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Akzeptanz des Internet bei Kindern und Jugendlichen und kommunikationspolitische Bedeutung des Online-Marketing für diese Zielgruppe

Akzeptanz des Internet bei Kindern und Jugendlichen und kommunikationspolitische Bedeutung des Online-Marketing für diese Zielgruppe

          
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About the Book

Inhaltsangabe: Gang der Untersuchung: Zunächst werde ich einen allgemeinen Überblick über die Verbreitung des Internet in Deutschland und die Zusammensetzung des Online-Publikums geben. In diesem Zusammenhang werden die aktuellsten Studien zu diesem Thema kurz vorgestellt und die Kernaussagen der unterschiedlichen Studien zusammengefaßt. Hieran schließt sich eine Vorstellung und Zusammenfassung der (bislang nur sehr wenigen) Forschungsergebnisse über die Verbreitung des Internet bei den 6- bis 13jährigen. Im zweiten Teil der Arbeit möchte ich die Methodik und Ergebnisse meiner Online-Umfrage "Net-Kids" vorstellen, die ich in den Monaten April, Mai und Juni 1999 im World Wide Web durchgeführt habe. Kinder und Jugendliche im Alter von 6 bis 13 Jahren wurden hierbei aufgefordert, einen interaktiven Fragebogen auszufüllen. Die Wahl der Alterseinteilung (6 - 13 Jahre) dieser empirischen Studie orientiert sich an der des Computer-Kinder-Forschers Stefan Weiler. Gleichzeitig sollte mit dieser Umfrage untersucht werden, ob die recht neue Forschungsmethodik "Online-Research" überhaupt für diese Zielgruppe sinnvoll ist und ein akzeptabler Stichprobenumfang erreicht werden kann. Hieran schließt eine Bestandsaufnahme der derzeitigen Online-Angebote für Kinder und Jugendliche. Im vierten Teil der Arbeit werde ich einen Planungsprozeß zur Erstellung einer Online-Strategie aufzeigen. Im Vordergrund stehen hierbei die Besonderheiten der Online-Kommunikation, die für die Zielgruppe der 6- bis 13jährigen zu beachten sind. Einen Blick in die Zukunft werde ich im letzten Abschnitt wagen. Ziel dieser Untersuchung kann und darf es nicht sein, eine gestalterische oder konzeptionelle "Patentlösung" für die Erstellung von Internetseiten für Kinder - nach dem Baukastenprinzip - zu erarbeiten. Vielmehr möchte ich für die Thematik sensibilisieren und Denkanstöße geben. Inhaltsverzeichnis: Inhaltsverzeichnis: InhaltsverzeichnisI Verzeichnis der Abbildungen und TabellenIV Einleitu


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Product Details
  • ISBN-13: 9783838619194
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 10 mm
  • Width: 148 mm
  • ISBN-10: 3838619196
  • Publisher Date: 25 Nov 1999
  • Height: 210 mm
  • No of Pages: 166
  • Series Title: German
  • Weight: 227 gr


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