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'''Intimization''' is ‘a revelatory process which involves the publicizing of information and imagery from what we might ordinarily understand as [an individuals’s] personal life – broadly defined. It is a publicity process (involving the media) that takes place over time and involves flows of personal information and imagery into the [media]’.<ref>Stanyer, J. (2012) Intimate Politics: Publicity, Privacy and the Personal Lives of Politicians in Media Saturated Democracies. Cambridge: Polity. p. 14</ref> It has mainly been studied as a society wide process in the context of politics although it can apply to other contexts.
The term intimization is first used and defined as a process by Van Zoonen in her study of Dutch television news in the 1980s.<ref>Van Zoonen, L. (1991) A Tyranny of Intimacy? Women Femininity and Television News. In Dahlgren, P and Sparks, C. (eds) Communication and Citizenship: Journalism and Public Sphere. London: Routledge.</ref> She defines it as a process whereby ‘values from the private sphere are transferred to the public sphere’.<ref>Van Zoonen, L. (1991) A Tyranny of Intimacy? Women Femininity and Television News. In Dahlgren, P and Sparks, C. (eds) Communication and Citizenship: Journalism and Public Sphere. London: Routledge. p. 233</ref> This is seen not only in the greater focus on ‘human interest subjects’ but also in ‘the way the relation between audience and news reader is constructed... through carefully picked personalities and intimate modes of address’.<ref>Van Zoonen, L. (1991) A Tyranny of Intimacy? Women Femininity and Television News. In Dahlgren, P and Sparks, C. (eds) Communication and Citizenship: Journalism and Public Sphere. London: Routledge. p. 233</ref>
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In sum, drawing on these definitions initimization can be seen as a society wide ‘revelatory process’ which involves the publicizing of information and imagery from the different domains of public figures’ personal lives, either with or without expressed or implied consent of the individual involved.
The growing visibility of the private lives of public figures has been much commented on but has received little systematic attention. The findings that emerge are somewhat mixed. Errera analyzed coverage of French politicians’ private lives in two magazines Paris Match and VSD over a seven year period between 1990 and 1997.<ref>Errera C (2006) 'La vie privée des politiques, un tabou de la politique française.' Communication et langages 148(1): 81-102.</ref> She found that politicians’ relationships, personal health, their home and family life, personal financial issues and their past life were very much to the fore in the magazines’ coverage especially of leading French politicians, such as, Jacques Chirac and Francois Mitterrand.
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