Mediatization of the Media as Industrial Transformation

Cover Page

Cite item


The article implements the idea of mediatization as a process of transformation of the mass communication industry. Nowadays, the current system of mass communication is under the pressure of digital transit, which is transgressive in nature and breaks traditional business patterns, requires business administration to make mental changes in thinking and management practices, and creates the highest level of tension among media managers. The article attempts to conceptualize (through the analysis of industrial ‘points of tension’: between television and online video - players of the cross-media dimension) some aspects of the digital transformation of the media industry and industrial management practices. Behind this transformation is the conflict between the digital environment generated by the relatively free development of the Internet and the purposefully organized and institutionalized state-controlled media.

About the authors

Viktor P. Kolomiets

Lomonosov Moscow State University

Author for correspondence.
ORCID iD: 0000-0003-1978-1081

Doctor of Sociology, Professor, Head of the Department of Sociology of Mass Communications, Faculty of Journalism

9 Mokhovaya St, Moscow, 125009, Russian Federation


  1. Couldry, N. (2012). Media, society, world: Social theory and digital media practice. Cambridge: Polity.
  2. Hepp, A. (2013). Cultures of mediatization. Cambridge, England: Polity Press.
  3. Hjarvard, S. (2008). The mediatization of society. A theory of the media as agents of social and cultural change. Nordicom Review, 29(2), 105-134.
  4. Krotz, F. (2014). Mediatization as a mover in modernity: social and cultural change in the context of media change. In K. Lundby (Еd.), Mediatization of Communication (pp. 131-161). Berlin/Boston: Gruyter Motion.
  5. Livingstone, S. (2009). On the mediation of everything. Journal of Communication, 59(1), 1-18.
  6. Lundby, K. (2009). Mediatization. Concept, change, consequences. New York: Peter Lang.
  7. Kho, S.N., Chang, P.K., & Ahmad, A.L. (2014). Mediatization: A grand concept or contemporary approach? Procedia - Social and Behavioral Sciences, (155), 362-367.
  8. Holt, J., & Perren, A. (2019). Media Industries: A Decade in review. In M. Deuze, M. Prenger (Eds.), Making media: Production, practices, and professions (pp. 31-44). Amsterdam University Press.
  9. Dugin, E. (2021). Media industry in the context of digital transformation. Moscow. (In Russ.)
  10. Gatov, V. (2016). Business models of contemporary media companies. Quo Vadis: what is happening online? Understand in order to move further: Collection of articles (pp. 12-24). FOJO: Anri-media. (In Russ.)
  11. Nazarov, M. (2015). Changes of TV audience in the contemporary multi-screen environment. Moscow. (In Russ.)
  12. Achkasova, K. (2020). How media consumption and media measurement are changing at the turn of the decade. Russian advertising annual book 2019. Moscow. (In Russ.)

Copyright (c) 2021 Kolomiets V.P.

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

This website uses cookies

You consent to our cookies if you continue to use our website.

About Cookies