Die Mood-Management-Theorie von Dolf Zillmann. Der Rezipient als ein hedonistisches Wesen?
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Studienarbeit aus dem Jahr 2013 im Fachbereich Medien / Kommunikation - Sonstiges, Note: 1,3, Friedrich-Schiller-Universität Jena (Institut für Kommunikationswissenschaft), Veranstaltung: Seminar: Medienwirkung, Sprache: Deutsch, Abstract: Eine lustige Komödie, ein spannendes Drama oder ein ergreifender Liebesfilm - Medien haben einen gro en Einfluss auf unseren emotionalen Zustand und un-sere Stimmung. Doch auch umgekehrt nimmt unsere aktuelle Stimmung Einfluss darauf, welchen Filmen, Sendungen oder Musik wir uns gerade zuwenden wollen und welche Medienangebote wir eher vermeiden möchten. So wählen wir häufig passende Medieninhalte aus, mit denen wir unsere Stimmungen regulieren kön-nen. Es ist nicht überraschend, dass wir einen Gro teil unserer Freizeit mit Un-terhaltungsangeboten wie Comedy-Sendungen oder Quizshows verbringen (vgl. Knobloch 2003, S. 233). Der amerikanische Kommunikationswissenschaftler Dolf Zillmann stellte 1988 dazu aufgrund von Erkenntnissen aus zahlreichen empirischen Experimenten seine prominente Mood-Management-Theorie auf. Sie hat einen zentralen Stellenwert in der Kommunikationswissenschaft. (vgl. Wirth und Schramm 2006, S. 59) Die Theorie versucht zu erklären, wie Menschen ihre Stimmungen durch Zuwendung zu passenden Medienangeboten regulieren (vgl. Schweiger 2007, S. 114). Zentral hierbei ist Zillmanns hedonistisches Weltbild, nach dem Menschen immer nach angenehmen Gemütslagen streben und gleichzeitig negative Stimmungen vermeiden möchten. Die Theorie begründet im Kern die Auswahl von unterhaltenden Medienangeboten (vgl. Wirth und Schramm 2006, S. 59). Da Zillmanns Mood-Management-Theorie als eine Stimmungsregulationstheorie betrachtet werden kann, soll zunächst erläutert werden, was unter Stimmungen zu verstehen ist (vgl. Schramm 2005, S. 19). Es wird anschlie end ein kurzer Abriss über Stimmungsregulation im Allgemeinen gegeben, bevor die Theorie dann in ihren Grundzügen vorgestellt wird. Vor allem Zillmanns hedonistisches Menschenb
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