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Footnote

Rez. in: JASIST 58(2007) no.8, S.1222 (P.K. Nayar): "Media ecology is the intersection of information and communications technology (ICTs), organizational behavior, and human interaction. Technology, especially ICT, is the environment of human culture today-from individuals to organizations, in metropolises across the world. Fuller defines media ecology as "the allocation of informational roles in organizations and in computer-supported collaborative work" (p. 3), a fairly comprehensive definition. Fuller opens with a study of a pirate radio in London. Adapting thinkers on media and culture-Stuart Hall, J. F. Gibson's ecological psychology, Deleuze and Guattari figure prominently here. Exploring the attempted regulation of radio, the dissemination into multiple "forms," and the structures that facilitate this, Fuller presents the environment in which "subversive" radio broadcasts take place. Marketing and voices, microphones, and language codes all begin to interact with each other to form a higher order of a material or "machinic" universe (Fuller here adapts Deleuze and Guattari's concept of a "machinic phylum" defined as "materiality, natural or artificial, and both simultaneously; it is matter in movement, in flux, in variation, matter as a conveyer of singularities and traits of expression," p. 17). Using hip-hop as a case study, Fuller argues that digitized sound transforms the voice from indexical to the "rhythmatic." Music becomes fundamentally synthetic here (p. 31), and acquires the potential to access a greater space of embodiment. Other factors, often ignored in media studies, include the role of the DJs (disk jockies), are worked into a holistic account. The DJ, notes Fuller is a switch for the pirate station, but is also a creator of hype. Storing, transposing, organizing time, the DJ is a crucial element in the informational ecology of the radio station. Fuller argues that "things" like the mobile phone must be treated as media assemblages. Pirate radio is an example of the minoritarian use of media systems, according to Fuller.
Moving on to Web pages-Heath Bunting's cctv-world wide watch, where users watching four Webcams are encouraged to report crimes on an HTML form, which is then sent to the nearest police station-Fuller shows how cultural and technological components mesh uneasily in the project. Fuller argues that the "meme" (a kind of replicator that mutates as it passes from person to person or media to media, and works in combination with its immediate environment) or "bit" of identity constitutes a problem for surveillance. Packets of information-often the most common "meme" in Web technology-is, for Fuller, the standard object around which an ecology gets built. Networks check packets as they pass isolating passwords, URLS, credit data, and items of interest. The packet is the threshold of operations. The meme's "monitorability" enables not only dissemination through the network, but also its control. Memes, or what Fuller calls "flecks of identity" are referents in the flows of information-they "locate" and "situate" a user. Fuller's work is full of rich insights, especially into the ways in which forces of power operate within media ecologies. Even when the material/technological object, such as the camera or the Webcam turns in on itself, it is situated within a series of interrelated forces, some of which are antagonistic to the object. This insight-that contemporary media technology works within a field of antagonistic forces too-is Fuller's major contribution. Fuller is alert also to the potential within such force fields for subversion. Pirate radio and phreaking, therefore, emblematize how media ecologies create the context, possibility, and even modalities of political and social protest. Unfortunately, Fuller's style is a shade too digressive and aleatory for us to discover these insights. In his eagerness to incorporate as many theorists and philosophers of media/technology-he moves from Nietzsche to Susan Blackmore, sometimes within the space of a single paragraph-Fuller often takes a long time to get to his contribution to the debate or analysis. The problem, therefore, is mainly with style rather than content, and the arguments would have been perfectly fine if they had been couched in easier forms."