A Study On Paul Levinson’s Media Technology Theories Specialization:Communication

Unlike the Empirical school and the Critical School, the scholars of the school of Media Ecology see media technology itself as the object of study and research priorities, take focus on content, thinking that media technology and its evolution is seen as an important driving force for cultural development and social change. As today’s Media Ecology representative, Paul Levinson is called the third generation of that school, known as the "digital age McLuhan" and "Post-McLuhan". He has been expounded that of McLuhan’s and formed its own unique philosophical views. Although Postman has a master-apprentice relationship with Levinson, both of them have different on many other aspects, such as the characteristics of the media, the media stand as well as research foothold. Thus, the study of Levinson media theory helps to discuss Levinson’s theories in the school’s academic status and contributions, and clarify the Media Ecology’s progress and future.In this paper, I mainly discussed the following aspects:First of all, combing the starting point of the school of Media Ecology and paradigm, in order to grasp that school overall. Secondly, I want to considerate Levinson’s theory in the school, comparing with other scholars, such as McLuhan, Postman, and Mumford to judge his theory comprehensively. Then, I hope to answer the question whether his theories provide us a new vision or a new rhetoric. Finally, I return to the overall evaluation of Media Ecology, in order to find the school of theoretical problems and theoretical defects, and understand Levinson and the entire school deeply.Levinson inherit and carry forward the Mumford, McLuhan, revise Postman, Popper and other people’s thoughts, summed up several theories, as well as his attitude of media technology position, positive and optimistic attitude to the evolution of the media and human development. However, he did not jump out of the Media Ecology of defects; his media theories just offer a new media rhetoric, rather than new perspective for the school.