The New Communication Ecosystem begins with a reflection on McLuhan’s visionary insights into the omnipresence of media in everyday life, as formulated six decades ago in Understanding Media (1964), and extends these ideas to the present day. Alongside an observation of how the digital dimension and its characteristics have reinforced this phenomenon through the integration of previous media logics, this section explores the hybridisation processes that facilitate the coexistence of old and new media and the role of audiences within this context. As highlighted in the opening chapter, these various transformations have given rise to a changing and confusing communication ecosystem, which involves a redefinition of the centrality of media and its traditional role, in favour of a growing prominence of social networks. Throughout its pages, different perspectives are explored within a complex scenario, where the ability to select, the fragmentation of audiences, and generational factors hold significant weight. From the paradox of a media landscape where the role of traditional media is declining and losing centrality, this section discusses its effective role in the mediation process.