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This article proposes an interface between media ecology and project studies. Christine Nystrom’s paradigm for studying human communication systems serves as a bridge, allowing project studies’ concept of the ‘project society’ to be applied to media ecology. The project society, which proposes activity as the driving force behind space, time and relationships, opens the possibility of inverting the hierarchy of the paradigm, placing the elements of the medium (previously tertiary) in the primary position. Through this lens, the article demonstrates how the medium’s activity creates the conditions for communication to occur. It concludes by proposing benefits for both media ecology and project studies. Media ecology gains a novel perspective on the medium’s role, prompting new research questions. Project studies extends its research by successfully applying its concept to another established framework.