MEDIATIZATION OF SOCIETY AS A PROCESS
The article presents the analysis of the idea of mediatization as a process within the framework of the medium theory and in the mediatization theory, which investigate the role of media in the transformations of culture and society. For representatives of these approaches, the procedural essence of mediatization seems to be conventional, but there is no consensus on how the influence of media on social change is chronologically structured. The features of its periodization, as well as the nature of the change of its stages, the issues of their correlation are considered. In the work, there are summarized the views on the determination of social dynamics by means of mediums by representatives of the medium theory. The approaches to the course of mediatization in modern Western media and communication studies are analyzed in detail (S. Hjarvard, A. Hepp, A. Hoskins). The interpretation of mediatization as the main metaprocess of our time (F. Krotz), which is comparable in importance to globalization, individ-ualization and commercialization, is analytically considered. The modern phase of mediatization is understood as "extended mediazation", "deep mediatization", which is based on new media - the so-called "liquid media".