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Multimodale Diskursanalyse. Analyse von Werbeplakaten der Bundeswehr

Multimodale Diskursanalyse. Analyse von Werbeplakaten der Bundeswehr

          
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About the Book

Studienarbeit aus dem Jahr 2016 im Fachbereich Soziologie - Methodologie und Methoden, Note: 1,0, Universität Bremen, Sprache: Deutsch, Abstract: In dieser Arbeit wird die Durchführung einer Diskursanalyse beschrieben. Als Material dienen dabei zehn Plakate, die die Bundeswehr im Rahmen einer größeren Kampagne seit November 2015 an öffentlichen Orten aushängt, um neue Mitarbeiter_innen zu gewinnen. Die Forschungsfragen der Analyse lauteten: Welche Strategie verfolgt die Bundeswehr bei der Anwerbung von Mitarbeiter_innen? Welcher (visueller und sprachlicher) Mittel bedient sie sich dabei? Welche Vorzüge, die potentielle Bewerber_innen überzeugen sollen, hebt sie hervor und welche Aspekte verschweigt sie? Weil es sich bei Plakatwerbung um reflexiv überhöhte Daten handelt, wurden die Forschungsfragen dementsprechend angepasst. Es war wichtig, darauf zu achten, welchen Zweck die Kampagne verfolgt. Es ist der Zweck der Anwerbung neuer Mitglieder für die Bundeswehr. Deswegen ist davon auszugehen, dass die Plakate das Ergebnis strategischen Handelns sind und ein bestimmtes, vorher definiertes Ziel erreichen möchten. Bevor die Forschungsfragen beantwortet werden, werde ich jedoch zuerst die Methodik der Diskursanalyse(n) vorstellen. Um die Zielsetzung zu verstehen, ist es anfangs notwendig, kurz auf die Theorien von Michel Foucault eingehen, die zur Entwicklung des Forschungsfeldes der Diskursanalyse(n) geführt haben. Anschließend werden allgemeine Informationen über die praktische Arbeitsweise bei Diskursanalysen gegeben und auf die Besonderheiten von visuellen Diskursanalysen hingewiesen. Es folgt der Praxisteil, der neben der Analyse selbst, auch eine Zusammenfassung der Ergebnisse enthält. Außerdem wird im Praxisteil darauf eingegangen, wie die Vorgehensweise entwickelt wurde.
About the Author: Sabrina Pohlmann hat ihren Bachelor in Soziologie und Germanistik an der Universität Hamburg abgeschlossen und studiert derzeit auf Master Soziologie und Sozialforschung an der Universität Bremen.


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Product Details
  • ISBN-13: 9783668313200
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 36
  • Series Title: German
  • Weight: 59 gr
  • ISBN-10: 3668313202
  • Publisher Date: 14 Oct 2016
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm


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