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.
The main goal of the article is to offer and schematically elaborate the idea of performative media as a basic model of contemporary phenomenological-hermeneutical philosophy, which is aimed at exploration of the processes described in transcendental phenomenology as “constituting activities”. The performative medium embraces meaningful, spatial, and processual aspects of the human experience of the world, is able to play a part of the theoretical model offering the interesting opportunities for both further development of phenomenological project and productive dialogue between phenomenology and contemporary social sciences.