Leitmedium
Leitmedium is a term used in media studies and political communication to describe a media outlet that is perceived as the leading or most influential source of news and public discourse within a given media landscape. It functions as a reference point for journalists, policymakers, advertisers, and the public, shaping agendas through coverage choices, framing, and the dissemination of information across other media channels.
Characteristics commonly associated with a Leitmedium include broad audience reach, high perceived credibility, a central editorial
Context and dynamics: The status of a Leitmedium is not purely objective; it is shaped by market
Criticism and debates: Critics argue that the Leitmedium model can reinforce hierarchies, contribute to homogenization of
In German-speaking discourse, Leitmedium is typically used descriptively to acknowledge an outlet’s influential role while recognizing