Mediation is a negotiation with the participation of a third, neutral party, which is only interested in the fact that the parties resolve their dispute (conflict) in the most beneficial way for the conflicting parties.

Mediatization as a process of media mediation is of interest both for sociologists who study the phenomenon and correlation of such concepts as “mediation”, “mediatization” and “mediatization”, and for philologists who study the media environment as an organic environment for the existence of modern society, under which mediatization becomes an integral and necessary component of any branch of social activity.

Modern media have ceased to be only a technological platform, and have become a full-fledged institution that actively influences social life and other institutions of society. The involvement of media in everyday reality is so great that many social processes can no longer be considered without a media component, which confirms the status of modern society as mediatized. Modern society is permeated with countless mediated communications, and task management tools and filled with centillions of meanings that constantly, every second initiate media.

The mediator must be a respectable person, with an infallible reputation, commanding respect and trust from the parties. In countries where the development of mediation, to a greater extent, occurs “from below” and, on the basis of established practice, the legal framework is being formed, firstly, the risks of restricting access to mediation activities on the basis of belonging to a particular profession are much lower, secondly, as practice shows, representatives of various professions come to mediation, for example, a programmer and WordPress developer salary, who receive a fairly high salary, and finally, thirdly, people of various professions also become successful, in-demand mediators – lawyers, psychologists, sociologists, political scientists, doctors, teachers, engineers, managers, etc. The main thing is that the one who calls himself a mediator should really master the skills of this activity at a professional level. 

The media, in turn, become not only intermediaries in the transmission of information, they form the directions for the development of all spheres of public life, also starting a new small business there is a constant mutual influence between the media and society.

In this regard, parties seeking pre-trial mediation should choose their mediator more carefully. If the mediator has not been properly trained, he may, instead of helping, create additional difficulties for the parties. Therefore, of course, to resolve serious disputes, it is advisable to resort to the help of professional mediators. Moreover, mediators who are seriously engaged in mediation activities try to join communities, be affiliated with mediation service providers and/or organizations that unite mediators, read books about project management, and pay great attention to professional development and professional growth.

Human history, in terms of the development of media, is divided into three main periods – oral, printed, and electronic. Each of them influences the content and structure of culture, is based on different perceptions and thus has its own forms of thinking and communication. Each of these zones not only represents a historical period in the development of mankind; their consequence is the reorganization of practically the entire structure of social life (power, information, and society). Oral speech is the most organic and natural means of communication, in which a person is responsible for the production, transmission, and storage of certain knowledge, then writing has changed the patterns of fixing and disseminating information, and also influenced the distributed “content”, and printing has allowed storing large amounts of information and make it easy to transfer. The nature of print media is characterized by visuality, consistency, and fixity; print has a more stable, permanent character compared to oral speech. The era of electronic media is associated with many changes in society due to a serious leap in speed, the use of scheduling software, transmitting and storing information, as well a reduction in the distance separating users. Television, the Internet, DVDs, mobile phones, movies, iPads, and iPods all isolate a sense of reality, forming an interconnected structure that empirically “constructs” feelings, identification (identification), empathy, and emotional response.

The success of network media is primarily due to the demand of the modern information society for a high speed of obtaining information. The Internet has provided completely different opportunities for the entire media environment: new technologies are able to spread a multimedia message around the world in a few seconds. Thus, in the modern media space, traditional communication practices are changing, expanding the possibilities of working with information, accelerating, and providing users with more and more new opportunities to receive, exchange and produce information. The most active target audience of online media is young people, who are most receptive to innovations and digital technologies and spend much more time in the virtual space than in real life. In this regard, the study of the online space as a means of implementing the media communication practices of various social groups, and the use of digital marketing strategies, is of utmost importance, given the main trends and prospects for the development of information and digital technologies in modern society.

Final Thoughts

Thus, modern media not only reflect a single picture of the world, providing it to the modern consumer, but also form and rethink cultural values themselves. Thanks to constantly developing new technologies, modern media not only act as a source of information but also are the main channel of communication. With the help of social networks, e-mail, or instant messengers for smartphones, you can quickly build communication with anyone.


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