"Coca-Cola sucht den Super-Mann": Mediale Castings als Kommunikationsmittel für Unternehmen am Fallbeispiel der "Coke light Mann"-Wahl 2003
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Magisterarbeit aus dem Jahr 2004 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,0, Universität Münster (Philosophische Fakultät), Sprache: Deutsch, Abstract: Ein neues Fernseh-Phänomen wird im Jahr 2003 zum "Format des Jahres" gekürt: mediale Castings. Das Prinzip ist immer ähnlich. Eine gro e Bewerberzahl hofft auf die Entdeckung ihrer Fähigkeiten zum Sänger, Model, Kinderstar, Unterhaltungstalent oder einfach nur zum 'Gut-Aussehen', wobei diese Auswahl öffentlich und medienwirksam als besonderes Event präsentiert wird. Damit nimmt das Medium Fernsehen die aufkommende gesellschaftliche Orientierung an dem 'Erlebniswert' auf. Diese besagt, dass die Zuschauer ihr Leben mittels individueller Erlebnisse und damit hervorgerufener Emotionen bereichern wollen. Dafür fordern sie realitätsangelehnte Fernsehformate. Neben 'Daily-Talkshows' und 'Daily-Soap-Operas' entwickeln sich Formate wie 'Reality-Soaps', 'Doku-Soaps' und 'Reality-Sendungen'. Auch Casting-Shows sind eine der neuesten Formen, die nach diesem Schema funktionieren. Im Jahr 2000 gestartet, kommt es senderübergreifend zu Übernahmen des Formats. Die Zuschauerreaktionen generieren eine regelrechte 'Casting-Welle'. Auch Unternehmen sehen in Zeiten zunehmender Informations- und Unterhaltungsangebote in dem neuen Format Casting eine Chance für eine innovative und interaktive Art der Kommunikation. Denn eindeutig ist, dass sich die Unternehmenskommunikation neuen Herausforderungen stellen muss. Nahezu gleiche Produkte und ein Überangebot an Waren verhindern eine grundlegende Differenzierung über rein funktionale Eigenschaften von Produkten. Somit müssen kommunikativ Faktoren generiert werden, die den Konsumenten emotional erreichen und damit eine Marke von anderen abheben. Zeigen klassische Kommunikationsmittel der Unternehmen Defizite im Bereich des Konsumenteninvolvements, scheinen mediale Castings zu der verlangten emotionalen Kundenbindung zu führen. Der Kons
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