The Other Side of Mediatization: Expanding the Concept to Defensive Strategies

IF 4.7 1区文学 Q1 COMMUNICATION

Communication Theory Pub Date : 2020-08-10 DOI:10.1093/ct/qtaa011

Daniel Nölleke, Andreas M. Scheu, Thomas Birkner

引用次数: 12

Abstract

Most research on mediatization focuses on media-related actions and structural adaptations that aim to increase media attention. However, social actors may also opt for defensive strategies and try to avoid media publicity. In this article, we conceptualize defensive and offensive mediatization strategies as complementary methods that social actors use to deal with media publicity and public attention as well as to proactively shape mediatization processes. We employ an exploratory approach to identify and systematize defensive mediatization strategies. Consequently, we contribute to a more complete understanding of mediatization and provide starting points for further empirical analyses of media-related strategies used by social actors. A secondary analysis of the data from previous research projects suggests establishing three categories of defensive mediatization strategies—persistence, shielding, and immunization—with regard to the levels of individual actors, organizations, and social systems’ routines and norms.

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媒介化的另一面:将概念扩展到防御战略

大多数关于媒体化的研究集中在与媒体相关的行为和旨在增加媒体关注的结构适应上。然而，社会行动者也可能选择防御策略，尽量避免媒体宣传。在本文中，我们将防御性和进攻性媒介化策略概念化为社会行动者用来应对媒体宣传和公众关注以及主动塑造媒介化过程的互补方法。我们采用一种探索性的方法来识别和系统化防御性的媒介化策略。因此，我们有助于更全面地理解媒体化，并为进一步实证分析社会行为者使用的媒体相关策略提供起点。对先前研究项目数据的二次分析表明，根据个体行为者、组织和社会系统的惯例和规范的水平，建立三种防御性媒介化策略——持续、屏蔽和免疫。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Communication Theory COMMUNICATION-

CiteScore

9.00

自引率

2.70%

发文量

期刊介绍： Communication Theory is an international forum publishing high quality, original research into the theoretical development of communication from across a wide array of disciplines, such as communication studies, sociology, psychology, political science, cultural and gender studies, philosophy, linguistics, and literature. A journal of the International Communication Association, Communication Theory especially welcomes work in the following areas of research, all of them components of ICA: Communication and Technology, Communication Law and Policy, Ethnicity and Race in Communication, Feminist Scholarship, Global Communication and Social Change, Health Communication, Information Systems, Instructional/Developmental Communication, Intercultural Communication, Interpersonal Communication, Journalism Studies, Language and Social Interaction, Mass Communication, Organizational Communication, Philosophy of Communication, Political Communication, Popular Communication, Public Relations, Visual Communication Studies, Children, Adolescents and the Media, Communication History, Game Studies, Gay, Lesbian, Bisexual and Transgender Studies, and Intergroup Communication. The journal aims to be inclusive in theoretical approaches insofar as these pertain to communication theory.