The Analysis Of E-journal's Media Ecology

Media ecology 20^th century originated in the 1960s in North America, it used a biology ecology theory, to study media system, social system and the crowds, and between the three of mutual relations and interactions. Media ecology of human society as an ecosystem, and the media will be there with the audience as the biological factors. Its ultimate goal is the pursuit of media and audiences, the media and society, and the balance between the media and harmonious relations.E-journal is so far the largest extent and the functional integration of a variety of media tools. Although it populated in 2006 on the Internet, but its rapid development and advantages of multimedia integration have made it a new form of online media. Today, it has been able to whip up an upsurge, not because of what the specific E-journal's success but its significance during the public dissemination embraced by the vast potential of the release. Hotspots for the use of the Internet Web2.0 technology, E-journals make a person a media, all spread to all the dreams into reality. Meanwhile with the development of the Internet, it also has the deeper meanings and special functions.At present, the viewpoint–"the ecology viewpoint is the main thought foundation"is accepted by more and people. At the mean time, it has become the inexhaustible power. The western scholars think that the best way to study the phenomena and problem of the communication is using the principle of ecology. The media ecology provides a new means to study e-journal objectively. Further more it will be easier to recognize the situation of e-journal when we considered it as organism. As the new organism in the media ecosystem, the birth of e-journal influences the environment of the media ecosystem. It not only has lot of advantages of the other media, but also has many superior characters such as multi-media and exactly. In my opinion, the most important for the e-journal to achieve success is to find its exact position in the media ecosystem. Extending the advantage, modifying the position in the media ecosystem properly, and seeking the compatible relationship between the competition and cooperation in the media ecosystem, we can improve the environment of the media ecosystem.