MEDIATIZATION OF POLITICS: CASE OF BERNIE SANDERS AND DONALD TRUMP
DOI:
https://doi.org/10.18485/Keywords:
mediatization, political communication, journalism, politics, media, media logic, political logic, primaries, neoliberalismAbstract
Mediatization of politics examines media moulding of political communication. It occurs primarily through the process of commercialization, that differentiates social subsystems and attributes certaing logics. Within functionalist framework, media logic influences political logic. But differentiation of subsystems seems problematic. The paper questions this critical deficit from the public sphere perspective. Habermas defines the state/media interrelationship as a political conflict where the winner makes the social and market rules. Commercial logic describes media’s modus operandi without questioning the neoliberal factors behind it. This article introduces normative aspect of media logic and suggests media frames as its indicators. Content can show us characteristics of organizational control and the audience. Media coverage of Bernie Sanderss and Donald Trump’s campaigns, on both commercial and public television news, shows us the interplay of different types of politicans and two sides of media logic. Findings confirm the soundness of Habermasian approach to mediatization of politics.
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