Mediatization of Politics During U.S. Presidential Election 2008
The thesis of this paper applies to the mediatization of politics process during American presidential campaign of 2008. It is entrenched in the theory of political communication. Because of the primary assumptions in the analysis below, political communication is considered mainly from perspective of the models of relations between the mass media and politics, which are treated as systems. It is justified because those relations influence the abovementioned systems and play the biggest role in affecting mass society and culture. In this thesis, the public is considered as having less influence on entire process of political communication.
In order to clarify the subject of the research, the division into structural and functional mediatization was created. Structural mediatization, which is the main subject of the analysis, occurs when structures of the media and political systems come into dependence and subordination relation. Parts of the media system dominate over the analogical elements in the political system, internalizing media logic. Individual elements of the political world comply to the media logic and the media orders. Subjects of the political system implement political marketing methods to use the dominant role of the media in the process. Functional mediatization can be defined as a transfer of systemic relations at the smallest possible level – specific case in micro scale, when the medium controls a political actor. Here, the mediatization takes its most radical form. The medium on every stage of constructing the political reality can manipulate and deform a media political reality.
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