Understanding media operations to increase chances of media coverage for your brand or organisation refers to…
a. Mediatisation
b. Agenda setting theory
c. Exchange theory
d. Framing
The correct answer and explanation is :
Correct Answer: a. Mediatisation
Explanation (300 words):
Understanding media operations to increase the chances of media coverage for your brand or organisation refers to mediatisation. This concept explains how media has become deeply integrated into various sectors of society, including politics, business, and public relations. Mediatisation is not just about media coverage; it’s about adapting to the logic, formats, and expectations of media systems in order to communicate effectively within them.
In a mediatised society, organisations and brands need to understand how the media functions—what kinds of stories get attention, how journalists frame news, and what formats are most engaging to audiences. By doing so, they can tailor their messages in ways that align with media logic, making it more likely their content will be picked up and shared.
For example, a company launching a new eco-friendly product might time their press release to coincide with Earth Day, include attention-grabbing visuals, or use emotionally compelling narratives—because they understand that these elements increase media interest. This strategic adaptation is a hallmark of mediatisation.
Unlike agenda setting theory, which is about how media influence what audiences think is important, or framing, which focuses on how issues are presented to shape perception, mediatisation is broader. It involves the transformation of social institutions and practices to fit media norms. Exchange theory, which involves cost-benefit analyses in human relationships, is also unrelated in this context.
In summary, mediatisation refers to how organisations modify their communication strategies to align with media expectations. This helps increase the likelihood of gaining media coverage by operating within the “rules” of the media game. It reflects an understanding that media are not just channels for messages but powerful institutions that shape the way messages must be constructed and delivered.