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

Nölleke, D., Scheu, A. M., Birkner, T.

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.