is YouTube. Finally you need to ensure that your video meets government guidelines, for example stating when a video includes a paid advertisement and you may need bigger institutions to grow your YouTube channel such as famous managers or brand deals.

Media ecology has taught me how many things I will need to carefully consider throughout my project such as how my elements of media ecology work together to perfectly attract the target audience. Through media ecology, the media can impact our societies perception on many things just by using persuasive techniques through the use of the ecology elements.

 

The media surrounds us frequently in day to day life, even the things you may not think twice about can contribute to your media diet.  A ‘media diet’ is the collection of what you consume and produce into the media; in this digital age, almost everyone with an internet connection is a prosumer, meaning that we don’t only take in the media, we also contribute. Today’s technology advances allow us to share media faster and wider than ever before. Personally I consume far more than I produce- this collage illustrates my general media intake and output.

We can analyse our media diets through the use of the Blumler & Katz Uses and Gratifications Theory. This theory states that every audience is actively seeking media texts to receive their presumed reactions. These intentions are divided into four categories;

• • • Information
    • Personal Identity
    • Integration & Social Interaction
    • Entertainment

A lot of the television programmes and films that I watch are mainly for entertainment- simply a pass time or a pleasurable distraction but some shows such as Outerbanks contribute to my personal identity too because it teaches basic morals and loyalty in friendships. An excellent example of a film that also plays a part in my personal identity is ‘The Lorax’ as it teaches the importance of protecting our planet. Additionally, the programme ‘My Mad Fat Diary’ not only entertains but also informs on mental health issues and how to get help.

Snapchat and Instagram are my main forms of social interaction, I use them daily to converse with friends via pictures, messages, voice notes or group chats. Tiktok is a massive entertainment source but can also provide lots of useful information in the form of tutorial videos, can provide social interaction via the message feature as well as likes and comments and finally it can contribute to my identity as it sets the some trends or values that I have adopted.

Analysing my media diet has taught me the large impact that the media has on us and how naive I was to it before. It will help me in future as I can aim the media that I produce in the direction of one of the Uses and Gratifications in order to capture my target audience and fulfil my intended purpose correctly.