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Künstler als Marke für Medienunternehmen

Künstler als Marke für Medienunternehmen

          
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About the Book

Studienarbeit aus dem Jahr 2007 im Fachbereich Führung und Personal - Sonstiges, Note: 1,0, Katholische Universität Eichstätt-Ingolstadt, Sprache: Deutsch, Abstract: Einhergehend mit einem ständig wachsenden medialen Angebot ist auch die Zahl von Künstlern stark angestiegen. Sie dienen dem Rezipienten als Projektionsfläche für Träume und Emotionen, als Vorbild sowie als Beziehungsersatz. Darüber hinaus fungieren sie auf Grund ihrer Beliebtheit und Bekanntheit für ihre Auftraggeber als Imageträger oder Anziehungspunkt neuer Investoren. Ihre Allgegenwärtigkeit garantiert, dass sie nicht übersehen werden. Künstler sind aus der heutigen Gesellschaft kaum noch wegzudenken und vor allem im Bereich der Medien, eine der wichtigsten gesellschaftlichen Institutionen, nehmen sie eine bedeutende Stellung ein und sind in Zeitschriften, Zeitungen, Fernsehen und Rundfunk weit verbreitet. [...] 2) METHODIK UND GANG DER ARBEIT Um ihre Zielsetzung zu erreichen, stützt sich die Arbeit auf eine reine Literaturanalyse und beinhaltet keine empirischen Untersuchungen. In Kapitel I wird zunächst der begriffliche Bezugsrahmen der Arbeit kurz abgegrenzt. Angefangen vom Künstlerbegriff über Medienunternehmen (I.1), bis hin zum Markenbegriff und der allgemeinen Führung von Marken (I.2), dient dieses Kapitel als Bezugsrahmen für die darauf folgenden Ausführungen. Damit Medienunternehmen Künstler als Marke einsetzen können, müssen die spezifischen Rahmenbedingungen eines Managements von Medienmarken berücksichtigt werden. Diese werden in Kapitel II erläutert, indem zunächst allgemein das Phänomen der Medienmarken (II.1) beschrieben wird. Ausgehend davon werden Besonderheiten der Medienmarken sowie die wesentlichen Implikationen für deren Management hergeleitet. Darauf aufbauend wird in II.2 der Ansatz eines Medienmarkenführungsprozesses beschrieben, wie er in Medienunternehmen genutzt wird. Anschließend wird in Kapitel III die Verbindung zwischen Medienunternehmen und Künstlern hergestellt


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Product Details
  • ISBN-13: 9783638951067
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 60
  • Series Title: German
  • Weight: 91 gr
  • ISBN-10: 3638951065
  • Publisher Date: 19 Jun 2008
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm


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