Macht Der Gewohnheit?: Der Einfluss Der Habitualisierung Auf Die Fernsehnutzung
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"Die Tagesschau ist keine Sendung, sondern pure Gewohnheit. Die kann man auch in Latein verlesen" (Ex-RTL-Chef Helmut Thoma, zitiert nach Schleider, 2007, S. 38). Die skurrile Vorstellung einer in Latein verlesenen Tagesschau meint Helmut Thoma wohl nicht ganz ernst, doch birgt seine �u erung eine interessante - nahme: Der Zuschauer sieht die Sendung nicht wegen seines Informations- oder Unterhaltungsbed�rfnisses, sondern weil er es gewohnt ist, um 20:00 Uhr "Das Erste Deutsche Fernsehen" einzuschalten. Die Vermutung, dass Rezipienten das 1 Fernsehen oder bestimmte Inhalte habituell nutzen, klingt zun�chst wenig �b- raschend, weil wir die meisten Handlungen des t�glichen Lebens gewohnhei- m� ig durchf�hren (vgl. z. B. Aarts & Dijksterhuis, 2000; Ouellette & Wood, 1998; Verplanken, 2005; Verplanken, 2006). Das Z�hneputzen am Morgen, das Bereiten des Fr�hst�cks, das Binden der Schuhe oder die Fahrt zur Arbeit: - wohnheiten bestimmen unseren Alltag. Weshalb sollten nicht auch der Griff zur Fernbedienung, das Sehen der Nachrichten oder bestimmter Serien, wie �b- haupt die gesamte Programmauswahl habitualisiert sein? Der Gedanke ist keineswegs neu. Einige Forscher erkannten schon vor Jahrzehnten, dass Gewohnheiten einen erheblichen Einfluss auf die Medien- und speziell auf die Fernsehnutzung haben (vgl. z. B. Berelson, 1949; Greenberg, 1974; Herzog, 1944; Donohew, Nair, & Finn, 1984; Nordenstreng, 1969). D- noch gibt es kaum Studien, die explizit den Einfluss der Habitualisierung auf die Fernsehnutzung betrachten. Dies kritisieren Stone und Stone (1990, S. 25) schon vor 20 Jahren und vergleichen die Mediennutzungsforschung mit einem unvo- endeten Puzzle, von dem man bislang nur die R�nder zusammengesetzt hat.
Dr. Thomas Koch ist wissenschaftlicher Mitarbeiter am Institut für Kommunikationswissenschaft und Medienforschung der Ludwig-Maximilians-Universität München.
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