In The Mediatization
of Society Stig Hjarvard presents a theory of mediatization as the key
concept for influencing change in society and culture. Mediatization is a
distinctly late-modern process and it is only in the 20th century
with the proliferation of mass media that media have begun to be studied and
understood in their own right.
It
is becoming increasingly difficult to distinguish between mediated and live
performances. Musical records were once made to reproduce live sound; now live
music is made to emulate recordings. Even dead performers can have a stage
presence: at a recent Coachella music festival, late rapper Tupac was projected
via hologram and “performed” on-stage with Snoop Dogg and Dr. Dre. Media
representations of reality have assumed such dominance in our society that our
perception of reality (and our behavior) are steered by the media, so that even
phenomena like war are long longer what they once were. Signs and symbols of
media culture (images, sound, advertisements) form a simulacra (Baudrillard)
and these semblances of reality not only seem more real than “reality” but
actually replace it.
Media
have their own logic or modus operandi, and these dictate the ways in which
media distribute material and symbolic resources. Media logic influences the
form that communication takes. A tree lends itself to certain functions: it may
be a nest, shade, or food depending on the animal’s own needs.
Direct
mediatization is when banking goes online. Indirect is when one attempts to eat
at a fast-food restaurant and is bombarded with toys or narratives that link to
other media. Direct mediatization makes visible how a given social activity is
transformed into a mediated form, and thus facilitates establishing a “before”
and “after” in order to examine differences. When the media are thereafter
necessary for participation, the mediatization is also said to be a “strong”.
Indirect mediatization, however, is subtler and does not necessarily directly
affect the way an audience participates.
Before
1920, media were insturments of other institutions, but with the advent of
radio they gradually became institutions unto themselves. From 1920-1980 media
were largely steered by the public in an attempt to inform them, but since then
media institutions have become more independent in their competition for
audiences.
Mediated
interaction is neither more nor less real than non-mediated interaction, but
mediation affects the circumstances of the interaction between individuals who
do not share physical space. In face-to-face interactions, social norms are
naturally enforced out of fear of ridicule, gossip, or scolding. The distancing
of interaction that results from mediation changes or complicates those
norm-enforcing mechanisms. The “stage” is the face-to-face interaction where
gossiping about someone (within earshot) would be a gross violation, but
“backstage”, where it is printed in a tabloid, there are a different set of
governing rules.
The 3 functions of media on the
macrosocial level are: to serve as a nexus between institutions, an
interpretive frame for understanding society, and as an arena in which members
of a society can discuss and debate matters of common interest. Consequently,
these functions will increasingly affect society. The logic of
media (the institutional, technological, and expressive characteristics
of media) are becoming more global. Globalization presumes the existence of
technical means to extend communication over long distances while
simultaneously institutionalizing mediated communication and interaction in
many new contexts. The mediatization of society is the construction of a shared
experiential world, a world that is regulated by media logic.
Hjarvard presents a helpful graph
that illustrates (instead of an x-axis and y-axis) a Centrifugal—Centripetal
axis, and a Homogenization—Generalization axis. Homogenized forces that are
centrifugal lead to globalization; when they are centripetal the result is
nationalization. Differentiated forces that are centrifugal lead to
individualization; when they are centripetal the result is localization.
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