Die Kommunikationsbedürfnisse berufstätiger Mediennutzer: Eine Studie zur Übertragbarkeit des Uses-and-Gratifications Approach auf die webbasierte Ind
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Bachelorarbeit aus dem Jahr 2013 im Fachbereich Medien / Kommunikation - Theorien, Modelle, Begriffe, Note: 1,0, Universität Passau, Sprache: Deutsch, Abstract: In unserem heutigen Alltag begleiten uns verschiedenste Medien in nahezu allen Lebensbereichen. Die miteinander Hand in Hand gehende Verbreitung des Internets und die Digitalisierung haben das Aufbrechen des Kommunikationsmonopols verursacht. Die technische Entwicklung hob den Rezipient auf Augenhöhe zu dem Kommunikator. Diese Aussage ist in der zu Anfang geäu erten Euphorie heute nicht unbedingt in ihrem ganzen Ausma gültig. Der Mediennutzer nimmt dennoch eine neue und weitaus einflussreichere Position ein. In dieser ist er nicht nur selbst dazu befähigt als Kommunikator aufzutreten, seine Ansichten und Anforderungen haben nun eine neue Bedeutung für den Kommunikationsverlauf. Die einzelnen Möglichkeiten der Kommunikation entwickeln sich ständig weiter, um zu einem möglichst hohen Grad dieser Anforderungen genüge zu tun. Dieses immer breiter und ausdifferenzierter werdende Medienangebot verändert auch das Mediennutzungsverhalten in verschiedenen Hinsichten. Es lässt die Kommunikationsansprüche wachsen. Für die Unterhaltung, Information und Bildung, sowie die Kommunikation mit dem sozialen Umfeld entwickeln sich stetig neue Nutzungsmuster. Hierfür bietet das Internet als Mediennetz verschiedenste Dienste, welche den individuellen Anforderungen zu einem immer höheren Ma e entsprechen. Der Mediennutzer kann aus diesem breiten Angebot genau die Kommunikationsmodi wählen, von welchen er sich den höchsten Nutzern verspricht.
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