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Arbeit, Innovation, Gerechtigkeit. Der Fernsehwahlkampf der SPD 1998

Arbeit, Innovation, Gerechtigkeit. Der Fernsehwahlkampf der SPD 1998

          
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About the Book

Studienarbeit aus dem Jahr 2002 im Fachbereich Medien / Kommunikation - Medien und Politik, Pol. Kommunikation, Note: 1, Justus-Liebig-Universität Gießen (Institut für Journalistik), Veranstaltung: Proseminar "Wahlkampfkommunikation im zeitgeschichtlichen Vergleich", Sprache: Deutsch, Abstract: 1998 war ein markantes Jahr in der politischen Geschichte der Bundesrepublik. Nicht nur die Ära Kohl ging nach 16 Jahren zu Ende und ließ eine neue Politikergeneration an die Schalthebel der Macht. Anfangs fast unbemerkt, vollzog sich ein anderer, bedeutender und nachhaltiger Wandel, dessen Tragweite und Konsequenz bis heute nur abzuschätzen sind: In der inneren und äußeren Verfasstheit bundesrepublikanischer Wahlkämpfe wurde ein neues Kapitel aufgeschlagen. Im Zusammenhang mit dem Wahlkampf 1998 werden oft und zurecht die Begriffe Amerikanisierung bzw. Mediatisierung, Popularisierung und Entpolitisierung gebraucht: Niemals zuvor war ein Wahlkampf mehr auf die Medien zugeschnitten und niemals zuvor hatte er sich soweit von konkreten politischen Inhalten entfernt. Diese Entwicklung hatte sich naturgemäß bereits in vorausgegangenen Wahlen angedeutet, erfuhr jedoch erst 1998 einen überproportionalen Schub und trat in aller Deutlichkeit zutage. Es war vor allem eine Partei - die SPD -, die diesen Schub leistete und damit das vorexerzierte, was alle anderen Parteien bei künftigen Wahlen auf Landes- wie auf Bundesebene übernehmen sollten. Die SPD setzte eine Vielzahl von Strategien ein, um ihren Spitzenkandidaten in ein Licht zu rücken, das dessen mediale Absorption begünstigen und in ihrer Tendenz positiv beeinflussen würde. Dabei lehnte sie sich zum einen an die Erfahrungen amerikanischer Wahlkampfprofis an und beanspruchte ferner die Fachkenntnis externer Experten aus Werbewirtschaft und Demoskopie. Am Ende stand - ein beeindruckender Wahlsieg und die Gewissheit, dass die Faktoren, die den Wahlkampf 1998 außergewöhnlich machten, schon bald politischer Alltag werden würden. Es bl


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Product Details
  • ISBN-13: 9783656525233
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3656525234
  • Publisher Date: 04 Dec 2013
  • Height: 210 mm
  • No of Pages: 28
  • Series Title: German
  • Weight: 50 gr


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Arbeit, Innovation, Gerechtigkeit. Der Fernsehwahlkampf der SPD 1998
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