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Politische Meinungsführer im 21. Jahrhundert und deren praktischer Einsatz in Wahlkampagnen

Politische Meinungsführer im 21. Jahrhundert und deren praktischer Einsatz in Wahlkampagnen

          
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About the Book

Studienarbeit aus dem Jahr 2014 im Fachbereich Medien / Kommunikation - Medien und Politik, Pol. Kommunikation, Note: 1,7, Freie Universität Berlin (Publizistik- und Kommunikationswissenschaft), Sprache: Deutsch, Abstract: Der österreichisch-amerikanische Soziologe Paul Felix Lazarsfeld entdeckte bereits 1940, dass "Meinungsführer" mittels Interpersonaler Kommunikation politische Wahlentscheidungen beeinflussen können. Diese Erkenntnis gewann er durch Forschungsarbeiten für seine empirische Studie "The People's Choice" "über politisches Verhalten in den Vereinigten Staaten - insbesondere über die Bildung von Meinungen während der Präsidentschaftswahl", die bis heute hohe Anerkennung genießt und aufgrund derer mehrere Medienwirkungsmodelle entstanden sind. Inwieweit aber das in den Modellen dargestellte Wissen über den Einfluss von Meinungsführern auf Wähler aktiv von Wahlkampfstrategen für Kampagnen genutzt werden kann, soll in dieser Arbeit beleuchtet werden. Gerade in Anbetracht der Europawahl mit traditionell niedriger Wahlbeteiligung ergibt sich für Wahlkampfstrategen der jeweiligen Parteien folgende Herausforderung: Wie können möglichst viele Wahlberechtigte davon überzeugt werden, die jeweiligen Parteien zu wählen? Um sich dieser Herausforderung erfolgreich zu stellen, könnten theoretisch gezielte "Engagements" von Meinungsführern helfen. Genau aus diesem Grund soll in dieser Arbeit herausgefunden werden, welche erfolgversprechenden Einsatzmöglichkeiten bei Wahlkampagnen des 21. Jahrhunderts für Politische Meinungsführer bestehen. Um diese Frage zu beantworten, werden im ersten Teil dieser Arbeit theoretische Grundlagen präsentiert. Im Wesentlichen handelt es sich dabei um Medienwirkungsmodelle vom "Zwei-Stufen-Fluss" über den "Mehr-Stufen-Fluss" bis hin zum "Informationsfluss in sozialen Netzwerken". Im zweiten Teil dieser Hausarbeit geht es anhand von zwei konkreten Fallbeispielen um den praktischen Nutzen der vorgestellten Erkenntnisse.


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Product Details
  • ISBN-13: 9783668878464
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 32
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668878463
  • Publisher Date: 11 Feb 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 54 gr


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