This article brings media ecology into conversation with Alfred North Whitehead's philosophy of organism in an effort to lure the former beyond its normally anthropocentric orientation. The article is divided into two parts. Part 1 spells out the way Whitehead's approach can aid media ecology in developing a less anthropocentric theory of communication. Part 2 engages more specifically with Mark B. N. Hansen's Feed-Forward: On the Future of Twenty-First-Century Media. Hansen's work is an example of the exciting new directions opened (...) up for media theory by Whitehead's panexperientialist ontology, but I argue that Hansen's attempt to "invert" Whitehead's theory of perception is based on a terminological confusion. (shrink)