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Kommunikative Strategie und Methodik der Initiative Neue Soziale Marktwirtschaft

Kommunikative Strategie und Methodik der Initiative Neue Soziale Marktwirtschaft

          
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About the Book

Studienarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Medien und Politik, Pol. Kommunikation, Note: 1,0, Hochschule Bremen, Sprache: Deutsch, Abstract: Es ist der Initiative Neue Soziale Marktwirtschaft als Erfolg anzurechnen, dass sie nur wenige namentlich kennen, obwohl fast jeder schon einmal eine ihrer Anzeigen gesehen hat, in denen beispielsweise erläutert wird, warum die Soziale Marktwirtschaft es 'besser macht'. Die Akteure hinter den Thesen in den Schatten treten zu lassen, ist eine der kommunikativen Taktiken der INSM - einer Initiative, die wohl zu den umstrittensten in der deutschen Interessenvertretungslandschaft zählt. Um ihre Organisation, ihre kommunikativen Strategien und deren Umsetzung soll es in der vorliegenden Arbeit gehen. Im folgenden Kapitel soll die Organisationsstruktur der Initiative entwirrt werden. Sie setzt sich aus zahlreichen Elementen zusammen, die unterschiedlichen Zwecken dienen und mal stärker, mal schwächer mit dem 'Kern' der INSM verbunden sind. Anschließend werde ich darlegen, wie aus dem vielstimmigen Chor aller INSM-Suborganisationen eine konsistente kommunikative Botschaft geformt werden kann - über die Strategie der integrierten Kommunikation. Dabei soll des Weiteren deutlich werden, dass nicht nur verschiedenste Akteure integriert werden müssen, sondern auch eine enorme Reihe klassischer bis modernster Kommunikationskanäle. Danach werde ich drei essenzielle Methoden der Umsetzung näher beleuchten: die Fundierung der kommunizierten Thesen durch wissenschaftliche Expertise, die Verbreitung dieser Thesen durch Medienarbeit und die persönliche Aktivierung über zielgruppenspezifische Ansprache. Im Fazit soll eine Einordnung und Bewertung der gewonnenen Erkenntnisse über die kommunikative Strategie und Methodik der INSM versucht werden. Worum es in dieser Untersuchung explizit nicht gehen soll, sind die Position und die Inhalte der INSM. Diesbezüglich soll Neutralität gewahrt werden; es geht um das 'Wie', nicht


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Product Details
  • ISBN-13: 9783640863532
  • Publisher: Grin Publishing
  • Publisher Imprint: Grin Publishing
  • Height: 216 mm
  • No of Pages: 32
  • Series Title: German
  • Weight: 50 gr
  • ISBN-10: 3640863534
  • Publisher Date: 11 Mar 2011
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 140 mm


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