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Meinungsführerschaft und Meinungsbildung. Wer sind die Meinungsführer und was zeichnet sie aus?

Meinungsführerschaft und Meinungsbildung. Wer sind die Meinungsführer und was zeichnet sie aus?

          
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About the Book

Studienarbeit aus dem Jahr 2014 im Fachbereich Medien / Kommunikation - Theorien, Modelle, Begriffe, Note: 2,0, Sprache: Deutsch, Abstract: Seit Paul Felix Lazarsfeld, Bernard Berelson und Hazel Gaudet ihre Studie "The People's Choice" zur Erforschung des Wahlverhaltens der Einwohner von Erie County während der Präsidentschaftswahl im Jahr 1940 in den USA veröffentlichten, ist die dort erstmals aufgestellte Theorie des "Two Step Flows" ein kontrovers diskutiertes Thema innerhalb der Kommunikationswissenschaften. In diesem Werk postulieren die drei Wissenschaftler einen Informationsfluss ausgehend von den besser informierten "Opinion Leadern" (den Meinungsführern) hin zu den "Followern" (Rezipienten) und zeigen mittels einer empirischen Studie, dass zum Beispiel Meinungen der Meinungsführer von den Rezipienten übernommen werden. Auch wenn die Theorie der Meinungsführerschaft viel kritisiert, modifiziert und weiterentwickelt wurde, nimmt sie doch bis heute einen wichtigen Bestandteil in verschiedenen Marketing- und Wirtschaftskonzepten ein. Der grundlegende Gedanke ist einfach: Erreicht man durch Werbung die Meinungsführer einer bestimmten sozialen Gruppe, dann verbreiten diese ihre neu gewonnenen Informationen sowie die daraus abgeleiteten Meinungen selbstständig und ohne ein weiteres Einwirken zum Beispiel des Unternehmens oder der Politik an ihre jeweiligen Rezipienten. Die Rezipienten nutzen die Medien mit einer anderen und geringeren Intensität als die Meinungsführer und beschäftigen sich grundsätzlich nicht so ausführlich mit den bestimmten Themenbereichen wie diese. Deshalb kann der Meinungsführer Informationen gebündelt und bereits mit eigener Meinung aufgeladen an den Rezipienten weiterleiten, der diese dann übernimmt. Je besser die Medien oder Unternehmen die Informationen aufbereiten und zur Verfügung stellen, desto besser kann bei dem Meinungsführer der gewünschte Effekt hervorgerufen oder die gewünschte Meinung induziert werden. Es ist also für das
About the Author: Jannik Nitz: BA in Kommunikationswissenschaften und Geschichte & BA in Sonderpädagogik (Deutsch, Sachunterricht) mit den Schwerpunkten emotionale Entwicklung und Lernen


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Product Details
  • ISBN-13: 9783668184930
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668184933
  • Publisher Date: 04 Apr 2016
  • Height: 210 mm
  • No of Pages: 26
  • Series Title: German
  • Weight: 50 gr


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