Abstract

SCOLARI, Carlos A.. The Echoes of McLuhan: Media Ecology, Semiotics and Interfaces. Palabra Clave [online]. 2015, vol.18, n.4, pp.1025-1056. ISSN 0122-8285.  https://doi.org/10.5294/pacla.2015.18.4.4.

After briefly describing the theories of mass communication, the article focuses on the emergence of two new ways of understanding the media in the 1960s: the semiotics and media ecology. While appearing at first glance as antagonistic approaches, while semiotics focused on the ideological content of the messages, the media ecology despised content to assert the importance of the media, the article aims to create a dialogue between two the highest representatives of both theories: the French Roland Barthes and Canadian Marshall McLuhan. The hypothesis of the article is that the development of a semiotic (applied) interfaces, inspired by the approach of Umberto Eco, would find a meeting point between the two theoretical traditions and from there, display a more complete analysis of current transformations that are occurring in media ecology.

Keywords : Media ecology; semiology; semiotics; media; Roland Barthes; Umberto Eco; Marshall McLuhan; Neil Postman.

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