Mediaviestinnän

Mediaviestinnän is the Finnish term for media communication, a field of study and professional practice that examines how messages are created, distributed, and received across media platforms, and how organizations manage communication with audiences. It draws on journalism studies, communication theory, sociology, linguistics, and information technology to analyze media content, audience behavior, and the effects of mediated communication on society.

Its scope includes journalism and news production, public relations and corporate communication, advertising and marketing communication, political communication, and crisis and risk communication. It also encompasses digital media, social media, and emerging technologies; media policy, media economics, media literacy, and audience analytics.

Research methods used in mediaviestinnän are varied, including content analysis, surveys and experiments, discourse analysis, ethnography, and computational methods such as data mining and social media analytics. Ethical and regulatory considerations, such as privacy, misinformation, and media pluralism, are integral to the field.

Educational pathways typically offered in Finland include bachelor's and master's programs in journalism, communication, or media studies, with professional training for careers in journalism, public relations, corporate communications, marketing, and digital media. The field also intersects with applied sciences programs emphasizing practical communication skills for organizations.

Due to changes in technology and media ecosystems, mediaviestinnän emphasizes cross-platform strategies, audience engagement, and the strategic use of data, while examining the societal implications of mediated communication.