Communication and Rhetorical Studies
McAnulty College and Graduate School of Liberal Arts
Calvin L. Troup
Janie Harden Fritz
Richard H. Thames
media ecology, rhetoric, communication, Neil Postman, technology, IMC, advertising, communication ethics
This project aims to contemplate Postman’s critique of advertising and offer insights to understand Integrated Marketing Communication (IMC) in today’s mediated environment. As an essential component of IMC, the history of advertising demonstrates and documents that the medium of communication has an extensive influence on IMC practices. The concern about how communication media affect human perception, understanding, and behavior, resides within the central claim of the study of media ecology. Thus, this project investigates IMC through the lens of Postman’s media ecology perspectives, and argues that Postman’s prescient ideas provide both hope and constructive insights. Moreover, Postman’s thermostatic perspective, rooted in media ecology, offers a functional and creative approach to understanding IMC and seeking improvement of IMC practices in today’s mediated environment.
Wang, Y. (2019). When Humanity Meets Technology: Contemplating Neil Postman's Critique of Advertising (Doctoral dissertation, Duquesne University). Retrieved from https://dsc.duq.edu/etd/1793