Mediatization (media)

Medialization is a theoretical approach to communication studies, be explained by the changes in social areas (sports, business, politics, ... ) that the communication is increasingly oriented to the time horizons, selection rules, and role requirements of the media.

This means that social change is also due to mass media content and specifications. An early definition, see Blumler and Kavanagh (1999): " Mediatization - the media moving toward the center of the social process. "

Whether, and to what extent, this movement at the center of social processes actually take place, is a question that is discussed by many communication scholars. Focusing in particular on the question whether a medialization of all social sections is given. Thus, the term refers to the appropriation by or the utilization of media in areas where this was not common before. Thus, for example, speaks of a " mediatization of politics" or a " medialization of teaching ";

Term use

In the Media and Communication Studies is no consensus on a uniform use of terminology or mediatization mediatization, so they are used interchangeably. Since the concept of mediatization is historically occupied by the science of history, but a standardized use of the term " mediatization " considered useful. In addition, the phonetic proximity to the term mediation can be additionally connotes wrong.

Differentiation areas

The media coverage is investigated in three dimensions:

This access media criticism and media practice to disparate results.

There are two different types of media coverage:

Looking is always the change of perception:

Traditionale cultures are changed by this permanent " self-perception from the outside " fundamentally.

Academic research

Much of the academic research is concerned with Medialisierungstendenzen in politics. Here, the adaptation of the action and behavior of political actors to the logic and standards of the media system fokussiert.Inzwischen of the legal system deals with the question of how media affect the legal system and the legal thinking and the right communication change (see Boehme - Nessler 2008, pp. 174 ff and pass.)

For example led Hans Mathias Kepplinger and Marcus Maurer before the federal election in 2002 a study that has examined have assigned to the respective candidates and parties which competencies the media and what conclusions are drawn from the voters. Here, the voters considered the television as the main source of information about the current election campaign. In the investigation has proved, among other things, that voters follow the changes of the operative part of the television coverage, and hold it for reality. Another finding of the study is that for a voting decision is not necessarily the expertise, but the sympathy to a trusted personality is crucial. Moreover, it was found that consonant positive reporting a favorable impact on voters and negative contributions reduces the support of the voters. Therefore, it should here be drawn to the immense importance of an independent and uncontrolled press, which is necessary to sustain a democratic society. Voters assume that they find realistic conditions in the television and make a corresponding sound judgment. The authors note this: " In fact, the voters, however, not be based on reality, but on their presentation especially on television ."

In this social process the television now therefore acts as a decision support for the voter. The voters selected on the basis of television coverage, its creators have previously selected which statements and images are broadcast. This clear roles were distributed by television, by the respective politicians are assigned to certain traits and skills. Thus, a decision was not made ​​on the basis of real facts, but be struck by the medial mediated reality. Because of the expense, the frequency and the presence of election campaigns on television in recent years has multiplied, this is a good example of medialization. With the election of the 44th President of the United States Barack Obama was another milestone, by a disproportionate increase in the use of online media, progress in this field.