Gerhard Schulzes Erlebnismilieus - Eine kritische Analyse von Theorie, Methodik und Anwendung
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Studienarbeit aus dem Jahr 2003 im Fachbereich Medien / Kommunikation - Forschung und Studien, Note: 1,7, Universität Hohenheim (Sozialwissenschaften), Veranstaltung: Seminar: Ausgewählte Themen der Kommunikationswissenschaft - Psychographische Zielgruppenmodelle, Sprache: Deutsch, Abstract: Hungersnot und Existenzangst, wie sie bis Mitte des letzten Jahrhundert auch in Deutschland noch vorkamen, erscheinen uns heute nicht mehr real. Solche Zustände werden allenfalls noch mit weit entfernten Ländern in der "Dritten Welt" verbunden. Auch wenn die Zeiten des deutschen Wirtschaftswunders vorbei sind und die Folgen der deutschen Vereinigung und die allgemeine Wirtschaftslage momentan zu Sparma nahmen in vielen Bereichen zwingen mögen, kann man für Deutschland auch heute noch von einer Wohlstandsgesellschaft, wenn nicht sogar von einer Überflussgesellschaft sprechen. Seit den 60er Jahren war - aufgrund dieser veränderten Lebensverhältnisse - in den Sozialwissenschaften immer häufiger von Begriffen wie "Wertewandel" oder "Individualisierung" zu lesen. Dem Wandel der wirtschaftlichen Verhältnisse folgte laut dieser neuen Erkenntnisse ein Wandel der individuellen Handlungsweisen. Für viele, v.a. jüngere Menschen, ging es nun nicht mehr um blo e Existenzsicherung. Das Wirtschaftswunder und der damit neu gewonnene Wohlstand hatten für eine Verschiebung der Bedürfnisse der jüngeren Generation weg von materialistischen Werten hin zu immaterialistischen Werten wie Gleichberechtigung, Umweltschutz, Völkerverständigung u.ä. geführt. Gleichzeitig bedeutete der Zuwachs an Freizeit, Geld und Bildung für viele auch einen Zuwachs an Wahlmöglichkeiten in Bezug auf ihre Lebensplanung. Der soziale Hintergrund schien immer weniger als Erklärungsvariable für das spätere Leben eines Menschen herhalten zu können. Die noch bis in die 70er Jahre hinein dominierenden Klassen- und Schichttheorien, die "traditionelle" Sozialstrukturanalyse der Soziologie, wurden deshalb zunehmend in Frage gestell
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Rich Dad Poor Dad: What the Rich Teach Their Kids about Money That the Poor and Middle Class Do Not!
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