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By Stig Hjarvard

Mediatization has emerged as a key notion to think again outdated, but primary questions about the position and impact of media in tradition and society. particularly the speculation of mediatization has proved fruitful for the research of ways media unfold to, turn into intertwined with, and impression different social associations and cultural phenomena like politics, play and religion.

This booklet offers an immense contribution to the theoretical knowing of the mediatization of tradition and society. this is often supplemented through in-depth reviews of:

  • The mediatization of politics: From celebration press to opinion industry;
  • The mediatization of faith: From the religion of the church to the attraction of the media;
  • The mediatization of play: From bricks to bytes;
  • The mediatization of habitus: The social personality of a brand new individualism.

Mediatization represents a brand new social within which the media have emerged as an immense establishment in society even as they've got turn into built-in into the very cloth of social and cultural lifestyles. utilising a huge notion of the media as applied sciences, associations and aesthetic types, Stig Hjarvard considers how features of either previous and new media come to persuade human interplay, social associations and cultural imaginations.

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In accordance with the "model of influence of presumed influence" (Gunther and Storey 2003; see also Mutz 1989) the influence of media messages may not only be direct, but perhaps more often indirect. Politicians act on their perception of media influence on others, and the more they tend to believe that the media influence other people's perception of politics, the more they will engage in media-related activities to ensure exposure of their own arguments and actions. Cohen et al. Tidors of power.

Politicians have acquired new outlets for political messages and actions, such as websites and social networking media, for instance, blogs, Facebook, and Twitter. As Bruns (2005, 2008) has observed, journalists are no longer the sole gatekeepers of news distribution, because anyone can, in principle, publish news and opinions on the Internet and social networking media. Following Bruns, the role of gatekeeper must give way to the new role of gatewatcher. In a media environment where the problem is not the scarcity of news sources, but the abundance of available information across a range of media platfonm, the role of both audiences and journalists becomes to "watch the gate" and redistribute and qualify already existing infonnation.

Tidors of power. 57 The very perception of the media's ability to influence the political viewpoints of others is therefore a factor in the political process, ilTespective of its possible real influence. In this respect it is interesting to note that politicians often ascribe more power to the media's agenda-setting influence than journalists do. Stromback's (2011) study of Swedish politicians' and journalists' perception of various groups' influence on the political agenda demonstrates that both groups ascribe television, radio, and newspapers a high degree of influence, and in the case of members of parliament they consider radio and television more influential than the prime minister.

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