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Die Shell-Jugendstudien von 1981 und 2010: Generationenwandel und PR

Die Shell-Jugendstudien von 1981 und 2010: Generationenwandel und PR

          
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About the Book

Fachbuch aus dem Jahr 2014 im Fachbereich Soziologie - Individuum, Gruppe, Gesellschaft, Note: 1,3, Westfälische Wilhelms-Universität Münster, Sprache: Deutsch, Abstract: Die Shell-Jugendstudien werden in den Medien immer wieder als die Bibel für Jugendforscher beschrieben, da sie Aufschluss über die Jugend und ihren gesellschaftlichen Standpunkt geben. Die Ergebnisse prägen die Tageszeitungen nach den Veröffentlichungen und sollen die Möglichkeit bieten, ein wissenschaftliches Bild der Jugend zu entwerfen, das ihren Habitus und ihr Denken reflektiert. Seit den 90er-Jahren wird die Publikation, die in unregelmäßigen Abständen erscheint, medial aufbereitet und durch Pressekonferenzen, Anzeigenkampagnen und den kostenpflichtigen Verkauf beworben. Shell repräsentierte diese Veröffentlichungen seit der Gründung der Deutschen Shell AG als Dienst an der Gemeinschaft und profilierte sich als Konzern, der der Jugend eine positive Einstellung zur Gemeinschaft beibringen wollte. Über die Intention der Studien wird im späteren Verlauf eingegangen. Die Ausarbeitung wird sich mit den Shell-Jugendstudien im Allgemeinen und denen von 1981 und 2010 im Speziellen auseinandersetzen und dies vor dem Kontext des Generationenwandels betrachten. Dabei werden die im ersten Teil die Intentionen und Entwicklungen der Jugendstudien betrachtet und im Anschluss zwei Studien explizit erläutert. Die Studien von 1981 und 2010 sind aus zweierlei Gründen gewählt worden: Zum Einen stellt die Studie von 1981 einen Paradigmenwechsel dar, da die Methodik ihren Schwerpunkt auf qualitative Untersuchungen setzte und sich von den klassischen qualitativen Interviews abwandte. Außerdem galten die Ergebnisse zu der Zeit als ein Novum, deswegen wurde die Publikation von 1981 als grüne Studie bekannt. Zum Anderen dient die aktuelle Studie von 2010 als ein guter Vergleich, da die Jugendlichen der letzten Studie die Kinder der Eltern sind, die 1981 jugendlich


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Product Details
  • ISBN-13: 9783668101043
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 254 mm
  • No of Pages: 16
  • Series Title: German
  • Weight: 59 gr
  • ISBN-10: 3668101043
  • Publisher Date: 02 Dec 2015
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 1 mm
  • Width: 178 mm


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