Mediatization theory as a theory of Social Change

transl. by D. Petrina

Abstract

[In Russian]

by Kestas Kirtiklis; transl. by D. Petrina

The article deals with mediatization theory – a rapidly growing approach in contemporary communication studies. is theory argues that the world nowadays is so permeated by the media that it is impossible to perceive social reality as separate from the media; therefore neither classical communication research triangle (production-text-audience), nor classical media theory (medium is the message) are adequate research strategies anymore. Mediatization theory, in its turn, not only claims to comprehend the relationship between the media and the social, but also to provide an explanation of the social change from the media and communication perspective. Two versions of the mediatization theory provide two versions of the explanation of the social change – the institutional mediatization theory argues for a linear trajectory of the development of the relationship between media and society, whereas social constructivist mediatization theory describes social change as a non-linear and rather nebulous development of the social reality. The article concludes that neither version of mediatization theory provides a satisfactory explanation of the relationship between media and the social, and a role which media plays in the social change.