Is Selfie Moving Towards Popular Culture? - Application of Selfie Phenomenon and Extension of Digital Self in Television Ads


In recent years, digital technologies have developed rapidly and have consequently been adopted for wider social purposes. It follows that digitization has economic and political consequences insofar as it generates new forms of production, distribution, and regulation. This study shows how print media presents the interface between digital technologies and society. Arguing with a theoretical framework consisting of political parallelism at the media system level, editorial lines at the media outlet level, and diverging value and sociological structures at the journalistic level, systematic differences in the frame building of digitization between outlets are assumed. The findings of a content analysis of print media from 2003 and 2008 indicate that social digitization framing was partially ideologically motivated. A content analysis of German print media shows that left-leaning press reports social digitization critically by highlighting the negative consequences of political actions. Conversely, right-leaning press portrays social digitization more often and in a more positive light by slightly emphasizing its economic characteristics.