This article suggests a conceptual framework for the mediatization of politics. It critically discusses the concepts of “media logic” and “political logic” emanating from the political communication literature and argues that “normative logic” and “market logic” are more appropriate concepts for the theoretical understanding and empirical analysis of the behavior of mass media and political actors. These two logics guide media and political actors' issue selection and presentation to different degrees. The mediatization of politics in this account takes place when both media and political actors adapt their behavior to the audience-oriented market logic. This process works in parallel with the economic integration and technological progress comprised by the term globalization, thereby challenging established institutional mechanisms in advanced democracies

This article operationalizes the mediatization of politics by comparing the expressed preferences toward the mass media between different groups of members of parliament (MPs) in three conflicted legislative decision-making processes in Switzerland. Different from elections, MPs face a more pronounced tension between audience-oriented and policy-oriented activities in legislative decision-making processes. It is argued that MPs are "mediatized" when they express a preference for audience-oriented activities. Audience-oriented activities are aimed at resulting in coverage by the mass media outlets with the broadest reach and include (1) the preference for symbolic issues, (2) a negotiation strategy that is focused on tough bargaining, (3) image-oriented media activities, (4) symbolic interventions in parliament, and (5) a high use of staged media activities. It is hypothesized that MPs of the pole parties engage more in audience-oriented activities than MPs of the center-right parties, as this is an integral part of their quasi-opposition strategy. The quantitative results of face-to-face interviews with 50 high-ranking MPs of the parliamentary committees confirm the hypothesis. The operationalization of audience orientation in five dimensions diversifies the understanding of the concept of mediatization in the political realm. The article concludes that a potential populist challenge to democracy consists in the mutually beneficial symbiosis between audience-oriented political actors and commercially oriented media companies.Journalism Studies, 2014 Vol. 15, No. 3, 304-320, http://dx.

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