Tag Archives: Digital native

Bridging the Digital Divide: The Relevance of Marshall Mcluhan’s Media Ecology Theory (Published)

Digital divide is the gap between demographics and areas that have access to modern information and communications technologies and those who do not have this access. This has affected a greater percentage of our 21st century learners in our classrooms today by disconnecting them from the current trends globally which has created a digital divide. This paper seeks to address an attempt at bridging the digital divide: the relevance of Marshall McLuhan’s media ecology theory. This paper thus overviewed the concept of media ecology and Marshall McLuhan’s ecology theory. It further discussed some strategies on bridging the digital divide, characteristics of digital native. Finally, conclusions and some recommendations were made.

Keywords: Digital Divide, Digital native, Media Ecology Theory


The aims of this paper is to reinforce the literature on the digital social networks and their influences on the marketing Having presented and categorized the digital social, networks, we highlighted , the opportunities which brings Web2.0 to the marketing. The advent of Web2.0 imposed fundamental changes which required the revalorization of the role of the consumer in the marketing approach. Indeed, this one is not passive any more, but it becomes a co-value-creating for the company.

Keywords: Coproduction, Digital native, Marketing 2.0, Social media, Web2.0