Leading medium is a social construction, i.e., a socially consistent attribution. It includes the attribution of a leadership function for public communication. This can be differentiated according to aspects, levels, processes, spaces and periods, and thus concretized. The attribution “leading medium” takes place under different aspects, which in each case result in different spheres of activity. Just 먹튀신ㄱ and read this.
- From a political-journalistic aspect, the shaping of public opinion formation is of importance,
- From a cultural point of view the imprint of worldviews,
- From a life-worldly aspect the imprint of the everyday life of humans and
- From an economic point of view, the importance of added value.
These attributions of sub-functions involve actions and decisions, such as attracting attention or resourcing resources. In doing so, a distinction can be made between levels of media supply and thus the originator of the guiding effect. Thus, a medium can generally be awarded as a guiding medium, such for example, the television.
However, it can also be attributed to a provider within the framework of a medium that his offer has a leading function. Likewise, individual offers can be assumed that they prototypically perceive the leading functions, such. In addition, a distinction must be made between the processes that enable a guiding function and the mechanisms of action that characterize a guiding medium. Thus, a medium can be attributed to a guiding function because it reaches a large proportion of people, that is, in terms of its range.
However, a guiding function can also be attributed to it, because a media offer is observed by other media and learned from it, so other media take over the topics and positions of the intermedia Agenda Setting. Thus, it takes a special influence on the opinion and will, as in the concept of commercials is expressed. It reaches certain audience segments of the opinion leaders or the economic decision makers’ prestige media. Finally, a guiding function can also be done by allowing parts of the elite, such as politicians, a medium such as the BILD newspaper, assume a special meaning and understand it as a mouthpiece of public opinion.
Another distinction is that of the space for which a guiding function are attributed:
- A medium can be placed under a limited function of public communication in the local area, such as the local section of a local newspaper.
- In the regional area, this may be a public service broadcaster,
- In the national area a leading paper or leading newspaper and
- In the global space, a search engine like Google.
A leading medium can also create a social space that dissolves from territorial boundaries.
The guiding medium is a variable concept
Finally, in the concept of the lead medium, it should be remembered that this is not a fixed attribution but varies over time. In this change, there is no sharp separation of one guiding medium by another; rather, there are sliding transitions with very long deadlines. However, lead media that have lost their lead function are still important for a long time to come. Thus, the book still enjoys a tremendous cultural appreciation, although it is of only very limited importance for public opinion. A lead medium must constantly update and meet the variable demands on a lead medium to remain the lead medium. We can only consider this multitude of facets in passing when discussing whether television is still the leading medium.