Media Ecology And Semiology:Study The Media Ecology From Semiology Perspective

The development of media ecology that originated in North America has gone through three generations.Media ecology scholars explore "the influence of media technologies on people,society,and culture" as the core,research the symbiotic relationship between media and people as their guiding ideology.They put forward the famous important theories such as "Bias of Communication","Imperial Model Theory","The Media is The Message","Global Village" and "Media Scene Theory",which become an important field of communication studies.With the joint efforts of the media ecology scholars,Benjamin Lee Wolf,Susan Lange,Harold Ines,Marshall McLuhan,Neil Bozeman,Paul Levinson,Joshua Merowitz,media ecology finally become another major school of communication after the mpirical school and the critical school.In 2011,when the McLuhan's 100th birthday,the academic world has set off a new wave of research on the McLuhan's communication theory.。Scholars gradually realize the importance of the media ecology to the new media environment that is in the electronic period.However,the problems of the media ecology are gradually highlighted.This study starts from the theoretical focus and the limitations of media ecology and proposed a new perspective on the study of media ecology from semiology,which contribute to the development of media ecology.In the first part of this paper,the author briefly expounds the significance,the status at home and abroad,and methods of the research.In-the second part,it focuses on the theoretical traceability and practical difficulties of media ecology.In the theoretical section,it combed the establishment of the media ecology and the main theories of the media ecology scholars at different periods.In the realistic dilemma part,the author focuses on the current difficulties in the inheritance limitation of scholars',the theoretical limitations of media ecology theory,and the perspectives limitation of media ecology research.The third part is the author's solution to the problems existing in the media ecology.The author thinks that media ecology studies can be integrated with the development of semiology which is a common methodology of humanities and social sciences.It studies from three aspects,perspective,method and application of semiology in media ecology.And then it systematically expounded the media ecology form semiology perspective,which is the most important part of this paper.At last in the forth part,the author explores the significance and the trend of the integration of media ecology and semiology,which provide a direction for future researchers.