Mediatization as Business Model III: Counterdrafts and Turning Points in the Process of Mediatization

媒体化商业模式三：媒体化过程中的反草案和转折点

• 批准号: 223652172
• 负责人: Professorin Dr. Michaela Pfadenhauer
• 金额: --
• 依托单位: Institut für Soziologie
• 依托单位国家: 德国
• 项目类别: Priority Programmes
• 财政年份: 2012
• 资助国家: 德国
• 起止时间: 2011-12-31 至 2016-12-31
• 项目状态: 已结题
• 来源: https://gepris.dfg.de/gepris/projekt/223652172?language=en
• 关键词: Mediatization; Business; Model; III; Counterdrafts

The subproject continues the research on mediatization as a process driven by companies and at the same time driving decisions and measurements of commercial actors towards (digital) media. Thereby, the theoretical approach on reflexive mediatization will be further developed. Recent insights are the starting point, showing, that commercialization (development, design and spread of digital media) goes in hand with non-anticipated media appropriation up to the ermergence of wider dislimination (mediatization). Previously fixed scopes of media based inter/actions and business models thereby oftentimes are undermined. Different approaches of companies to solve these problems can be shown within our actual research. But some counter-measurements are systematically directed against problematized consequences of mediatization (de-mediatization). Within the foreseen project in the third stage of the priority programme we will follow these preliminary insights empirically and focus three overall goals: (1.) The description of the reflexively conducted counter-drafts in the commodification of digitial media and a deepened understanding of its consequences; (2.) The examination of societal actors reflections on consequences of mediatization and potential turning points in order to differentiate the concept of mediatization that mostly is implicitly seen as a technology-related progress; (3.) The theoretical integration of the achieved insights over the three research stages in order to characterize the process of reflexive mediatization and to provide an instrument for the process-oriented research on mediatization.

该子项目继续研究媒体化作为一个由公司驱动的过程，同时推动商业参与者对（数字）媒体的决策和衡量。从而进一步发展了自反中介化的理论研究。最近的见解是起点，显示，商业化（数字媒体的开发，设计和传播）与非预期的媒体占用密切相关，直到更广泛的消除（媒介化）。因此，以前固定的基于媒体的交互/动作和商业模式的范围经常被破坏。在我们的实际研究中可以看到公司解决这些问题的不同方法。但是，一些反措施是系统地针对问题化的后果，中介化（de-mediatization）。在优先项目第三阶段的预期项目中，我们将根据这些初步的经验，重点实现三个总体目标：（1）描述了数字媒体商品化过程中的反身性行为，并加深了对其后果的理解;（2）审查社会行为者对媒介化后果和潜在转折点的思考，以区分媒介化的概念，这种概念大多被隐含地视为与技术有关的进步;（3）通过对三个研究阶段的理论整合，可以对自反中介化的过程进行表征，并为中介化的过程导向研究提供工具。