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= Mediatization (media) = Mediatization is a key concept to understanding how media shapes society and is used to explain the effects the media has on everyday life.

As a result of mediatization, the media itself has become a societal institution. There are three schools of mediatization: institutionalist, cultural socio-constructivist, and materialist.

Origins[edit]
British scholar Roger Silverstone, like Asp, used mediation as a tool to understand the transformative effect of media on society and culture. Silverstone indicated that "mediation requires us to understand how processes of communication change the social and cultural environments that support them as well as the relationships that participants, both individual and institutional, have to that environment and each other".

In the tradition of Asp, the Danish media scholar Stig Hjarvard helped to develop the concept of mediatization and suggested that mediatization is a social process whereby the society is saturated and inundated by the media to the extent that the media cannot longer be thought of separated from other institutions within the society. In the same way, scholar Knut Lundby preferred to use mediatization as a term that can be used to specifically describe the ways in which the media have reconstructed everyday life.

Institutionalist
The main scholars of this school of Mediatization are David Altheide and Robert Snow who coined the the theory and term Media Logic in 1979. Altheide and Snow wrote of how "the logic of media forms the fund of knowledge that is generated and circulated in society". This is referred to by them as "media logic", which is a "form of communication, and the process through which media transmit and communicate information". Altheide and Snow hypothesized that "media logic for the most part appears to consist of a formatting logic that determines how material is categorized, the choice of mode of presentation, and the selection and portrayal of social experience in the media".

Socio-constructivist
Socio-constructivist scholarship is a critique of the institutionalist theory of media logic. Socio-constructivism is a concept that provides an "understanding of mediatization as a social and cultural process". Media scholar Andreas Hepp critiqued media logic by arguing that "it makes no sense to describe the specifics that a certain medium might have on it's own". He instead stated that "media only get powerful in nettings with practices, as this not understood as a causality or it self as an action but as a power of shaping actions - this constitutes molding". The theory of socio-constructivism is a framework through which to understand "how the influences of the media are produced and reproduced through the very practices of social interaction".

Materialist
Materialist scholarship chooses to "view the impact of the media in an overall perspective and focus on other aspects that media content and media use". It's primary focus is how the disparate forms of media have a a societal impact, with regards to an individual's relationship with technology and with other members society. This theory comes from medium theory, where theorists were concerned with "certain intrinsic logics of the individual's media technology, so that either printing technology or television is to be seen to be the key factor in bringing about a new kind of society".

Media Materialism
A theory that addresses the media's impact on the natural envrionment is media materialism. Media materialism covers three schools: resources, energy and waste. The resources school of media materialism draws attention to how "nature [has been] reduced to resources for industrial production" in order to enable modern communication technology. Discussion of energy within media materialism addresses how the manufacturing of communication technologies has led to "energy consumption [...] accelerating in residential and institutional sectors". The waste that is referred to media materialism is the electronic waste that is created by "discarded cell phones, televisions and computers".