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

该子项目继续研究媒体化作为一个由公司驱动的过程，同时推动商业行为者对（数字）媒体的决策和衡量。因此，反身性中介化的理论方法将得到进一步的发展。最近的见解是起点，表明商业化（数字媒体的开发、设计和传播）与未预料到的媒体挪用密切相关，直至出现更广泛的消除（媒体化）。以前固定的基于媒体的交互/行动范围和商业模式因此经常被破坏。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，一些对抗措施系统地针对调解（去调解）的问题后果。在优先计划第三阶段的预期项目中，我们将根据这些初步的经验见解，重点关注三个总体目标：(1)描述了数字媒体商品化过程中反身性的反草案，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的反思和潜在的转折点，以区分媒介化的概念，这种概念通常被视为与技术相关的进步；(3)。对三个研究阶段所取得的见解进行理论整合，以表征反身性中介化的过程，并为过程导向的中介化研究提供工具。

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.