Media Ecology and Digital Media Literacy

  • Ivanka Mavrodieva Sofia University St. Kliment Ohridski
Keywords: media ecology, digital media literacy, blogging, social networks and online media


The article is an attempt to highlight some basic features in the meaning of the terms “media ecology” and “digital media literacy”. On thе basis of a brief theoretical observation the indicators are identified and they are combined with the rhetorical analysis, the aim being to identify, on the one hand, changes in the Bulgarian blogosphere, in the business social network Linkedin and in SlideShare. On the other hand, the focus of the investigation is on elements of digital media literacy in a different media environment, and their opportunities for using of digital tools not only by professional journalists.


Angova, S. (2013). Parvite onlayn medii: nova konfiguratsia na mediynia narativ i zhurnalisticheskite praktiki [The first online media: a new configuration of media narrative and journalistic practices]. Postmodernism problems, 8(1), 69-92.

Konstantinova, A. (2013). On-line media. Kontekst i praktiki. In St. Konstantinova (Ed.), Teoria i praktika v onlayn sreda [Online media. Context and practices]. In St. Konstantinova (Ed.), [Theory and practice in an online environment]. Tom 3. Sofia: UNSS.

Mavrodieva, I. (2011a). Balgarskata blogosfera [The Bulgarian blogosphere]. Medii i obshtestveni komunikatsii, 8.

Mavrodieva, I. (2011b). Blogari, zhurnalisti blogari i blogosferi. [Bloggers, journalist bloggers and the blogosphere]. Mediite na 21 vek.

Mavrodieva, I. (2014). Retorika i digitalen svyat: nonsens ili misiyata zadalzhitelna [Rhetoric and the digital world: nonsense or mission required]. Mediite na 21 vek.

Peicheva, D. (2013). Masmediynoto vazdeystvie [Massmedia impact]. Blagoevgrad: UI „Neofit Rilski“.

Peicheva, D. (2011). Medializiranata realnost [Massmedia reality]. Blagoevgrad: UI „Neofit Rilski”.

Peicheva, D. (2014 ). Mediynata gramotnost kato chast ot publichna kompetentnost za uchastie v digitalna sreda [Media literacy as part of public competence to participate in the digital environment]. Postmodernism problems, 4(3).

Bawden, D. (2008). Origins and concepts of digital literacy. In C. Lankshear, and M. Knobel (Eds.), Digital Literacies: Concepts, Policies and Practices. (pp. 17–32). New York: Peter Lang.

Ells, K. (2009). Innis, interstate media ecology as rhetorical criticism. EME: Hampton Press.

Farrell, T. J. (2000). Walter Ong’s contribution to cultural studies: The phenomenology of the word and I–thou communication. Cresskill, NJ: Hampton Press.

Hicks, T. & Hawley Turner, K. H. (2013). No longer a luxury: Digital literacy can't wait. The English Journal, 102, (6). 58-65. National Council of Teachers of English.

Hobbs, R. (2010). Digital and media literacy: a plan of action. (pp. 3-63). Communications and Society Program. The Aspen University.

Islas, O., & Bernal, J. (2016). Media ecology: a complex and systemic metadiscipline. Philosophies, 1(3), 190-198.

Koltay, T. (2011). The media and the literacies: media literacy, information literacy, Digital media, Culture & Society, 33(2), 211–221.

Levinson, P. (1988). Mind at large: Knowing in the technological age. Greenwich, CT: JAI Press.

Levinson, P. (1997). The soft edge: A natural history and future of the information revolution.

London and New York: Routledge.

Levinson, P. (1999). Digital McLuhan: A guide to the information millennium. London and New York: Routledge.

Levinson, P. (2000). McLuhan and media ecology. Proceedings of the Media Ecology Association, Volume 1, 17-22.

McLuhan, M. (1962). The Gutenberg galaxy: The making of typographic man. New York: Mentor.

McLuhan, M. (1964). Understanding media: The extensions of man. New York: Mentor.

McLuhan, M. (1976). Inside on the outside, or the spaced-out American. Journal of Communication, 26(4), 46–53.

Octavio Islas, O. & Bernal, J. D. (2016). Media ecology: A complex and systemic metadiscipline, Philosophies, 1, 190–198. doi:10.3390/philosophies1030190

Peicheva, D., Raycheva, L. (2017). Framing political populism in contemporary media ecosystem. European Quarterly of Political Attitudes and Mentalities 6, (4), 1-12.

Peicheva, D. & Milenkova,V. (2017). Knowledge society and digital media literacy: foundations for social Inclusion and realization in Bulgarian context. Calitatea Vieții,28 (1), 50-74.

Peicheva, D. & Raycheva, L. (2017). Media ecology in the context of media convergence and hybridization. International Journal of Management and Applied Science, 3(5).

Peicheva D., Milenkova, V., Manov, B. & Raycheva, L. (2017). The ICT, e-reading and media ecosystem. In C. Nadib, & W. Frederich (Eds), The 11th International Multi Conference on Society, Cybernetics and Informatics. (pp. 83-87). Proceedings III.

Peicheva, D., Raycheva, L. (2016).The Transformation of reading among the ageing population in the digital age. In J. Zhou, G. Salvendy (Eds.), Human Aspects of IT for the Aged Population. Design for Aging. (pp. 216-225). Springer International Publishing.

DOI 10.1007/978-3-319-39943-0_21

Postman, N. (1968). What is media ecology?

Postman, N. (1970). The reformed English curriculum. In A. C. Eurich (Ed.), High School 1980: The Shape of the Future in American Secondary Education (pp. 160- 168). New York: Pitman Pub. Corp. Retrieved from

Postman, N. (1985). Amusing Ourselves to Death: Public Discourse in the Age of Show Business. NY: Penguin.

Postman, N. (2000). The humanism of media ecology. Proceedings of the Media Ecology Association 1, 10-16.

Raycheva, L. (2014). The challenges of media ecosystem to childhood. Postmodernism problems,4 (2), 88-108.

Raycheva, L. (2018). Debating populism vs democracy in the Bulgarian media ecosystem. Rhetoric and Communication, (37),

Raycheva, L. & Peicheva, D. (2018). The brave new e-word of the human-centered media ecosystem. IHSI Conference Springer book. ` DOI 10.1007/978-3-319-73888-8

Strate, L. (2002). Media ecology as a scholarly activity. Proceedings of the Media Ecology Association, 3, 1-7.

Strate, L. (2006). Echoes and reflections: On media ecology as a field of study. Cresskill, NJ:


Strate, L. (2008). Studying media as media: McLuhan and the media ecology approach, MediaTropes eJournal, I, 127–142.

How to Cite
Mavrodieva, I. (2019). Media Ecology and Digital Media Literacy. Postmodernism Problems, 9(1), 112-131. Retrieved from