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Inwiefern folgt das Facebook-Targeting den Prinzipien von Edward Bernays' Propaganda-Theorie?

Inwiefern folgt das Facebook-Targeting den Prinzipien von Edward Bernays' Propaganda-Theorie?

          
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About the Book

Studienarbeit aus dem Jahr 2017 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Universität Potsdam, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist es, die Werbestrategie der Social Media Plattform Facebook, das sogenannte Targeting, zu untersuchen und herauszufinden, inwiefern Bernays' Prinzipien sich auf diese anwenden lassen. Ist das Targeting mit Bernays' Propaganda-Theorie vergleichbar? Wo lassen sich Unterschiede erkennen? Was ist neu? Fokus wird auch darauf gelegt, welche Welt sich demjenigen präsentiert, der durch Propaganda beeinflusst wird. Welche Position nimmt er ein? Recherchegrundlage dieser Arbeit sind sowohl Bernays' Propaganda selbst sowie zeitgenössische Lektüre zum Online-Marketing. Außerdem finden einige medienwissenschaftliche Texte der Platform Studies Einzug in die Untersuchungen. Die Abhandlungen werden vor allem kultur- und medienwissenschaftlich, in den Bereichen der Kommunikations- und Wirtschaftswissenschaft sein. Soziologische Aspekte werden voraussichtlich auch Einzug erhalten. Dieses breite Spektrum begründet sich vor allem in der Vielfalt der Propaganda, die folgend behandelt wird. "Wir werden von Personen regiert, deren Namen wir noch nie gehört haben. Sie beeinflussen unsere Meinungen, unseren Geschmack, unsere Gedanken." Diese These stammt von Edward Bernays, dem sogenannten Vater der Public Relations. In seinem Buch "Propaganda. Die Kunst der Public Relations" bemüht sich Bernays darzulegen, weshalb es so wichtig ist, die Meinung der Massen zu dirigieren und erklärt außerdem, wie dies möglich ist. Das Werk stammt von 1928, gilt aber noch heute als Pflichtlektüre in der Kommunikationswissenschaft. Es stellt sich dadurch die Frage, inwiefern seine Theorien noch aktuell und anwendbar auf die heutige Gesellschaft sind. Mit der fortschreitenden Digitalisierung des alltäglichen Lebens nimmt auch Propaganda neue (digitale) Räume in Anspruch.


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Product Details
  • ISBN-13: 9783346327048
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 26
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346327043
  • Publisher Date: 10 Dec 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 50 gr


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Inwiefern folgt das Facebook-Targeting den Prinzipien von Edward Bernays' Propaganda-Theorie?
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