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Towards the “Audiencization” of Mediatization Research? Audience Dynamics as Co-Constitutive of Mediatization Processes

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Dynamics Of Mediatization

Abstract

Looking over the landscape of recent debates about mediatization, this chapter opens up a discussion of the theoretical and methodological challenges arising from the need to systematically explore audience dynamics as an integral part of mediatization processes. The chapter directs its argument towards institutionalist mediatization theory as well as constructivist mediatization theory. The theoretical argument is supported by empirical examples taken from the areas of audiences’ news platform selection and repertoire-building; online audience mobilization; and media and audience discourses about politics. It is finally suggested that Stuart Hall’s encoding/decoding model can be used as a heuristic framework for conceptualizing the ‘audiencization’ of mediatization processes.

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Acknowledgements

I am grateful for the suggestions of the anonymous reviewer of this text and for my discussions with colleagues in the research group “Audience and mediated life” at Roskilde University: Jannie Møller Hartley, Fabian Holt, Anne Mølle Lindelof, David Mathieu, Susana Tosca and Norbert Wildermuth. Also, thanks to Knut Lundby for encouragement along the way.

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Authors and Affiliations

  1. Roskilde University, Roskilde, Denmark

    Kim Christian Schrøder

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  1. Kim Christian Schrøder
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Correspondence to Kim Christian Schrøder .

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Editors and Affiliations

  1. The Department of Sociology, University of Cambridge, Cambridge, United Kingdom

    Olivier Driessens

  2. Department of Media and Communication Studies, Södertörn University, Huddinge, Sweden

    Göran Bolin

  3. ZeMKI Centre for Media, Communication and Information Research, Universität Bremen, Bremen, Germany

    Andreas Hepp

  4. Department of Media, Cognition, and Communication, University of Copenhagen, Copenhagen, Denmark

    Stig Hjarvard

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Schrøder, K.C. (2017). Towards the “Audiencization” of Mediatization Research? Audience Dynamics as Co-Constitutive of Mediatization Processes. In: Driessens, O., Bolin, G., Hepp, A., Hjarvard, S. (eds) Dynamics Of Mediatization. Transforming Communications – Studies in Cross-Media Research. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-62983-4_5

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