Mediasteerinen

Mediasteerinen is a Finnish neologism used in media studies to describe a phenomenon in which media actors influence public discourse by steering attention, framing issues, and guiding interpretation of events. The term combines media with a notion of steering and is primarily found in academic and journalistic discussions rather than as an official technical term.

The concept covers a range of practices, including content selection, headline and framing choices, the sequencing and repetition of information, sourcing decisions, and cross-platform amplification. It also encompasses organizational, ownership, and financial influences, as well as algorithmic curation and sponsorship pressures. Mediasteerinen is related to theories such as agenda setting and framing but is distinguished by emphasizing the broader, strategic shaping of discourse rather than only the prominence of topics.

In application, mediasteerinen can appear in political reporting, public policy debates, crisis communication, and corporate or institutional communication, where media outlets may highlight certain facts, downplay others, or present events within a particular narrative. Critics argue that it challenges transparency and pluralism, potentially narrowing public interpretation. Proponents, however, may view steering as an inherent aspect of media production that reflects editorial priorities, audience expectations, and practical constraints.

The term remains less standardized than established concepts in media studies, and its usage varies across scholars and Finnish-language discourse. Related terms include agenda setting, media framing, gatekeeping, and propaganda studies.