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"Interaktivität im Fernsehen": Neue Formen der Fernsehnutzung und Rezipientenbindung by Hepach, Per-Olov

"Interaktivität im Fernsehen": Neue Formen der Fernsehnutzung und Rezipientenbindung

by Per-Olov Hepach
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Book cover type: Paperback
  • ISBN13: 9783838645636
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Publication Date:
  • Pages: 162
  • Original Price: GBP 90.9
  • Language: German
  • Edition: N/A
  • Item Weight: 218 grams
  • BISAC Subject(s): Media Studies

Inhaltsangabe: Einleitung: Das Schlagwort der Interaktivität bestimmt derzeit die Medienlandschaft und scheint die verschiedensten Anwendungsformen zu durchdringen. Die Vorstellung, in bisher dem Nutzer verwehrte mediale Prozesse steuernd und lenkend - eben interaktiv - eingreifen zu können, ist dabei ein faszinierender Gedanke. Zumal dieses Phänomen - interaktiv zu sein - sich auf das Massenmedium Fernsehen ausweiten kann, welches in 98,6 Prozent der deutschen Haushalte steht, können mit der Bedeutung dieses Mediums für die Menschen weiterreichende gesellschaftliche und wirtschaftliche Veränderungen verbunden sein. Im Zuge der digitalen Vernetzung der Gesellschaft - via Internet - wird das in sich schon interaktive Medium „Computer" in Fernsehzusammenhänge integriert, welche zuvor durch eine rein passive, massenmediale Rezeption gekennzeichnet wurden. Zum einen in Form der Homepage. So integrieren gerade in letzter Zeit erfolgreiche Programmformate wie z.B. „Big Brother" oder „Wer wird Millionär ?" über eine Website neuartige interaktive Anwendungen in ihr Medienangebot. Es scheint der Proze einer medialen Konvergenz - damit das Zusammenwachsen von Telekommunikation, Fernseher und PC - weiter voranzuschreiten. Zum anderen liefert das Internet die technischen Voraussetzungen für die Digitalisierung des Mediums „Fernsehen" selbst. Obgleich die Digitalisierung des Fernsehens in dieser Hinsicht weiter voranschreitet - bisher überwiegend durch den Pay-TV Anbieter Kirch mit Premiere World forciert -, ist das bisherige Interesse bei den Rezipienten noch zurückhaltend. Es scheinen dieser Entwicklung demnach noch soziale, technische und wirtschaftliche Barrieren im Wege zu stehen. An dieser Stelle knüpft nun die folgende Analyse an. Es sollen in dieser Hinsicht derzeitige Akzeptanzfelder und Nutzungsweisen der Rezipienten in Bezug auf die Integration interaktiver Anwendungen in die Fernsehnutzung untersucht und daraus resultierend sowohl gesellschaftliche Folgen al

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