What is Media Ecosystem

This chapter promotes a reflection on the ways in which the media affect communicative practices of organizations, especially in the construction of their visibility. It explores the concept of visibility and how this phenomenon has been changing with the development of the media, especially with social media. The theoretical framework covers the mediatic and digital context, including other concepts: organizational communication, strategic communication, mass media, and social media. Following this, the main focus is on visibility, by considering visibility as a social and media phenomenon and its particularities in social media. Implications of these issues for organizations and their communicative practices are reported, and some solutions and recommendations focused on a strategic and responsible performance by organizations in managing their (in)visibility. Some directions for future research are listed and then the conlusion returns to some central ideas.