Mediatisering en Communicatie

Mediatisering is a broad societal change resulting from increased media use as a communication tool. Media are key information channels.
The chapter on mediatization aims to explain:
- The meaning of mediatization
- The functions of mediated communication
- Media theories & their influence
- Government's & self-regulation's role in media
- Effects of media on communication
Functions of Mediated Communication:
- Informative: Mass media aim to inform the public about various subjects (politics, economics, arts, etc.).
- Persuasive: Various methods (advertisements, public relations, marketing, propaganda) are used to influence the public.
- Entertaining: Media creates enjoyment and amusement.
- Socializing: Media contribute to societal norms and values.
The Information Function of Mass Media: Delivering news and information to the public.
Sleeper Effect: Information is better remembered without remembering the source, years later.
Uses and Gratification Theory: People actively seek media to fulfill specific needs.
Mediatization's effect on society: Political, economic, and social-cultural impacts
Importance of Mediatization in Sociology: Its study is vital as it highlights changes in society due to media's growing importance, affecting how people interact and perceive reality.

Elaboration Likelihood Model (ELM) explains how persuasive messages are processed in the mind. Focuses on attitude change. Different from AIDA Model
The AIDA model is a marketing and advertising strategy; four steps: Attention, Interest, Desire, Action.
Attention (AIDA): Capturing the receiver's attention amongst competing messages.
Interest (AIDA): Creating intrigue in the advertisement.
Desire (AIDA): Generating a sense of need or wanting the product.
Action (AIDA): Encouraging the receiver to make a purchase.
AIDCA: Addition of Conviction
AIDAS: Addition of Satisfaction
McGuire's Model: Outlines six steps of advertising (Presentation, Attention, Comprehension, Yielding, Retention, Overt Behavior.)

Marketing Mix (4 Ps): Product, Price, Place, Promotion (for advertising).
Unique Selling Proposition (USP): Unique feature of a product, setting it apart from competitors.
Product (Marketing Mix): Characteristics of the good or service.
Price (Marketing Mix): Worth of the product; links to product quality.
Place (Marketing Mix): Distribution/retail channels, not only the place/location, but the entire distribution strategy.
PR is a systematic approach that promotes mutual understanding between an organization and its audience. Focus on reputation management.
Identification (PR): Aligning your identity with the target audience.
Association (PR): Connecting your identity with positive attributes.
PR Tools for Reputation: Press releases, websites, sponsorships, etc.

Cultivation Theory: High media consumption influences people's perception of reality.
Media's role in cultivation theory: Shaping public perception of reality.
Stereotypes & Media: Media often presents stereotypical representations (e.g., gender roles).
Injectienaaldtheorie (Bullet Theory): Initial media effects theory; audiences are passive recipients of messages.
Agenda-Setting Theory: Media shapes public perception, deciding what issues are considered important.
Agenda: Set of topics that people consider relevant.
Media role in Agenda-Setting Theory: Prioritising subjects for public consideration or debate.
Effects of Media on Public (Agenda-Setting): Media influences the importance people attribute to an issue.
Correlation between Media and Public Agenda: The media agenda usually mirrors the public agenda.
Critiscism of Agenda-Setting theory: Causality issues: Are media influencing public agendas or reflecting public concerns?
Selection Criteria (Galtung & Ruge, 1965) for news: Several criteria for selecting news stories.
Priming: Media influences public opinions by framing an issue in certain terms that affect how people react to them.
Framing: Media's presentation of issues affects how people see them. Example: Presenting a political candidate in a positive or negative context.

Mass media: Various forms of media that reach a wide audience.
Political effects: How media affects political discourse and decisions.
Public opinion: Influence and perception of various political subjects.
Media training: Training for politicians to improve their public image or message.
Depoliticization or trivialization of the political process: Media focus that may neglect political topics in favor of a less serious discussion style, e.g. through entertainment or trivilization.
Influence of famous personalities and celebrities: Celebrity status, or other form of public notoriety, can have a direct impact.

Media & Culture: Media shapes societal culture, influencing norms and values.
Media's role in socialisation: Media teaches social norms and behaviour.
Media and Public Opinion: How media influences collective opinions.
Media and Political Discourse: Role of media in political discussion, campaign, and election outcomes.
Media Impact on Political Ideologies: How media portrays and promotes political ideologies.
Media effects on societal issues: Impact on perceptions, opinions, etc.