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Politische Werbung im Bundestagswahlkampf 2009: Eine Analyse zur Wirkung verschiedener Wahlwerbespots

Politische Werbung im Bundestagswahlkampf 2009: Eine Analyse zur Wirkung verschiedener Wahlwerbespots

          
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About the Book

Studienarbeit aus dem Jahr 2010 im Fachbereich Politik - Politische Theorie und Ideengeschichte, Note: 1,7, Friedrich-Schiller-Universität Jena (Institut für Politikwissenschaft), Veranstaltung: HS Theoretische Propagandaanalyse, Sprache: Deutsch, Abstract: Politische Kampagnen stellen einen zentralen Bestandteil einer jeden Demokratie dar. Über den Einsatz einer Vielzahl von Wahlkampfmitteln und mithilfe verschiedener Medien versuchen sich Parteien oder einzelne Kandidaten im Vorfeld von Wahlen möglichst positiv in der Öffentlichkeit zu positionieren und damit Wählerstimmen zu gewinnen. Um dieses Ziel zu erreichen, müssen bereits bestehende Meinungen und Einstellungen innerhalb der Bevölkerung, die zugunsten der eigenen Positionen ausfallen, kanalisiert und verstärkt werden. Als eines der effektivsten Mittel zum Erreichen dieser Zielsetzungen hat sich seit dem Aufstieg des Fernsehens zum Massenmedium der Einsatz von politischen Wahlwerbespots erwiesen. Mit keinem anderen Medium konnte seither eine derart breite Wählerschaft erreicht und angesprochen werden. Parallel zur Professionalisierung der Wahlkämpfe etablierte sich das Internet in den letzten Jahren zu einem wichtigen Medium der politischen Kommunikation. Nach dem Vorbild US-amerikanischer Kampagnen setzen auch deutsche Parteien vermehrt auf das Web, wenn auch in geringerer Intensität als in den USA. Ob dieses neue Massenmedium die klassischen Kanäle der Wahlkampfkommunikation in absehbarer Zeit an Bedeutung übertreffen wird oder lediglich ergänzend wirken kann ist allerdings äußerst umstritten. Gegenstand der vorliegenden Arbeit ist in diesem Zusammenhang eine vergleichende Wirkungsanalyse zweier verschiedener Wahlkampfspots, die im Bundestagswahlkampf 2009 auf unterschiedlichem Wege verbreitet wurden, je einmal über das Fernsehen und einmal per Internet. Dabei soll die Frage beantwortet werden, inwieweit sich die Wirkung beider Filme auf das Publikum unterscheidet und welche Rolle ferner das jeweilige Ve


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Product Details
  • ISBN-13: 9783640776788
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 364077678X
  • Publisher Date: 16 Dec 2010
  • Height: 210 mm
  • No of Pages: 76
  • Series Title: German
  • Weight: 113 gr


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