Göran Bolin 298 nização da sociedade e para a vida comum. Em seguida, discute até que ponto a sociedade é midiatizada, de que forma a socieda- de é moldada pelas tecnologias midiáticas, com um foco especí- fico nas formas como os meios de comunicação são organizados e quais os potenciais de construção de significado que oferecem. Palavras-chave: midiatização, instituições, cultura, antropologia 1. Introduction There are several accounts of how the various strands of mediatization research should be categorized. Most often, the field is divided into two main approaches: one institutional, fo- cusing on the media as organizations and societal institutions, for instance, journalism’s relation politics and politicians, and the other a socioconstructivist, focusing on the broader role of communication technologies for societal organisation or the advancement of knowledge throughout history (e.g. Hepp 2020; Jansson 2018). As I have argued elsewhere (Bolin 2014), there is also a technological, or perhaps more precisely, a techno-semiotic approach to mediatization where authors such as Jean Baudrillard (1971) have pointed to the relevance of the media as channels for communication and the semiotic codes that these are privileging. In this paper, I will take my point of departure in these three main approaches to mediatization in order to discuss their analytical value. I will in the next section introduce these three in more detail by focusing on their main characteristics when it comes to [1] the way in they theorize “media”, [2] the degrees to which they see the relation between media and society in terms of causality, [3] and their respective view upon historical change, and [4] on what analytical level they focus. In the next section, I will discuss how these approaches relate to Latin-American dis- courses on mediatization, focusing on the work of Eliseo Verón (e.g. 2014a). I will then point to similarities and differences between the European and Latin-American perspectives and also try to account for their genealogy. It will be a main argument that humans have always been mediatized, that is, have always relied on communication technologies for the organization of
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