Роль Герберта Маршалла Маклюэна в социологии медиа и формировании научного направления «медиаэкологии»
The article examines Herbert Marshall McLuhan’s contribution to the development of the concept that the media are an independent environment where individuals and social groups interact. In the first part of the paper, we put forward an idea that McLuhan suggested a new paradigm for the study of the media that differed from the academic mainstream of his time. This largely determined the fact that, despite his fame, McLuhan was not fully accepted by the 20th century academic community. The second part of the article is devoted to the Media Ecology research area, which makes it possible to integrate McLuhan’s ideas in academic discourse. We analyze the concept of media environment and its key features in McLuhan’s "classical" theory and outline the contemporary stage of comprehending these ideas.