Mediatization is a concept developed and used to analyze and describe the increasingly media-saturated world of the twenty-first century. Mediatization suggests that media are more fundamental to our actions and interactions than these approaches, and the two scenarios the author have outlined, seem to suggest. According to mediatization media are increasingly part of the very fabric of everyday life; it is almost unthinkable without media. But this does not mean that media determines or controls everyday life this is not or should not be another version of technological determinism. To really understand how mediatization has impacted on everyday life is not really a theoretical question, it is more an empirical one, and that is, hypothetical speculation must always be supported by grounded research. The concern of the Media Love project was with what people do with media, which may in some cases be nothing at all.