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

该分项目继续研究中介化，这是一个由公司推动的进程，同时推动商业行为者对(数字)媒体的决策和衡量。从而使反身性调解的理论研究得到进一步发展。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)与非预期的媒体挪用齐头并进，直到更广泛的无界(媒体化)的合并。以前固定的基于媒体的交互/动作的范围和商业模型因此经常被破坏。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。但一些反措施是系统地针对调解化(非调解化)的问题化后果。在优先方案第三阶段的预期项目范围内，我们将根据这些初步见解进行经验总结，并侧重于三个总体目标：(1)对数字媒体商品化中反射性进行的反草稿的描述及其后果的加深理解；对社会行为者的审查反思了调解化的后果和潜在的转折点，以便区分调解化的概念，因为调解化大多被隐含地视为与技术有关的进步；(3)对三个研究阶段的研究成果进行理论整合，以刻画反思性调解的过程，并为以过程为导向的调解研究提供工具。

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.