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Zurück ins Zweistromland? - Zur Relevanz des Two-Step-Flow of Communication

Zurück ins Zweistromland? - Zur Relevanz des Two-Step-Flow of Communication

          
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About the Book

Studienarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Methoden und Forschungslogik, Note: 1,0, Friedrich-Schiller-Universität Jena, Sprache: Deutsch, Abstract: Wissenschaftliche Forschung basiert in der Regel auf theoriegeleiteten Prozessen. Vorab wird abgesteckt, was untersucht werden soll, es werden zentrale Begrifflichkeiten definiert und es wird erörtert, welche Methoden zur Untersuchung eingesetzt werden sollen. Doch gelegentlich sind die Forschungsresultate aller Theorie zum Trotz dem Zufall zuzuschreiben. Bedeutende Entdeckungen wie jene der Radioaktivität durch Antoine Henri Becquerel oder des Penizillins durch Sir Alexander Fleming entstanden durch zufällige Umstände. Auch der Erfindung des Post-it-Stickers ging keine Theorie voraus. Ganz ähnlich stellt sich auch die "Entdeckung" des Two-Step-Flow of Communication durch den gebürtigen Österreicher Paul Felix Lazarsfeld, Bernard Berelson und Hazel Gaudet dar. Eine Studie zum Wahlverhalten der Bürger einer Kleinstadt im Mittleren Westen der Vereinigten Staaten legte den Grundstein für eine gänzlich neue Sichtweise auf die Wirkung der Medien. The People's Choice gehört somit zu einer der bekanntesten und einflussreichsten Studien der Medienwirkungsforschung, obwohl die Hypothese des Zweistufenflusses eher als nachträgliche Vermutung denn als Untersuchungsgegenstand bezeichnet werden kann. In Zusammenhang mit der verminderten Medienwirkung wurde das Konzept der Meinungsführerschaft formuliert. Die Unterteilung in Meinungsführer und -folger stellt vor allem für Kommunikatoren eine nicht zu unterschätzende Erkenntnis dar. Die vorliegende Arbeit stellt einige grundlegende Studien zum Two-Step-Flow vor. Nachfolgend werden das Phänomen der Meinungsführerschaft näher beleuchtet und vor allem die Meinungsführer selbst genauer charakterisiert, bevor die Weiterentwicklung beider Konzepte betrachtet wird. Im Anschluss stellt sich die Frage, ob - und wenn ja inwiefern - der Annahme eines zweistufigen Flu


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Product Details
  • ISBN-13: 9783640878611
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 140 mm
  • ISBN-10: 3640878612
  • Publisher Date: 28 Mar 2011
  • Height: 216 mm
  • No of Pages: 28
  • Series Title: German
  • Weight: 45 gr


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