View metadata, citation and similar papers at core.ac.

uk brought to you by CORE

provided by LSE Research Online

Nick Couldry
Mediatization or mediation? Alternative
understandings of the emergent space of
digital storytelling

Article (Accepted version)

(Refereed)

Original citation:
Couldry, Nick (2008) Mediatization or mediation? Alternative understandings of the emergent
space of digital storytelling. New media & society, 10 (3), pp. 373-391.

DOI: 10.1177/1461444808089414

© 2008 Sage Publications

This version available at: http://eprints.lse.ac.uk/50669/

Available in LSE Research Online: September 2013

LSE has developed LSE Research Online so that users may access research output of the
School. Copyright © and Moral Rights for the papers on this site are retained by the individual
authors and/or other copyright owners. Users may download and/or print one copy of any
article(s) in LSE Research Online to facilitate their private study or for non-commercial research.
You may not engage in further distribution of the material or use it for any profit-making activities
or any commercial gain. You may freely distribute the URL (http://eprints.lse.ac.uk) of the LSE
Research Online website.

This document is the author’s final accepted version of the journal article. There may be
differences between this version and the published version. You are advised to consult the
publisher’s version if you wish to cite from it.
MEDIATIZATION OR MEDIATION?
ALTERNATIVE UNDERSTANDINGS OF THE EMERGENT SPACE OF
DIGITAL STORYTELLING

NICK COULDRY

NICK COULDRY
GOLDSMITHS, UNIVERSITY OF LONDON

NICK COULDRY is Professor of Media and Communications at Goldsmiths College,

University of London. He is the author or editor of 7 books, including most recently
Listening Beyond the Echoes: Media, Ethics and Agency in an Uncertain World
(Paradigm Books, USA, 2006) and (with Sonia Livingstone and Tim Markham) Media
Consumption and Public Engagement: Beyond the Presumption of Attention (Palgrave
Macmillan, 2007).

Professor Nick Couldry

Department of Media and Communications
Goldsmiths College
London SE14 6NW
0044 207 919 7636
n.couldry@gold.ac.uk

Article submitted to New Media & Society .

Final edit 19 December 2007 by NJ, NC and KL

xxxx words incl. notes and references + abstract xxx words

1
MEDIATIZATION OR MEDIATION?
ALTERNATIVE UNDERSTANDINGS OF THE EMERGENT SPACE OF
DIGITAL STORYTELLING

Abstract

This article reviews the social potential of digital storytelling, and in particular digital
storytelling’s potential to contribute to the strengthening of democracy. Through
answering this question, it seeks to test out the relative strengths and weaknesses of two
competing concepts for grasping the wider consequences of media for the social world:
the concept of mediatization and the concept of mediation. The concept of mediatization
(developed for example by Stig Hjarvard and Winfried Schulz), it is argued, is stronger at
addressing aspects of media textuality, suggesting that a unitary media-based logic is at
work. In spite of its apparent vagueness, the concept of mediation (developed in
particular by Roger Silverstone) provides more flexibility for thinking about the open-
ended and dialectical social transformations which, as with the printed book, may come
in time to be articulated with the new form of digital storytelling.

Keywords

Digital storytelling; mediation; mediatization; democracy; media logic; articulation

Introduction

People who have never done so before are telling personal stories through digital forms,
storing and exchanging those stories in sites and networks that would not exist without
the World Wide Web and that, because of the remediation capacity of digital media, have
multiple possibilities for transmission, retransmission and transformation available to
them. This is the process generally called ‘digital storytelling’, as distinct from earlier
modern forms of storytelling through photography, radio and television.1 This shift of
storytelling form, in itself, is interesting but not epoch-making. While digital storytelling
has attracted attention recently for many reasons (cultural, economic, brand-led) which
are not the concern of this article, one important reason is that digital storytelling
represents a novel distribution of a scarce resource - the ability to represent the world
around us - using a shared infrastructure. Digital storytelling occupies a distinct stage in
the history of mass communication, or perhaps in the supersession of mass
communication; as such, it has implications for the sustaining, or expansion, of
democracy, but only under complex conditions, yet to be fully identified. This article
seeks to clarify what those conditions are or, if that is still premature, at least to clarify
what questions need to be answered if digital storytelling’s social consequences and
democratic potential are to be understood, and not merely hyped. 2

2
Understanding digital storytelling as a broad social phenomenon involves moving beyond
such storytelling’s status merely as texts or processes of production/ distribution. Ever
since Lazarsfeld and Merton (1969 [1948]) identified the first and most important
question of ‘media effects’ as the ‘effect’ of the existence of media institutions as such,
media scholars have developed answers to this classic question within a variety of
methodological paradigms. In this article, I will focus on just two: the concept of
‘mediation’ (Martin-Barbero, 1993; Silverstone, 1999; Couldry, 2000) and the concept of
‘mediatization’ (Hjarvard, 2004; Mazzoleni and Schulz, 1999; Schulz, 2004). Digital
storytelling, because of its complexity as narrative and social process, provides a good
opportunity to clarify the respective advantages and disadvantages of these concepts in
the course of developing our necessarily still speculative understanding of the social life
of digital storytelling itself. By ‘digital storytelling’ I will mean the whole range of
personal stories now being told in potentially public form using digital media resources.

I will come later to defining the terms ‘mediation’ and ‘mediatization’. However in
choosing such broad concepts for comparison, I am already selecting from the variety of
wide-range and mid-range concepts we might use to characterize digital storytelling. My
purpose in choosing two wide-range concepts (mediation and mediatization) is to clarify
a broader choice of emphasis in the huge variety of processes collected under the term
‘digital storytelling’ on linear or non-linear dynamics. My argument at its broadest is that
theories of mediatization, because they look for an essentially linear transformation from
‘pre-media’ (before the intervention of specific media) to ‘mediatized’ social states, may
be less useful for grasping the dynamics of digital storytelling than other approaches
which I identify with the uses of the term ‘mediation’ mentioned earlier.3 The latter
approaches emphasise the heterogeneity of the transformations to which media give rise
across a complex and divided social space rather than a single ‘media logic’ that is
simultaneously transforming the whole of social space at once. At stake here is not so
much the liberatory potential of digital storytelling (although I want to clarify that, too),
but the precision with which we understand media’s complex social consequences. We
should not expect a single unitary answer to the question of how media transform the
social, since media themselves are always at least doubly articulated, as both transmission
technology and representational content (Silverstone, 1994) in contexts of lived practice
and situated struggle that themselves are open to multiple interpretations or indeed to
being ignored. While its attentiveness to the nonlinear will be my main reason for
choosing ‘mediation’ as a concept for grasping ‘digital storytelling’, I will not be
claiming that mediation is always a more useful term than ‘mediatization’. They are
different concepts with different valences. At most I will be claiming that, in spite of its
apparent vagueness, ‘mediation’ has a multivalence which usefully supplements accounts
of the ‘mediatization’ of the social.

This is a theoretical article that aims to contribute to wider debates within older media
theory and new media theory, not through an abstract model, but through clarifying the
quite particular issues which a social process such as digital storytelling raises. The shape
of this article is as follows. Taking for granted an account of the rise and current forms of
digital storytelling, which others in this special issue cover in detail, I will begin by

3
clarifying the differences between the terms ‘mediatization’ and ‘mediation’ before in my
second and third sections discussing how each would analyse digital storytelling’s social
consequences. In a fourth section, I will seek to reinforce my argument for the continued
importance of the term ‘mediation’ by reviewing the claims for the ‘community’
dimension of digital storytelling that cannot be assessed through the concept of
mediatization alone.

Conceptual Background

My argument proceeds by contrasting two wide-range concepts for grasping the social
transformations actually and potentially linked to digital storytelling. Let me
acknowledge immediately some arbitrariness here at the level of pure terminology, since
some writers (Altheide, 1985; Gumpert and Cathcart, 1990) have used the term
‘mediation’ to characterize precisely the transformation of societies through a linear
media logic that more recently has been termed ‘mediatization’.4 That does not, however,
affect the conceptual contrast I am making.

Mediatization

Let me start from the term ‘mediatization’ whose profile in media theory has grown
considerably in recent years.

Mediatization, as developed by Friedrich Krotz, Winfried Schulz, Stig Hjarvard and

others (Krotz, 2001; Hjarvard 2004; Schulz, 2004), is a useful attempt to concentrate our
focus on a particular transformative logic or mechanism that is understood to do
something distinctive to (that is, to ‘mediatize’) particular processes, objects and fields: a
distinctive and consistent transformation that, it is suggested, can only properly be
understood if seen as part of a wider transformation of social and cultural life through
media operating from a single source and in a common direction, a transformation of
society by media, a ‘media logic’ (Altheide and Snow, 1979). This is an important
general claim, and insofar as it involves the specific claim that many cultural and social
processes are now constrained to take on a form suitable for media re-presentation, it is
based on transformations that are undeniable: there is, for example, no question any more
of politicians doing politics without appearing in or on media, and no social campaign
can operate without some media presence.

It is clear the concept of mediatization starts out from the notion of replication, the
spreading of media forms to spaces of contemporary life that are required to be re-
presented through media forms:

As a concept mediatization denotes the processes through which core elements of a

cultural or social activity (e.g. politics, religion, language) assume media form. As a
consequence, the activity is to a greater or lesser degree performed through
interaction with a medium, and the symbolic content and the structure of the social
and cultural activities are influenced by media environments which they gradually
become more dependent upon. (Hjarvard, 2007: 3)

4
However, the theory of mediatization insists that from this regular dependence of zones
of social or cultural activity on media exposure wider consequences follow, which taken
together form part of a broader media logic: ‘by the logic of the media we understand
their organizational, technological, and aesthetic functioning, including the ways in
which media allocate material and symbolic resources and work through formal and
informal rules’ (Hjarvard, 2007: 3, original emphasis). Winfried Schulz (2004) in his
helpful discussion of ‘mediatization’ theory, including German speaking scholars, breaks
the term ‘mediatization’ down into four ‘processes’ (extension, substitution,
amalgamation and accommodation) but, in doing so, confirms indirectly the linear nature
of the logic that underlies theories of mediatization. How else, for example, can we
understand the notion of ‘substitution’ (Schulz, 2004: 88-89) which implies that one state
of affairs has become another because of the intervention of a new element (media)?

As I explain later, my reservations with the theory of ‘mediatization’ begin only when it
is extended in this way to cover transformations that go far beyond the adoption of media
forms or formats to the broader consequences of dependence upon media exposure. The
latter will include transformations in the agents who can act in a particular field, how they
can act, with what authority and capital, and so on. These latter types of transformation
may require different theoretical frameworks, such as Bourdieu’s field theory (1993), if
they are to make detailed sense; if so, their causal workings will not be analyzable under
one single ‘logic’ of ‘mediatization’, since Bourdieu’s account of social space is always
multipolar. I will come later to some other limitations of the term “mediatization”.

However, I would not want to deny the advantages of the term ‘mediatization’ for media
theory. ‘Mediatization’ encourages us to look for common patterns across disparate areas.
Mediatization describes the transformation of many disparate social and cultural
processes into forms or formats suitable for media re-presentation. One example might be
in the area of state/ religious ritual: when we see weddings or other ceremonies taking on
features that make them ready for re-mediation (via digital camera) or imitating features
of television versions of such events, this is an important shift and is captured by the term
mediatization. Another more complex example is the mediatization of politics (Meyer,
2003; Strömback 2007). Here the argument is not just about the forms of political
performance or message transmission, but about the incorporation of media-based logics
and norms into political action. In the most extreme case, media, it has been argued,
change the ontology of politics, changing what counts as political action because of the
requirement for all effective policy to be explainable and defensible within the constraints
of media formats (Meyer 2003). Prima facie, an example of this is the argument in a
recent book by a retired British civil servant, Christopher Foster (Foster, 2006), that
under Britain’s New Labour government, ‘Cabinet’ meetings have been profoundly
changed by the media pressures that impinge on government: becoming much shorter and
changing from being open deliberations about what policy should be adopted to being
brief reviews of the media impact of policies already decided elsewhere.

But as this last example suggests, there is a blurring masked by the term ‘mediatization’.
Are such changes to the running of government in Britain just the result of media’s

5
influence in the political domain? Or are they linked also to political forces, to shifts in
the power that national governments have in relation to external markets and other factors
(cf. Leys, 2001) which have narrowed the scope of national political action and
deliberation? Surely ‘media logic’ and ‘political logic’ are not necessarily binary
opposites that are simply substitutable for one other; instead they interpenetrate or cut
across each other. Saskia Sassen’s recent work (2006) offers an important entry-point
into the spatial complexity of these interactions between media, state and economy within
‘globalization’.

This reinforces the broader problem with mediatization theory already suggested: its
tendency to claim that it has identified one single type of media-based logic that is
superseding (completely replacing) older logics across the whole of social space. While
this is useful when we are examining the media-based transformation of very specific
social or institutional practices, it may in more complex cases obscure the variety of
media-related pressures at work in society: for example, practical necessities which make
media exposure useful, but not always essential, for particular actors; the role of media
skills in the capital of particular agents as they seek in various ways to strengthen their
position in a particular field; the role of media as networks whose influence does not
depend on the logics embedded in media contents but on the reshaping of fields of action
themselves (Benson and Neveu, 2005). These are influences too heterogeneous to be
reduced to a single ‘media logic’, as if they all operated in one direction, at the same
speed, through a parallel mechanism, and according to the same calculus of probability.
Media, in other words, are more than a language (or ‘logos’) for transforming social or
cultural contents in one particular way.

The problem is not that mediatization theorists do not recognize the breadth of these
changes; they certainly do, and this is largely what grounds their claim for the broad
implications of the term. The problem is that the concept of ‘mediatization’ itself may not
be suitable to contain the heterogeneity of the transformations in question. There are two
ways in which this argument might be made more fully. One would be by considering in
detail how the basic insights of mediatization theory can be developed within a version of
Bourdieu’s field theory (cf. Couldry, 2003b), but suggesting that the complex dynamics
of the interrelations between media and other fields are not best captured by
‘mediatization, in so far as it suggests a single logic of transformation (there is no
problem of course if we use ‘mediatization’ merely as a catch–all term to cover any and
all changes in social and cultural life consequent upon media institutions’ operations).
This line of argument would, however, take me some way from the specific issues raised
by digital storytelling.

The other way of arguing for the limits of the term ‘mediatization’ which I will pursue
here is by exploring the virtues of the complementary approach to media’s social
consequences that following other writers I gather under the term ‘mediation’. Do media
(and specifically digital storytelling, to which I come in detail later) have social
consequences which have not been – and could not readily be - captured by the theory of
mediatization, and which are better encompassed by the concept of ‘mediation’.

6
Mediation

In introducing the term ‘mediation’, I need first to say a little about the term ‘media’. The
term ‘media’, in English at least, is so taken-for-granted that there seems to be nothing
more to say about it. But it is a basic point of media research that the term ‘media’, and
notoriously the phrase ‘the media’, result from a reification. Indeed, media processes
involve a huge complexity of inputs (what are media?) and outputs (what difference do
media make, socially, culturally?), which require us to find another term to differentiate
the levels within and patterns across this complexity.

According to a number of scholars, that term is ‘mediation’.5 ‘Mediation’ as a term has a

long history and multiple uses: it has for a very long time been used in education and
psychology to refer to the intervening role that the process of communication plays in the
making of meaning. In general sociology, the term ‘mediation’ is used for any process of
intermediation (such as money or transport). My concern here is however with the term’s
specific uses in media research. Within media research, the term ‘mediation’ can be used
to refer simply to the act of transmitting something through the media, but here I have in
mind a more substantive definition of the term which has received more attention in
media research since the early 1990s. One crude definition of ‘mediation’ – in this
substantive sense - is: the overall effect of media institutions existing in contemporary
societies, the overall difference media make by being there in our social world. This
addresses Lazarsfeld and Merton’s (1948) first question of ‘media effects’, but it only
gestures in the right direction without helping us differentiate any of mediation’s
components; indeed it gets us no further definitionally than the catch-all use of the term
‘mediatization’ I rejected a moment ago. A more useful approach is via John B.
Thompson’s term ‘mediazation’ (1995) – as it happens, he avoids the term ‘mediation’,
because of its broader usage in sociology (see above). Thompson notes that:

By virtue of a series of technical innovations associated with printing and,

subsequently, with the electrical codification of information, symbolic forms were
produced, reproduced and circulated on a scale that was unprecedented. Patterns of
communication and interaction began to change in profound and irreversible ways.
These changes, which comprise what can loosely be called the ‘mediazation of
culture’, had a clear institutional basis: namely, the development of media
organisations, which first appeared in the second half of the fifteenth century and have
expanded their activities ever since.(1995: 46, added emphasis)

This is helpful because it turns the general question of media institutions’ consequences
into a series of specific questions about media’s role in the transformation of action in
specific sites, on specific scales and in specific locales.

There is, it might seem, a risk that ‘mediation’ is used so broadly that it is simply a
substitute for the ‘media saturation’ about which many writers within and outside media
research have written, most notably Baudrillard (1983). But while the idea of ‘media
saturation’ does capture the media density of some contemporary social environments, it
does not capture the multi-directionality of how media may be transforming society. This

7
is where I turn to Roger Silverstone’s definition of ‘mediation’, the approach for which I
want to reserve my main use of that term. Here is Silverstone:

Mediation, in the sense in which I am using the term, describes the fundamentally, but
unevenly, dialectical process in which institutionalised media of communication (the
press, broadcast radio and television, and increasingly the world wide web), are
involved in the general circulation of symbols in social life. (Silverstone 2002: 762,
added emphasis)

Silverstone explains the nature of this dialectic in a later essay, when he comments that
mediation requires us to understand how processes of communication change the social
and cultural environments that support them as well as the relationships that individuals
and institutions have to that environment and to each other (Silverstone, 2005: see also
Madianou, 2005). This helpfully brings out how any process of mediation (or perhaps
‘mediazation’) of an area of culture or social life is always at least two-way: ‘media’
work, and must work, not merely by transmitting discrete textual units for discrete
moments of reception, but through a process of environmental transformation which in
turn transforms the conditions under which any future media can be produced and
understood. ‘Mediation’ in other words is a nonlinear process.

Can we build on Silverstone’s insight into the dialectics of mediation, and so reinforce
the contrast with the purely linear logic of ‘mediatization’? Arguably Silverstone’s term
‘dialectic’ is too friendly to capture all aspects of mediation’s nonlinearity. It disarms us
from noticing certain asymmetric interrelations between actors in the media process, and
even the impossibility of certain actors or outputs influencing other actors or outputs.
Rather than seeing mediation as a dialectic or implied conversation, it may be more
productive, I suggest, to see mediation as capturing a variety of dynamics within media
flows. By ‘media flows’, I mean flows of production, flows of circulation, flows of
interpretation or reception, and flows of recirculation as interpretations flow back into
production or flow outwards into general social and cultural life. We need not assume
any ‘dialectic’ between particular types of flow, still less does it assume any stable circuit
of causality; we must allow not only for nonlinearity but for discontinuity and
asymmetry. More specifically, this adjustment allows us to emphasise two possibilities
only hinted at in Silverstone’s definition of mediation: first, that what we might call ‘the
space of media’ is structured in important ways, durably and partly beyond the
intervention of particular agents; and second that, because of that structuring, certain
interactions, or ‘dialectics’ - between particular sites or agents - are closed off, isolating
some pockets of mediation from the wider flow. This point will be important later. The
media sphere is extraordinarily concentrated in crucial respects; indeed the very term ‘the
media’ is the result of a long historical construction that legitimates particular
concentrations of symbolic resources in institutional centres (Couldry, 2000, 2003a).
With this qualification to Silverstone’s notion of dialectic, however, ‘mediation’ remains
an important term for grasping how media shape the social world which, as we shall see,
usefully supplements the theory of mediatization.

8
Martin-Barbero’s concept of ‘mediation’ (Martin-Barbero, 1993) broadens it still further
by considering over the longer-term how the embedding of media technologies has
consequences within the broad development of national cultures (Scannell and Cardiff’s
classic research on the social history of the BBC addresses similar territory but without
emphasizing the term ‘mediation’: Scannell and Cardiff, 1991). This historical dimension
will be drawn upon later, but what I will not consider further is Martin-Barbero’s interest
in how particular narrative contents – particular addresses to the nation – have cultural
consequences: that would take me too far afield.

It is time now to consider how these different approaches to understanding the broader
social consequences of media – mediation and mediatization – might contribute
distinctively to grasping the potentials, and limits, of new media and specifically digital
storytelling.

Digital Storytelling as Mediatization

Any account of digital storytelling’s long term consequences in terms of mediatization

must start from the claim that there are certain consistent patterns and logics within
narrative in a digital form. In principle this is difficult, since the main feature of a
converged media environment is that narrative in any original format (from spoken story
to elaborate hypertextual commentary to photographic essay) can be widely circulated
through a single ‘digital’ site. But let me simplify the argument by limiting ‘digital
storytelling’ to those online personal narrative formats that have recently become
prevalent: whether multimedia formats such as MySpace and Facebook, textual forms
such as blogs, the various story forms prevalent on more specialist digital storytelling
sites, or the many sites where images and videos, including material captured on personal
mobile devices, can be collected for wider circulation (such as YouTube). Is there a
common logic to these formats, a distinctive ‘media logic’, that is consistently channeling
narrative in one particular direction?

Some important features of online narrative forms immediately spring to mind, important
that is by contrast with oral storytelling. These features stem in various ways from the
oversaturation of the online information environment: first, a pressure to mix text with
other materials (sound, video, still image) and more generally to make a visual
presentation out of narrative, over and above its textual content; second, a pressure to
limit the length of narrative, whether to take account of the limits of people’s attention
when reading text online, or to limit the file size of videos or sound tracks; third, a
pressure towards standardization because of the sheer volume of material online and
people’s limited tolerance for formats, layouts or sequences whose intent they have
difficulty interpreting; fourth, a pressure to take account of the possibility that any
narrative when posted online may have unintended and undesired audiences. We are, I
suggest, at too early a stage in the development of digital storytelling to be sure which of
these pressures will prove most salient and stable, or whether other unexpected pressures
will overtake them in importance. But that there will be some patterns is unquestionable;
whatever patterns become standard will be consequential in so far as having an online
narrative presence itself becomes expected of well-functioning citizens. That people are

9
already making such an assumption emerges from recent press reports that employers are
searching blogs and social networking sites for personal information that might be
relevant to judging job applicants’ suitability.

However this last case also brings out the complexity of the transformations under way.
If digital storytellers assume their public narratives will be an archive that can be used
against them in years to come, they may adjust what stories they tell online. Indeed the
evidence of David Brake’s recent work (Brake, 2007) on MySpace users is that young
people are already making similar adjustments of content, not merely style, for more
immediate reasons, to avoid giving compromising information to people at school or in
their local area who may be hostile or dangerous to them. This is an important finding,
since it brings out precisely the complexity of causal influences at work here. It is not
simply that young people already have in fixed form identifiable stories of themselves
they want to tell, and that the digital format imposes certain constraints on those
particular stories, producing an adjustment we can register as an effect of ‘mediatization’.
Instead young people are holding back personal material that might in theory have gone
into their MySpace or Facebook site. This problematizes any idea that social networking
sites represent simply the mediatization (and publicization) of formerly private self-
narratives although journalists (for example the editorial in the Financial Times, 6-7 July
2007) have drawn precisely this conclusion. On the contrary we might argue young
people, by holding back personal narratives from such sites, are protecting an older
private/public boundary rather than tolerating a shift in that boundary because of the
significant social pressures to have an online presence.

We start to see here how the transformations under way around digital storytelling cannot
be contained within a single logic of mediatization, since involved also are logics of use
and social expectation that are evolving alongside digital narrative forms: we are closer
here to the dialectic which Silverstone saw as at the heart of the mediation concept.

Digital Storytelling as Mediation

If, as I earlier suggested, we can understand mediation as the resultant of flows of

production, circulation, interpretation and recirculation, then there would seem to be three
main angles from which we might approach ‘digital storytelling’ as mediation:

1. by studying how digital storytelling’s contexts and processes of production are

becoming associated with certain practices and styles of interpretation (stabilities
in the immediate and direct context of storytelling);
2. by studying how the outputs of digital storytelling practices are themselves
circulated and recirculated between various sites, and exchanged between various
practitioners, audience members and institutions (stabilities in the wider flows of
digital stories and the resulting personal and institutional linkages, flows which
the possibility of digital storytelling while on the move, using mobile phones and
other mobile digital devices, complicate considerably);

10
 3. by studying the long-term consequences of digital storytelling as a practice for
particular types of people in particular types of location, and its consequences for
wider social and cultural formations, even for democracy itself.

Needless to say, these are areas where extended empirical work must be done, and as
already explained this article will remain at the theoretical level. The third perspective in
particular (‘long-term consequences’) involves considering the wider interactions, if any,
between particular storytelling practices and general media culture. When a practice such
as digital storytelling challenges media’s normal concentration of symbolic resources so
markedly, analysing the consequences for wider society and culture is precisely difficult,
but it cannot be ignored because of the possibility that digital storytelling is part of a
wider democratization, a reshaping of the hierarchies of voice and agency, which
characterize mediated democracies. The resulting issues, while they encompass issues of
media form (and therefore mediatization), go much wider and can therefore only be
captured, I will argue, by the dialectical term ‘mediation’.

We can learn a lot here from the work of the American sociologist Robert Wuthnow on
the social and ideological consequences of the book (Wuthnow, 1989). Wuthnow in
Communities of Discourse analyses the factors that contributed to major ideological shifts
such as the Reformation and the birth of modern democratic politics. He sees the medium
of the book and the new information networks it made possible as essential to these long-
term changes. But what makes Wuthnow’s account so interesting is that his argument
does not stop there – if it did, it would be an old-style technological determinism.
Wuthnow argues that we cannot understand the impact of the book, over the longer-term,
unless we look at a number of contingent factors, some environmental, some institutional
and some at the level of what he calls ‘action sequences’ (1989: 7). Factors Wuthnow
isolates include, first, the development of settings for communication other than the book
(such as the church, the school, the political party), second, the many interlocking social
and political processes that created new contexts for cultural production more generally,
and, third, the ways in which new circuits for the distribution of ideas, such as the
journal, emerged over time and then became gradually institutionalised in certain ways.

Wuthnow’s rich historical account clearly invites us to think not only about the detailed
processes necessary for the book to be stabilized in cultural life in a certain way, but also
about the unevennesses (to use Silverstone’s term again) of any such process. We might
add another factor, implicit in Wuthnow’s account: the emerging processes of
hierarchisation that developed through the above changes. Think of the literary public
sphere for example, and the social exclusions on which it was famously based, the 18th
century coffee-house versus the market-square (Calhoun, 1992; Stallybrass and White,
1986). Wuthnow asks us to think systematically about the types of space in which
particular symbolic practices (in his case, the regular practices of reading and discussing
printed materials in pamphlet, newspaper or book form; in ours, the practice of
exchanging digital stories) become under particular historical circumstances embedded
more widely in individual routines and the organisation of everyday life.

11
Wuthnow’s emphasis on institutional spaces (such as the church or school) far beyond
the immediate moments of media production, circulation or reception, is inspiring for
research on digital storytelling; first, for drawing our research into the wider territory of
education and government; and second, for its emphasis on space, more precisely on the
complex historical conditions under which new social spaces emerge that ground new
routines. We could approach the same question from a different disciplinary angle by
drawing on the geographer Henri Lefebvre’s concept of ‘social space’. As Lefebvre puts
it provocatively:

The social relations of production have a social existence to the extent to which they
have a spatial existence; they project themselves into a space, becoming inscribed
there, and in the process producing that space itself. (Lefebvre, 1990: 129)

If Lefebvre is right and all social and cultural change involves transformations of ‘social
space’ in this sense (think of the normalization of television as a domestic medium
through its embedding in the space of the home), then any successful embedding of
digital storytelling in the everyday life of mediated democracies will involve a similar
spatial transformation, with resulting spatial asymmetries too.

Translating Wuthnow’s argument to the early 21st century context of digital storytelling,
we can ask a series of questions about ‘mediation’ beyond those asked above:

4. what patterns, if any, are emerging in the institutional settings in which digital
storytelling is now taking place? Who is included in them and who isn’t?
5. What types of resources and agents are typically drawn upon in creating and then
sustaining effective sites of digital storytelling, and how in detail are effective
contexts for the production and reception of digital stories created? (Equally what
factors typically undermine those sites and contexts?)
6. Are any new circuits for the distribution of digital stories and social knowledge
developing through and in relation to digital storytelling sites? What wider profile
and status do those circuits have?
7. What broader links, if any, are being made between the field of digital storytelling
and other fields of practice – education, civic activism, mainstream media
production, popular culture generally, and finally politics?

We can focus these questions a little more sharply. Wuthnow explains his larger
argument as one about how ideas work: they do not work by floating freely, but instead
they need to ‘become embedded in concrete communities of discourse’ (1987: 552).
There is a striking intersection here with Etienne Wenger’s (1998) concept of
‘communities of practice’. Wenger uses the term ‘community’, he says, as ‘a way of
talking about the social configurations in which our enterprises are defined as worth
pursuing and our participation is recognizable as competence’ (1998: 5, added emphasis).
For Wenger, ‘communities of practice are the prime context in which we can work out
common sense through mutual engagement’ (1998: 47): put another way, Wenger is
concerned with the social production of value and authority, and these must be crucial to

12
the broader processes of ‘mediation’ in which digital storytelling will come, if it does, to
matter.

It is these points – the building of community through the construction of value and the
giving of recognition (cf Honneth, 2007) – on which I want to focus in the next section,
since they are crucial to digital storytelling’s claims to reenergize community and
possibly even democracy. This discussion will take us further into the territory of
mediation and away from the territory, independently important though it is, of
mediatization.

Digital Storytelling and the Conditions of Democracy

Robert Dahl in his theory of polyarchy - a cautious account of the preconditions of a

democracy that does not yet exist - prescribes that ‘citizens should posses the political
resources they would require to participate in political life pretty much as equals’ (Dahl,
1989: 322). Among the resources which Dahl thinks it most important to distribute more
fairly for this purpose are not only economic resources but also ‘knowledge, information
and cognitive skills’ (1989: 324). It is in relation to the latter that digital storytelling is
potentially relevant, but to see this, we need to supplement Dahl’s account with Nancy
Fraser’s more recent demonstration of the interconnection between the distribution of
resources and the distribution of recognition as dimensions of justice (Fraser, 2000: 116).
Correcting injustices of recognition means counteracting ‘an institutionalized pattern of
cultural value that [constitutes] some social actors as less than full members of society
and prevents them from participating as peers’ (2000: 113), but crucially as Fraser argues
this involves a redistribution of resources too.

We can complete the link to digital storytelling by noting that the extreme concentration
of symbolic resources in media institutions constitutes an important dimension of social
power precisely because it institutes an inequality of social recognition in Fraser’s sense:
as a result, we can talk not only of the hidden injuries of class (Sennett and Cobb, 1972)
but also of the ‘hidden injuries of media power’ (Couldry, 2001). Digital storytelling in
principle represents a correction of those latter hidden injuries since it provides the means
to distribute more widely the capacity to tell important stories about oneself – to represent
oneself as a social, and therefore potentially political, agent – in a way that is registered
in the public domain. Digital storytelling is perhaps particularly important as a practice
because it operates outside the boundaries of mainstream media institutions although it
can also work on the margins of such institutions (Nancy Thumim’s work examines how
power asymmetries are worked out in digital storytelling sponsored by media institutions
such as the BBC (Thumim, 2006)). In that sense digital storytelling contributes to a wider
democratisation of media resources and possibly to the conditions of democracy itself.
Digital storytelling vastly extends the number of people who at least in principle can be
registered as contributing to the public sphere, enabling again in principle quite a radical
revision of both of Habermas’ accounts (pessimistic and more optimistic) of the public
sphere (Habermas, 1989, 1996).

13
We need to understand in more detail how, given the previous analysis, the practice of
digital storytelling can be understood to work in this broader way. To introduce that
discussion, I want briefly to look at the language of the leading exponent of digital
storytelling Joe Lambert, founder of the Center for Digital Storytelling in Berkeley
(www.storycenter.org).

Lambert’s book Digital Storytelling (now in its second edition: Lambert, 2006) is
intended as an inspirational as well as a practical guide. It discusses the background to the
practice of digital storytelling in a way that relates interestingly to the history of mass
media: needed, he argues, is not just an expansion of digital literacy but a greater faculty
for listening to others’ stories (2006: 16, 95) that contrasts explicitly with the normal
context for consumers of broadcast media. The aim of digital storytelling is not to
produce media for broadcast, but to produce ‘conversational media’: ‘much of what we
help people create would not easily stand alone as broadcast media, but, in the context of
conversation, it can be extraordinarily powerful’ (2006: 17). Lambert has a sharp sense of
the hidden injuries of media power; ‘we can live better as celebrated contributors, we can
easily die from our perceived lack of significance to others, to our community, to our
society’ (2006: 3). Digital storytelling is offered as a technique for increasing
understanding across generations, ethnicities and other divides, and as a tool in activist
organizing, education, professional reflection and corporate communication (2006: 111,
112, 114, 165).

Digital storytelling is a tool with such diverse uses that it almost certainly cannot be
understood as having any one type of consequence or even form. I want to concentrate
however on the claims made by Lambert for digital storytelling’s links to democracy,
particularly the practice of ‘storycatching’ which through meetings of ‘storycircles’ in
particular communities catch stories which otherwise would not be exchanged. The aim
is, in part, political: ‘to engage us in listening to each other’s stories with respect and then
perhaps we can sort out new solutions . . . by reframing our diverse connections to the big
story’ (2006: xx-xxi); ‘as we envision it, storycatching will become central to planning
and decision making, the foundation upon which the best choices can be made’ (2006:
xxi). It would be easy in an academic article to pass by this (for some, utopian) vision
without comment, but it would be a mistake, since this vision addresses a problem for
many contemporary societies identified in academic analysis too: the problem of the
disarticulation between individual narratives and social or political narratives. Alain
Touraine has put this in almost apocalyptic form:

we are witnessing the end of the close correspondence between all the registers of
collective life – the economic, the social, the political and the cultural – that were
once unified within the framework of the nation. (Touraine, 2001: 103)

Others (Bennett, 1999; Turner, 2001) have expressed similar concerns in less dramatic
terms. Storycircles, seen from a sociological point of view, are a practical setting, easily
replicable, for mutual exchange of stories that at least test out the degree to which we find
each other’s lives incommensurable with our own and that therefore test out, since each

14
of us is differently inserted in the various ‘registers of collective life’ (Touraine), the
degree to which the contradictions between the levels of our own lives are resolvable.

In so far as the digitalization of storytelling is offered as a means by which to address a

fundamental problem in contemporary democratic societies, how are we to understand
this claim and the sociological conditions through which it might be realizable? More
specifically, which of ‘mediatization’ or ‘mediation’ would prove more useful for
grasping the dynamics of such processes? Mediatization is concerned with the systematic
consequences of the standardization - of media formats, and reliance on access to media
outlets - for particular areas of contemporary life. It is clear that, if digital storytelling
becomes standardized in particular ways, this might be significant, but there is no strong
reason to believe in advance that such standardization would be more consequential
socially than the experiences of group formation, exchange and learning that such
storytelling involved. More consequential, I suggest, are questions we might address
through a concern with ‘mediation’: questions about how the availability of digital
storytelling forms enable enduring habits of exchange, archiving, commentary and
reinterpretation, and on wider spatial and social scales than otherwise possible; questions
about the institutional embedding of the processes of producing, distributing and
receiving digital stories.

We need, in other words – if we are to take Lambert’s vision of digital storytelling’s

potential contribution to democracy seriously, as I believe we should – to follow closely
through extended empirical work not just the forms and styles of digital storytelling and
not just what types of people in what locations are involved in digital storytelling, but in
what wider contexts and under what conditions digital stories are exchanged, referred to,
treated as a resource, and given recognition and authority. The fear – articulated
abstractly in my earlier adjustment to Silverstone’s notion of the dialectic of mediation –
is that digital storytelling is, and will remain, a largely isolated phenomenon, cut off from
broader media and, more importantly, cut off from the broader range of everyday life,
both private and public/political: to put it crudely, a phase that individuals and groups ‘go
through’, that is not recognized more widely in the regular distribution of social and
cultural authority or respect. The hope – strongly articulated as a vision by Joe Lambert –
is that, from out of local practices of making, exchanging and collecting digital stories,
wider networks and habits will stabilize, just as they did around the practice of reading,
with consequences for the wider distribution of power in intensely mediated but also
often increasingly unequal societies.

The realization of that hope depends on many other types of transformation too, not least
the addressing of what elsewhere I have called the crisis of ‘voice’ in neoliberal
democracies (Couldry, forthcoming),6 which in turn will require major shifts in the
political and economic landscape.

Conclusion

15
I have argued that digital storytelling is a good topic from which to explore the respective
strengths of two influential wide-range concepts for to understanding the broader social
consequences of media, including new media: mediatization and mediation.

My general aim has not been to show that one concept is always more useful than the
other (both are useful and important), but that we need both in our conceptual toolkit,
since they are complementary. However the greater attentiveness of certain approaches
that prioritise the term ‘mediation’ (particularly that of the late Roger Silverstone) may be
better attuned to capturing the complexity of the multiple, often and dialectical processes
through which the range of practices we gather under the term digital storytelling will
transform society and politics. For that reason alone, it is important to retain within the
developing field of new media theory the legacy of the concept of mediation.

16
References

Altheide, D. (1985) Media Power. Beverly Hills: Sage.

Baudrillard, J. (1983) Simulations. New York: Semiotext(e).

Bennett, L. (1998) ‘The Uncivic Culture: Communication, Identity, and the Rise of
Lifestyle Politics.’ PS: Political Science and Politics 31(4): 740-761.

Benson, R. and E. Neveu (eds.) (2005) Bourdieu and the Journalistic Field. Cambridge:
Polity.

Brake, David (2007) ‘Filling the “About me” box. Questioning the centrality of self
reflection in online identity-related spaces’, paper presented to 57th ICA Conference, San
Francisco 24–28 May.

Calhoun, C. (ed.) (1992) Habermas and the Public Sphere. Cambridge, Mass.: MIT
Press.

Couldry, N. (2000) The Place of Media Power. London: Routledge.

Couldry, N. (2001) ‘The Hidden Injuries of Media Power’, Journal of Consumer Culture
1(2): 155: 174.

Couldry, N. (2003a) Media Rituals: A Critical Approach. London: Routledge.

Couldry (2003b) ‘Media Meta-capital: Extending the Range of Bourdieu’s Field Theory’,
Theory and Society 32(5/6): 653-677.

Dahl, R. (1989). Democracy and Its Critics. New Haven: Yale University Press.

Foster, C. (2006) British Government in Crisis. Oxford: Hart Publishing.

Gumpert, G. and R. Cathcart (1990) ‘A Theory of Mediation’ in B. Ruben and L.

Lievrouw (eds.) Mediation, Information and Communication, pp. 21-36, New Brunswick,
NJ: Transaction.

Habermas, J. (1989) The Structural Transformation of the Public Sphere . Cambridge:

Polity.

Habermas, J. (1996) Between Facts and Norms. Cambridge: Polity.

Hjarvard, S. (2004) ‘From Bricks to Bytes: The Mediatization of a Global Toy Industry’
in I. Bondjeberg and P. Golding (eds) European Culture and the Media, pp. 43-63,
Bristol: Intellect.

17
Hjarvard, S. (2007) ‘Changing Media, Changing Language: The Mediatization of Society
and the Spread of English and Medialects’, paper presented to 57th ICA Conference, San
Francisco, May 23-28.

Honneth, A. (2007) Disrespect. Cambridge: Polity.

Krotz, F. (2001) Die Mediatisierung kommunikativen Handels. Der Wandel von Alltag
und sozialen Beziehungen, Kultur und Gesellschaft durch die Medien. Wiesbaden:
Westdeutscher Verlag.

Lambert, J. (2006) Digital Storytelling: capturing lives, creating community 2nd edition.
Berkeley, CA: Digital Diner Press.

Lazarsfeld, P. and R. Merton (1969) [1948] ‘’Mass Communication, Popular Taste and
Organised Social Action’ in W. Schramm (ed) Mass Communications 2nd edition, pp.
492-512. Urbana : University of Illinois Press.

Lefebvre, H. (1990) The Production of Space. Oxford: Blackwell.

Leys, C. (2001) Market-driven Politics. London: Verso.

Madianou, M. (2005) Mediating the Nation. London: UCL Press.

Martin-Barbero, J. (1993) Communication, Culture and Hegemony. London: Sage.

Mazzoleni, G. and W. Schultz (1999) ‘“Mediatization” of Politics: A Challenge for

Democracy?’ Political Communication , 16: 247-261.

Meyer, T. (2003) Media Democracy. Cambridge: Polity.

Pattie, C., P. Seyd and P. Whitely (2004). Citizenship in Britain : values, participation
and democracy. Cambridge, Cambridge University Press.

Sassen, S. (2006) Territory, Authority, Rights. Princeton: Princeton University Press.

Scannell, P. and D. Cardiff (1991) A Social History of Broadcasting. Volume 1. Oxford:

Blackwell.

Schulz, W. (2004) ‘Reconsidering Mediatization as an Analytical Concept’, European

Journal of Communication 19(1): 87-101.

Silverstone, R. (1994) Television and Everyday Life. London: Routledge.

Silverstone, R. (2002) ‘Complicity and Collusion in the Mediation of Everyday Life’,

New Literary History, 33: 745-764.

18
Silverstone, R. (2005) ‘Mediation and Communication’ in C. Calhoun et al (eds.) The
International Handbook of Sociology. London: Sage.

Stallybrass, P. and A. White (1986) The Poetics and Politics of Transgression. London :
Methuen.

Strömback, J. (2007) ‘Four Phases of Mediatization: An Analysis of the Mediatization of

Poltiics’, paper presented to ICA 57th Conference, San Francisco, May 23-28.

Thumim, N. (2006) ‘Mediated Self-representations: “Ordinary People” in

“Communities”’ in S. Herbrechter and M. Higgins (eds) Returning (to) Communities:
Theory, Culture and Political Practice of the Communal , pp. 255-274. Amsterdam and
New York: Rodopi Press.

Thompson, J. (1995) The Media and Modernity. Cambridge: Polity.

Touraine, A. (2001) Beyond Neoliberalism. Cambridge: Polity.

Turner, B. (2001) ‘The Erosion of Citizenship’, British Journal of Sociology 52(2): 189-
209.

Wenger, E. (1998) Communities of Practice: Learning Meaning and Identity. Cambridge:

Cambridge University Press.

Wuthnow, R. (1989) Communities of Discourse. Cambridge, Mass.: Harvard University

Press.

1
I am not referring exclusively to stories told within workshops run by the Center for
Digital Storytelling at University of California, Berkeley, although I will briefly consider
the work of that centre later on.
2
These reflections have been developed in the context of, and supported by, the
Mediatized Stories network run by the University of Oslo since 2005 and funded by the
Norwegian Research Council. Thanks to my collaborators in the network and particularly
to Knut Lundby, its leader. Thanks also to the journal’s anonymous reviewers for helpful
comments on an earlier version.
3
As we will see, there is some definitional violence here, since some theories of
‘mediation’ are closer to ‘mediatization’ in their emphasis on a linear logic of
transformation.
4
As noted by Schulz in his discussion of mediatization (Schulz, 2004: 92).

19
5
I want to acknowledge the influence in the following paragraphs of my conversations
between 2001 and 2006 with the late Roger Silverstone whose breadth of insight will, for
a long time, be greatly missed.
6
Compare Pattie Seyd and Whiteley (2004) on the lack of a deliberative culture in
Britain.

20