In light of developments within the field of media theory, a certain consensus has evolved in favour of approaches like mediatization and mediation. While these approaches above all focus on societal change from a media-dependent point of view, this article addresses the reverse side of these processes, asking about media users' appropriation of media in order to experience sociality that has only just been enabled by media-use. This awareness of medial terms and conditions is characterized as recipients' acknowledgment as well (...) as utilization of medial constraints, which is subsequently referred to as mediality. (shrink)