ABSTRACT

Traditionally, the media was seen as separate from society and culture, with the consequence that researchers tended to focus on the effect certain messages had on individuals and institutions, such as on people’s voting behaviour, consumers’ shopping, morals, etc. (Hjavard 2008). Today this has changed; media stands between our cultural and social institutions and coordinates their mutual interaction. According to Couldry and Hepp (2013) media plays a significant role as part of the process of the communicative construction of social cultural reality. This process is called mediatization, a social and cultural process (Krotz 2007; Schulz 2004). Media messages therefore are used and perceived by senders and receivers, thereby affecting relations between people. Jansson (2002) takes as his starting point mediatization as the process through which mediated cultural products have gained importance hence contributing to the development and maintenance of cultural communities; media provides cultural products and beliefs. In his study on the mediatization of science, Weingart (1998) says the media plays an important role in the production and circulation of knowledge and interpretations of science.