ABSTRACT
This chapter describes ‘media logics’ as an important and established metaphor in mediatization research to grasp the molding capabilities of media. It argues that the metaphor of ‘media logics’ was important for mediatization research because it demonstrated the complexity of media’s molding forces. For an analysis of the phase of deep mediatization, however, the metaphor becomes problematic because it remains ambiguous and obscures media’s processual character. The line that connects the approaches of forms of interaction, organizational rules and material affordances is the assumption that each medium has particular characteristics through which it is molding individual practices as well as social domains. Emphasizing the processual character of media is something that is crucial for understanding digital media: based on software, their changeability and speed of adaptation have increased considerably. The idea of deep mediatization is associated with a similar perspective on the pervasiveness of digital media.
