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Premediation communication strategy
In political science the act or process of 'mediation' is described as intervention between conflicting parties to promote reconciliation, settlement or compromise.
Not to confuse with 'premediation', introduced by Richard Grusin, Professor and Chair of the Department of English, Wayne State University, Detroit, Michigan, USA: First, where remediation entailed the refashioning of prior media forms, I claim that premediation entails the desire to remediate future media forms and technologies. In addition, I argue that premediation entails the desire to remediate the future before it happens, the desire that the future be always already pre-mediated. Finally, I suggest that this desire to premediate the future before it happens is accompanied by the desire to insure that the future is so fully mediated by new media forms and technologies that it is unable to emerge into the present without having already been remediated in the past. According to Grusin the concept of premediation helps to explain the sense of inevitability that preceded the U.S. invasion of Iraq March 2003. Premediation functions in some important sense as the medial logic of the Bush administration's doctrine of pre-emptive warfare. Grusin stressed that the Bush administration repeatedly played out the war against Iraq in print and televisual news media. The premediation of the war against Iraq allowed the networked media to increase their ratings in the run-up to war, as well as to engage in a kind of audience testing on how best to cover the war when it did occur. In this context premediation proofs to be a very effective strategy for communication concepts which focus on 'improving awareness' and 'starting a dialogue' with targetgroups. |
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posted by BlogFonk: Wednesday, June 23, 2004 [#] Erms Suripatty