ABSTRACT
This chapter offers an eco-critical perspective on one of the metaphors used in the field of media studies. It re-evaluates the idea of flow and draws attention to the fluid boundaries between media as an abstract, cultural concept, its material and environmental grounding. The chapter explores the theoretical aspects of the convergence of ecomedia studies and media ecology using the concept of flow. It explains the broadcasting of ecological metaphors that generates the comparisons between the unrelated objects or ideas through the use of objects or ideas associated with the natural world. The media scholars uses the ecological metaphor flow to describe the aspects of the production, consumption and circulation of media content that engage in ecocritical analysis of broadcast media flow from different angles. Digital Dumping Ground demonstrates how understanding the complex global issue of electronic waste (e-waste) involves a flow of ecomedia studies concerns into the realm of media ecology studies.
