The triangle of mediation according to silverstone (2006) describes how mediation takes place with regard to the human

experience. This devices helps understand how mediation is comosed of our memories out imaginations and or experiences media moves between those different areas, mediating the experience of each. According to him, through media, we learn about the world and simultaneously we are creators of the media. Mediation creates a texture to our experience of the world. A key concept in mediation is the connection between what is mediated and what is non-mediated This definition describes a process that is ongoing and fluid. It involves both process and incorporates elements if both semiotics and consumption theory onto its framework. Mediation in Context In the study of technology, many theories fall into the schools of thought: technological determination and social construction of technology. Technological determination receives technology and societ as existing more or less independently of one another. In this scenario, the technological exists external to the social and influences if from a far. Social construction of technology perceivtes the social and technological to be more interwired with technology being shaped by social processes. Mediation could be perceived as a 'mediator' between these two sometime conflicting schols of theoretrical thought. In the conception of mediation, the social influences the technological and vice-versa. Today the media is one of the most important structure and institutions in society and as such, one of the most important and invasive socialization instruments. The media form our most and institutions. Through the media, we learn about politics, our histories, how people behave what is in and what is out , the big issues of society such as crime, poverty, HIV/AIDs, our place in society, global warming, disasters, products available (on the market (advertisements) and so on. Also, we are taught by the media the values and norms of society as these are reflected in the numerous media entertainment products, ranging from films to soap operas, game shows, sport programes, documentaries and articles in almost every possible topic, style, magnilines and so on. Mass communication theory describes exlains interpretes, predicts and tries to reform the medias social relationships, be it internal relations within the media or external relations with cities social structures and the media as audiences. As that by criteau and Hoynes (2003:13) ..the media theory in general asks us to consider the role of the media in our individual lives (micro level) and in the content of social forces such as the economy politics and technological development (the macro-level). If we want to understand the media and their impact on our society, we must consider the social relationships (both micro and macro) between media and social world Therefore, the main goal of mass communication and media theory is to describe, and if necessary change the social relations between the media and society, the relationships between the media and its audiences (media users) and the relationships within the media. Croteau and Honges (2003:22) refers to three types of social relations as the object of the media theory and research: The relationships between media institutions and other institutions in society( external relations) such as the media to relationship with and to the government, the judiciary the economy and politics. The relationship within the media institutions (Internal relations) such as the relationship between an editors and the board of the newspaper, the relationship between of individual journalists and/o radio and television programme makers

The televisions between media institutions and their audiences and the audiences relationship with the media The he description and analysis of these relationship, the concepts are central: structure and agency. Structure refers to the socialization instruments, i.e. the mass media, and how it impacts our lives. Structure is meant to consider how a socialization instrument is composed, how it works and how it is managed and its values and norms. Agency is the way in which human actions impact on a structure. For example, the educational system in a country is structured in a certain way. The way in which it is structures impacts on the kind and quality of the education we get. How do we or can we (the people) influence these structures It can thus be argued that the way a county or a society media is structured impacts on the kind and quality of information and enetrtainment we (media users) get and thus impacts on our peceptions of reality as well as on our values and norms. How can we (media users) and other structures in the society impact on the media structures in order to improve the media and thus the quality of informtion and entertainment we receive through the media in such a way that may lead to an improved perspective on reality? Between structure and agency there is always tension. The media theory goal is to understand the structures involved and the human agency in influencing these structures. How we think about the media the media effects on behaviour, the functions of the media in society is usually done from a specific theoritical pespective and approach. For the purpose of the discussions in this paper, media mediation, the approach also called paradigm erelated is meaning production perspective approaches, and technological deterministic perspective and approaches, will be discussed. Meaning Production theory This theory has its foundation in phenomenology and symbolic interaction. According to this theory, everything we see and know is filtered by our own experiences and is thus a creation of one's own conciousness. The Gema philosophe Edmorld Hussel (1859-1938) says it can be done by suspending one's natural attitudes and taken for granted beliefs about something and by starting to look at something a new. This require a mental act of opening oneself up for new impressions and how understandings. To investigate something phenomenological thus requires one to bid oneself of any presuppositions. In this theories, the emphasis is on how media condition us to attach certain meanings to objects, words and concepts. These thekories are known as also refered to as meaning contruction theories they claim that often we dotain our knowledge, and what we believe something means, from how the media defines that something. In our present information society, much of what we base our beliefs on is derived from the media as a social source. This applies especially to new phenome we have to confront. The media not only expore us to the known , but also to new developments, concepes and ideas to which the media apply certain meanings. We adopt concepes like, globalization, terrorism, global warming. A few years ago; we did not know or frequently use these concepes in terms of what they have learnt from the media. In Kenya for example, the meaning attached go Al-Shabaab, operation Linda Nchi have been formed and reinforced by the media De Fleur and Denis (1994: 595) fummance the basic stages of the meaning construction theories as: The media discribes objects events people or situation in ways that links label language symbols such as wofds to meanings . A member of the media audence is exposed to such a label and undergoes some changes in his\her

personal interpretation if the meaning of the label or has a meaning already attached to it how stabilized He/she communicates with other using the label and its media influenced meaning. By doinf this, such media derived meanings are turned shaped and or stabilized among other members of society. Eventually, through the communication of media derived meanings strengthened communication, such menings become social convention and are thus adopted as the real and/or only meaning of a concepe, action or person. Individual behaviour toward objects, situations or events is guided by the meanings people hold for them. In this way the media have played an indirect but significant long-term role in shaply people thoughts and actions. Take for example the label or concept of 'terrosism' By the majority of people attach the medias defined meaningless to this concepe and not the far more complicated meanings dictionaries gone. Often the meanings of the media attach to concepes and phenomena are oversimplified and one sided. Symbolic Interactionism This centeres on the processes whereby meaning is socially constructed. From a symbolic Interactionist perspective, the mass media create and communicate meaning to large audience, thereby allowing meaning and eventually the experience of something to become shared. Central figures in the symbolic interactionist paradigm are George Hebert Blumless, who argue that the central assumptions of symbolic interactionism are: Reality is not given but created by human being by virtue of their: capacity give meaning to their experience. Reality is mediated structured and organized for people by set of meanings Meaning is embodied in symbols The enterpretations if meaning requires a self-concious act and the ability to adopt and share actions persons perspective The mass media play an active role in the contruction of personal and social reality Mass media are not simply transmitters of objective information but active constructers of information and meaning- what is presented as news in an interpretation and a construction of meaning through the process of emphasising some events and de-emphasizing the events. In both phenomenology and in symbolic interactionism th emphasis is thus on meaning and how meaning is constructed various ways of investigating meaning and the construction of meaning exist. In the field of semiotics of special importance Semiotics Semiotics is the study of signs and codes; how signs and codes convey meaning. The aim of media semiotics is to sharpen our critical awareness of the ways in which the media manipulate or use signs and codes to reflect, represent and imitate aspects of reality with the purpose of conveying specific meaning- usually in support of an underlying ideology or point of view Media content is not reality itself but an imitation of reality. In these representations signs and codes are combined in a structured way to convey the specific meanings the media wish to distribute about reality. Furthermore, the media are a very specific sign system in the sense that media accommodate

numerous other sign systems. The media use a number of signs systems simultaneously (language) non-verbal system such as clothing, body language moving and digital images film, television and the internet photographs, graphics, and verbal sign systems (voice, articulation, register) Think about a television news bulletin. The images we see and the text we hear (or read on the screen) are captured nin specific ways with specific kinds of shots a close-up or a long shot, suffered angles, focusing on specific objects as well as different ways of writing a text. The image is edited in a specific way with a specific rhythm in order to create a dramatic feeling of urgency. Whether this is done intentionally or unconsciously, the fact remains about the something or someone is conveyed. The task of semiotic research is to disciple the ways in which specific meanings are seated. The assignment of meaning is a process, which presupposes the transformation of the raw meterial of a product through a specific land of labour. There is manipulation of signs and codes. In the process of media labour, the actual meaning of an event thus undergoes a transformation. The media use signs in certain ways to express certain views. For example, it is argued that Western mainstream media by potraying poverty compel and war in developing countries in a structured (codified) way, present a negative view of developing countries. Signs are related to one another by means of codes which are understood by the users; various sign system are related to one another by means of various codes. How are spoken word (verbal signs) related to one another in a language by means of grammatical sentence construction and codes t form sentences How are words and images in the film related to one another by the use of the camera and editing techniques (codes) How do these codes develop? And what is the role of culture and cultural convention in the creation and comprehension of codes? The semiotic approach seeks to answer the following basic questions? How do the media create meaning? How does the meaning given by the media support a specific takes-for granted view (ideolocy) How does the media uses understand and personalize media created and disseminated meaning? How does it become part of his/her taken for granted understanding of social reality? CONCLUSION In conclusion media mediation is an on-going process and that relys on meaning construction from the media to the audience and vice versa. From the above discussion, it has been explained using the semiotic approach and its theories about meaning. This approach distinguishes itself from others focuses on the communicative tools (signs) and processes (codes) with which the media constructs meaning. REFERENCES Silverstone, Rogers (2003) Proper Distance Towards an Ethics Cyberspace in Gunnar Lieseol et al (eds) Digittal Media Revisited: Theoretical and Concepual Innovations in Digital Domains (Manbridge: MII Press 469-400. STIveseone Roger (2006) Mdia and communication in a Globalized World (dRAFT) Thompston J.B (1995) The media and Modernity a social theory of the media Cambridge: Polity Press

Groteau, D and Hoynes W. (2003) media Society Industries, Images and audiences 3rd edition thousand Oaks, California- Pine Forge press DE Fleur M.L and Dennis EE (1994) Understanding Mass Communication a Liberal arts perspective 5th edition Boseon, USA, Houghton Meffin Fiske, J. (1987) Television Culture, London Methuen.