Many ecologists are using media ecology as an analytical framework, to explore whether the current new media has a "new" stranglehold on culture or are they simply extensions of what we have already experienced. The new media is characterised by the idea of web 2.0. It was coined in 2003 and popularized by a media consultant, Tim O'Reilly. He argues that a particular assemblage of software, hardware and sociality have brought about 'the widespread sense that there's something qualitatively different about today's Web. This shift is characterised by co-creativity, participation and openness, represented by software that support for example, wiki-based ways of creating and accessing knowledge, social networking sites, blogging, tagging and 'mash ups'. The interactive and user-oriented nature of these technologies have transformed the global culture into a participatory culture which proves Neil Postman's saying " is not additive; it is ecological".