References to media ecologist and Toronto School of Communication founder Marshall McLuhan appear throughout Rushkoff's work as a focus on media over content, the effects of media on popular culture and the level at which people participate when consuming media [REF].
Douglas Rushkoff has served on the Board of Directors of the Media Ecology Association,[REF] The Center for Cognitive Liberty and Ethics,[REF] and is a founding member of Technorealism,[REF] as well as of the Advisory Board of The National Association for Media Literacy Education,[REF] MeetUp.com