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Grundlagen für eine mediale Reputationsanalyse des Studiengangs Communication Management an der Universität Leipzig

Grundlagen für eine mediale Reputationsanalyse des Studiengangs Communication Management an der Universität Leipzig

          
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About the Book

Studienarbeit aus dem Jahr 2015 im Fachbereich Medien / Kommunikation - Sonstiges, Universität Leipzig, Sprache: Deutsch, Abstract: Welche Dimensionen sowie Indikatoren lassen sich für eine mediale Reputationsanalyse des Studiengangs Communication Management an der Universität Leipzig bilden? Laut Liehr, Peters und Zerfaß entsteht Reputation entweder durch den direkten Kontakt zwischen einer Organisation und den Anspruchsgruppen oder durch Journalisten und andere Stakeholder. Die Messung der Reputation erfolgt mit Hilfe verschiedener Ansätze, Modelle und Methoden. Bei einer Reputationsmessung wird erfasst, wer wen, auf welchen Dimensionen, wie einschätzt. Der Fokus der vorliegenden Hausarbeit liegt auf der Reputation, die durch die Medien vermittelt wird. Die Journalisten beziehungsweise Medien fungieren dabei als Reputationsabsender. Das Reputationsobjekt ist der Masterstudiengang Communication Management. Um die Reputation des Studiengangs in den Medien zu untersuchen, ist die Durchführung einer Medienresonanzanalyse notwendig. Im Rahmen der Hausarbeit sollen dafür die Grundlagen geschaffen werden. In der vorliegenden Hausarbeit wird zunächst die theoretische Grundlage für den empirischen Teil der Arbeit geschaffen. Nach einer Begriffsbestimmung folgen die Beschreibung der Reputation als immaterieller Wert sowie die Abgrenzung von Reputation und Image. Anschließend werden die Ziele und der Aufbau einer Reputationsmessung sowie einige ausgewählte Konzepte und Methoden vorgestellt. Der Schwerpunkt des empirischen Teils liegt auf der Entwicklung eines Modells für eine mediale Reputationsmessung des Studiengangs Communication Management. Nachdem der aktuelle Forschungsstand zur Reputation im universitären Kontext dargelegt wird, liegt der Schwerpunkt auf der Entwicklung des Untersuchungsinstrumentes. Dieses soll im Anschluss anhand eines Pretests überprüft und kritisch betrachtet werden. Die Arbeit endet mit einer Zusammenfassung der Ergebnisse und einem Ausb


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Product Details
  • ISBN-13: 9783668271289
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3668271283
  • Publisher Date: 25 Aug 2016
  • Height: 210 mm
  • No of Pages: 44
  • Series Title: German
  • Weight: 68 gr


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