Mediatization theory and digital media

Communications 36 (1):67-89 (2011)
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In the 20th century, the term “media logic” was introduced to denote the influence of independent mass media on political systems and other institutions. In recent years the idea has been reworked and labeled “mediatization” to widen the framework by including new media and new areas of application. In Section Two the paper discusses different conceptualizations. It is argued that even if they bring new insights, they cannot be unified into one concept, and that they also lack a consistent definition of digital media. Section three provides a definition of digital media in order to identify new trajectories made possible by these media, which have led into a new media matrix built around the internet and mobile devices. It will be argued that the new media matrix cannot be understood from a point of view defined by the framework of 20th century mass media because digital media open new trajectories and because in the new matrix the previously existing media have had to transform themselves.
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