Mediatization of Corporations

Abstract

The corporate institution has received little attention among scholars working with the notion of mediatization. In this chapter we discuss how the media is an important site not only for contestation about the corporate role in society, but also for promotion of products and services, and for influencing public policy and knowledge about business in general. We argue that the mediatization of the corporate institution can be observed by looking at the attention devoted to media coverage and the resources that are poured into public relations. Management is often made available to the press and the timing of the media often influences corporate activities. The tools of media relations are themselves examples of mediatization as they are not only adapted to the logic of the news media. They are also designed with an ambition to become a natural part of all aspects of corporate activities.

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