Mediatisation – an option or the only possible choice

We are witnessing the emergence and growth of megalomaniac companies, where technology, development and consumption enable their production of products and services to go full steam ahead. Basic activities are becoming less important and companies are successfully spreading across the world due to their diverse network in various fields and making a profit. The market brings different and each time more surprising success stories.

Not so long ago, would we be able to understand that the world’s largest provider of accommodation won’t own any real estate? Today, Airbnb is the one enjoying such success.

Stories that get us into reading
The success alone in 2018 is no longer sufficient. The success story is important. It is crucial that others know how and why we succeeded, what propels us forward, how we’re improving ourselves and what we do today for a better tomorrow. A lot of content backs up answers to all these questions. The need for constant upgrading of the relationship and storytelling, which contribute to the success, requires continuous informing of target audiences. Thus, we find ourselves in a set of good (and bad, too) content that is full of more and less relevant data entangled in stories of a whole new dimension.

Too much content
Not only companies, individuals too strive to create content all the time. Taking YouTube for example, there are over 300 hours of videos uploaded every minute. It’s virtually impossible to track all of them, let alone check all the content available. Moreover, that doesn’t apply only to this social media – we need to multiply it with all the content created on other convergence media and add traditional ones, too. The (media) world is full of content and the media is no longer able to reproduce it while companies have even more to say than ever before.

So what to do with all this content and how to achieve our content to stand out in this mass of data in the media?
At a time when the media began limiting and selectively choosing content to be published, the time has come for companies to take their content into their own hands.

The solution of many companies is mediatisation.
They use their own platforms enabling their words and ideas to be heard and shared among people through mediatisation. Companies whose basic operations are – for example – fully energy-oriented, now create content and publish it themselves, creating communities and virtual spaces where people like to return to – for an advice, useful information, an idea or just to spend their time there.

If we look over the Atlantic Ocean, we can take https://www.redbull.com/si-sl/ as an example. There are no products in the foreground; it’s all about informing the website visitors.

We can find a good example at home, too. People immediately connect the word Triglav with the insurance company, besides of course the highest Slovenian mountain. However, this is not enough; the platform http://vsebovredu.triglav.si offers a variety of content to their visitors. The index itself offers sections such as home, family, travel, health, property, weather and technology. The written content is upgraded with videos, tests, in-depth stories and infographics. This is a website that combines interesting content with useful information, while insurance services offers are found in the corner waiting for a click and not disturbing the visitor.

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Nika Grašič

Assistant & Team Leader

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