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Konsumentenverhalten und Werbung. Analyse der Medienwirkungsforschung by Cat, Furkan

Konsumentenverhalten und Werbung. Analyse der Medienwirkungsforschung

by Furkan Cat
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Book cover type: Paperback
  • ISBN13: 9783656724827
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 32
  • Original Price: USD 25.5
  • Language: German
  • Edition: N/A
  • Item Weight: 55 grams
  • BISAC Subject(s): Media Studies

Studienarbeit aus dem Jahr 2012 im Fachbereich Medien / Kommunikation - Methoden und Forschungslogik, Duale Hochschule Baden-Württemberg Mannheim, früher: Berufsakademie Mannheim, Sprache: Deutsch, Abstract: Wirkungsforschung als Teilbereich einer sozialwissenschaftlich orientierten Massenkommunikationsforschung hat es sich zur Aufgabe gemacht, die vielschichtigen Aspekte zu untersuchen, die mit der Diffusion der Massenmedien in modernen Gesellschaften verbunden sind. Die Kommunikationsforschung stellt eine sinnvolle und notwendige Aktivität in unserer Gesellschaft dar, da die täglich vermittelten Angebote an Informationen, Reizen und Meinungen von den Massenmedien und auch die enorme Mediennutzung der Bevölkerung immer wieder steigt. Seit dem Beginn der Massenkommunikation ist die intendierende Beeinflussung durch die Mittel von Kommunikation (Rhetorik) und Massenkommunikation (Propaganda) bei verschiedensten gesellschaftlichen Gruppen auf Interesse gesto en. Die modernen Massenmedien können potentiell gro e Publika erreichen und dementsprechend wecken sie in den verschiedenen Bereichen der Gesellschaft Interesse. Für viele Unternehmen sind die Medien vonnöten, da sie als geeignete Werbeträger fungieren und das Konsumentenverhalten enorm beeinflussen können. Die Massenmedien wurden früher und werden noch heute für politische Propaganda verwendet. In den totalitären Staaten dienen Medien als Kontrollfunktion über die Gesellschaft und werden zielgerecht eingesetzt, sodass man dadurch die Gedanken der Gesellschaft oder der einzelnen Rezipienten ohne jegliche Aufwand irritieren bzw. manipulieren kann. Die Wirkungsforschung befasst sich mit der Frage, ob es dem Kommunikator gelingt, den Rezipienten im Sinne seiner Vorstellungen zu beeinflussen. Deshalb werden wir im Folgenden die Stimuli der Medien und ihre Auswirkungen an die Rezipienten untersuchen.

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