Hybrid media systems

This chapter outlines the “hybrid media system” conceptual framework, emphasizing its significance in contemporary media studies, particularly in political communication research. According to this framework, the contemporary communication system can only be understood by examining the interplay between older and newer media logics. To analyze whether and under what circumstances these diverse media logics compete or overlap, it is essential to distinguish them as separate conceptual entities. Therefore, the chapter integrates influential theoretical frameworks that help identify the specific dynamics of social media/network media logic and mass media logic, both of which operate within the hybrid media systems. The chapter also explores the scope and methods of empirical studies applying the “hybrid media system” conceptual framework, examining how and to what extent political actors, media professionals, activists, and ordinary citizens mobilize different media logics to exercise power –advancing values and interests, achieving political goals, and shaping the agency of others– in political news making, activist mobilization, and election campaigns. Finally, the chapter discuss a research agenda based on the key theses of the “hybrid media systems” framework, highlighting the challenges that future studies should address to advance scientific knowledge on media change and its socio-political effects.