Medijų ekologija šiuolaikinių medijų kontekste
Media Ecology in the Context of Contemporary Media

Summary/Abstract: Contemporary media contexts are immeasurably broad. Media are becoming of the most extensive field of research and discussions. The terms of media, mediality, mediation, intermediality and multimediality are used in different branches of science and culture (communication, management, technology, law, art, etc.) in different contexts, and different meanings are often assigned to them. In this way, the needs of the different branches of science are met by naming new phenomena, by defining the mechanisms of interaction and the environment–technology–human relationship. Such a holistic approach may not seem viable for divergent perspectives of the analysis, the scope of a field of research and non-explicitness of the main issues; however, such an approach precisely promises a full understanding and disclosure of the problem. The broader the field of study the stronger the claim for a systematic or ecosystematic approach specifically. When defining the problem, the natural question occurs – what is the place of media in contemporary culture, what is the most precise field of media definition and why media ecology is among the most promising perspectives of contemporary media analysis?

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