Mediatike

Mediatike is a term used in media studies to refer to the study of how media infrastructures, platforms, and practices shape information, culture, and behavior. The term functions as a heuristic for analyzing the reciprocal relationship between message production, distribution, and reception in contemporary digital environments.

Definition and scope: Mediatike treats media as a dynamic system where algorithms, data flows, and business models influence what audiences see and how they respond. It encompasses content creation, distribution networks, audience engagement, and governance, including platform moderation and regulatory contexts.

Origins and use: The coinage appeared in late 2000s–2010s academic discourse as scholars sought a unifying lens for differences across media forms such as news, entertainment, and social media. It is not a single theory but an analytic umbrella that can be combined with mediatization, media ecology, and platform studies.

Applications and critique: It is used to analyze how attention economies, algorithmic curation, and data-driven personalization influence discourse, public opinion, and culture. Critics argue that the term can be too broad or vague; supporters see value in connecting separate strands of research.

Related concepts include mediatization, media ecology, platform studies, and digital culture.