Volltext-Downloads (blau) und Frontdoor-Views (grau)

Medial shaping from the outset: On the mediality of the second presidential debate, 2016

  • In the present article we argue that all communication is medial in the sense that every human sign-based interaction is shaped by me­dial aspects from the outset. We propose a dynamic, semiotic con­cept of media that focuses on the process-related aspect of media­lity, and we test the applicability of this concept using as an example the second presidential debate between Clinton and Trump in 2016. The analysis shows in detail how the sign processing during the debate is continuously shaped by structural aspects of television and specific traits of political communication in television. This includes how the camerawork creates meaning and how the protagonists both use the affordances of this special mediality. Therefore, it is not adequate in our view to separate the technical aspects of the me­dium, the ‘hardware’, from the processual aspects and the structural conditions of communication. While some aspects of the interaction are directly constituted by the medium, others are more indirectly shaped and influenced by it, especially by its institutional dimension – we understand them as second-order media effects. The whole medial procedure with its specific mediality is a necessary, but not a sufficient condition of meaning-making. We distinguish the medial procedure from the semiotic modes employed, the language games played and the competence of the play­ers involved.

Export metadata

Additional Services

Share in Twitter Search Google Scholar


Author:Martin LuginbühlGND, Jan Georg SchneiderGND
Parent Title (English):Journal für Medienlinguistik (jfml)
Publisher:Leibniz-Institut für Deutsche Sprache (IDS)
Place of publication:Mannheim
Document Type:Article
Year of first Publication:2020
Date of Publication (online):2021/01/27
Tag:Mediale Durchformung; Medienlinguistik; Politische Kommunikation im Fernsehen; Verfahren der Zeichenprozessierung
media effects; presidential debate
GND Keyword:Debatte; Fernsehduell; Fernsehsendung; Fernsehsprache; Kommunikation; Medialität; Medien; Politische Kommunikation; Technik
First Page:57
Last Page:93
DDC classes:400 Sprache
Open Access?:ja
Journals:Journal für Medienlinguistik : jfml = Journal for media linguistics
Licence (German):License LogoCreative Commons - CC BY-SA - Namensnennung - Weitergabe unter gleichen Bedingungen 4.0 International