Ecology of cultural extensions

Abstract

The main focus of this article concerns on the McLuhan´s assumptions about media as communication environment. From this point we try to understand interactions and cultural transformations inside an evolutionary achievement. In this sense, variation is the conceptual basis of extensions and of the ecological approach among different processes and cultural systems. When McLuhan achieves media as environment he not only presents a new object of investigation: he also creates a new methodological and speculative approach to scientific presentation. So, the metalanguage built in his explorations declare the renewal of rethoric uttered by media themselves.