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Image als zentrale Kategorie für PR-theoretische Ansätze

Image als zentrale Kategorie für PR-theoretische Ansätze

          
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About the Book

Studienarbeit aus dem Jahr 2005 im Fachbereich Medien / Kommunikation - Theorien, Modelle, Begriffe, Note: 2,0, Technische Universität Dresden, Veranstaltung: Theorien der PR, Sprache: Deutsch, Abstract: "For years, I have asked students not to use the term in my public relations classes. Whenever a student would use the term in a paper or exam, I circled it with the comment, 'Whatever that means!'"(1) Grunigs Ablehnung des Imagebegriffs unter dem Verweis auf seine Vieldeutigkeit kennzeichnet das Unbehagen, das Public Relations(2)-Theoretiker bis heute gegen ihn hegen. Das verwundert um so mehr, wenn man die Vielzahl von theoretischen PR-Ansätzen betrachtet, die "Image" als zentrale Zielkategorie ansehen(3). Theorien, als eine Gesamtheit logisch zusammenhängender Urteile über Teile der Realität, setzen Begriffsdefinitionen voraus, um Klarheit über den Forschungsgegenstand zu schaffen und Kommunikation darüber zu ermöglichen(4). Wenn also "Image" als zentrale Kategorie für PR-theoretische Ansätze angesehen wird, dann sollte zunächst der Begriff als solcher beleuchtet und in seinen Facetten betrachtet werden. Diesen Ansatz verfolgt diese Arbeit. Es wird zu zeigen sein, aus welchen Perspektiven der Imagebegriff semantische und heuristische Bedeutungskraft beziehen kann, um für eine bislang nicht existierende Imagetheorie im Rahmen der kommunikationswissenschaftlichen Beschäftigung mit PR fruchtbar gemacht werden zu können. Dazu wird ein möglichst breiter Bezugsrahmen aufgespannt, um den vielfältigen Bedeutungsdimensionen, die Praktiker wie Theoretiker dem Begriff aufgebürdet haben, gerecht zu werden. Ausgehend von einer basalen semantischen Wortbetrachtung, verfolgt diese Arbeit den induktiven Weg vom praktischen Gebrauch zu theoretischen Perspektiven aus unterschiedlichen Wissenschaftsdisziplinen. Dies geschieht über Konzeptionen von Images aus der praktischen PR-Arbeit, Begriffsklärungen und Abgrenzungen zu Termen wie Symbol, Vertrauen, Glaubwürdigkeit, Wirklichkei


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Product Details
  • ISBN-13: 9783638656726
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3638656721
  • Publisher Date: 24 Jul 2007
  • Height: 210 mm
  • No of Pages: 64
  • Series Title: German
  • Weight: 95 gr


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