Mediatisation and the dissemination of policy: Beginning at the beginning.
Modern social policy is disseminated in a highly mediatised political context (see for example, Fairclough 2000; Savigny and Temple 2010; Davis and Seymour 2010). But how should a process of mediatisation be defined? Androutsopoulos notes that many different perspectives can be taken even within a single edited volume (2014, p.11). Hepp divides definitions of mediatisation into institutionalist approaches which see the media ‘as independent social institutions with [their] own sets of rules’ and social-constructivist approaches where mediatisation ‘refers to the process of a communicative construction of socio-cultural reality’ (2014, pp. 51-52). This does not take account of critical realist perspectives such as that of Chouliaraki and Fairclough who adopt a position somewhere in between the institutionalist and social-constructivist (1999). The institutionalist dimension of their account adds further complexity to the issue by seeing the process of change as exerting two opposing forces simultaneously. I attempt to determine the boundaries and appropriateness of the term ‘mediatisation’ in order to build a solid foundation for the sociolinguistic investigation of political rhetoric.
Androutsopoulos, J. 2014. Mediatization and sociolinguistic change: Key concepts, research traditions, open issues. In: Androutsopoulos, J. ed. Mediatization and sociolinguistic change. Berlin: Walter de Gruyter, pp. 3-48.
Chouliaraki, L. and Fairclough, N. 1999. Discourse in late-modernity: Rethinking critical discourse analysis. Edinburgh: Edinburgh University Press.
Davis, A. and Seymour, E. 2010. Generating forms of media capital inside and outside a field: the strange case of David Cameron in the UK political field. Media, Culture and Society 32(5), pp. 739‐759.
Fairclough, N. 2000. Discourse, social theory, and social research: The discourse of welfare reform. Journal of Sociolinguistics 4(2), pp.163–195.
Hepp, A. 2014.Mediatization: A panorama of media and communication research. In: Androutsopoulos, J. ed. Mediatization and sociolinguistic change. Berlin: Walter de Gruyter, pp. 49-66.
Savigny, H. and Temple, M. 2010. Political marketing models: The curious case of the dog that doesn’t bark. Political Studies 58(5), pp. 1049–1064.