The paper "The Concept of Mediatization " is a good example of a marketing assignment. Ross and Nightingale argue ‘ audience research is a vehicle for monitoring the impact of both the mediatization of human senses and the industrialization of the productive capacity of the media’ (2003:13). Using examples, briefly discuss the term mediatization. The concept of mediatization is critical to a proper understanding of the role that media plays in culture and society. Although the term ‘ mediatization’ has been used in different texts to discuss the effect of the media on different social phenomena, little effort has been made to explain the concept itself (Hjarvard 2008, p.
106). The term ‘ mediatization’ was used for the first time do examine the impact of the media on political communication. Kent Asp, a Swedish media researcher, spoke about the mediatization of political life in reference to a political system that is adjusted to and influenced by the demands of the mass media during political coverage. Asp (1996, p. 73) One form of adaptation is when politicians phrase their rhetoric using phrases that polarize and personalize the issues.
They do this in order to increase their chances of gaining media coverage (Asp 1996, p. 76). According to Ross & Nightingale (2003, p. 7), mediatized information is one of the five aspects of various media events that always recur as sources of interest in media research. The other elements include audience activities and participants, audience participants as individuals, media power relations, and media time or space of a particular event. The level of people’ s engagement with mediatized information is dependent on many factors. Ross & Nightingale (2003, p.
7) mention five main factors that determine an audience’ s level of engagement with media information. These factors include the definition of the subculture, the variety of media activities chosen, the orientation of media materials, how a subculture is empowered and the interpretation of members of a subculture. Through mediatization, society is being transformed in such a way that information is no longer scarce Schulz (2004, p. 101). In this regard, attention becomes a strategic resource. The resulting competition makes information abundant, thereby transforming media into a powerful institution that impacts on the way in which political institutions set their agendas. With the introduction of the internet, new forms of mediatization have emerged.
The internet has introduced new ways through which information is mediatized. The internet revolution has made it necessary for media researchers to reconsider who is able to participate in today’ s media activities an audience and who is not (Schulz (2004, p. 101). It has also necessitated the task of determining how internet time and spaces change and people’ s thoughts about their day-to-day interactions with the world around them. Mediatization in the information age has also raised new questions regarding regulation and ownership of internet-based media.
Mediatization also brings to the fore the issue of information sharing through new collaborations and contexts. In addition, today’ s media researchers are confronted with the task of determining the types of information that is mediatized for internet use and the way in which mediatization influences the manner in which the world is organized (Ross & Nightingale 2003, p. 11).
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