This collective monograph can be seen as a retrospective logbook of the long journey of the research group Me. The World. The Media (in Estonian Mina. Maailm. Meedia, abbreviated as MeeMa). The book offers a reflexive review of the long-term experience of researching the transformations in Estonian society, particularly by using the lens of social morphogenetic analysis developed by Margaret Archer and her co-workers. Specifically, the book aims to re-conceptualise the main results of the empirical studies from 2002 to 2014 by synthesising different theoretical perspectives on social change.