Demediatization 2.0. as a Communication Strategy: Definition, Basic Characteristics & Key Aspects of the Analysis Methodology

The purpose of the article: to introduce into scientific circulation a new category of demediatization 2.0., considered in the context of the general theory of mediatization. The authors proceed from the superposition of the institutional and constructivist concept of mediatization and propose to consider the concept of demediatization at three levels of the social hierarchy. It is shown that in the conditions of the transition of the information society from the phase of digitalization to the phase of datification, a new qualitative stage is coming in the demetization dynamics, which is designated as “demediatization 2.0”. The authors conclude that” demetization 2.0.” is a complex trend of the social dynamics of digitally datified modernity, which can be identified at the macro level and the level of spheres of public life (societal demediatization), the level of everyday practices of digital prosumers (behavioral demediatization) and the level of individual events, incidents and informational occasions (event demediatization). Three basic definitions of demediatization 2.0., characteristic of the transition of media communications from the stage of digitalization to the phase of datification and corresponding to the three identified theoretical traditions, are substantiated. Societal demediatization 2.0. refers to the social process of redistribution of power resources of communications medium from classical media and traditional normatively understood journalism to network players, influencers and traffic monopolists, characteristic of the society of communication platforms and digital ecosystems, which generates a new dynamic of reproduction of sociality of the mediatized world. The concept of event-demediatization 2.0 is introduced. and its detailed description is given. As a result of the purposeful application of this network strategy, a socially significant event that can cause a large-scale behavioral reaction is deliberately placed on the periphery of public attention.