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Massenmedien, Meinungsklima Und Einstellung by Helmut Scherer

Massenmedien, Meinungsklima Und Einstellung

by Helmut Scherer
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Book cover type: Paperback
  • ISBN13: 9783531121604
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Vs Verlag Fur Sozialwissenschaften
  • Publisher Imprint: Vs Verlag Fur Sozialwissenschaften
  • Publication Date:
  • Pages: 280
  • Original Price: EUR 51.39
  • Language: German
  • Edition: 1990
  • Item Weight: 481 grams
  • BISAC Subject(s): General

Die Frage nach den Wirkungsmöglichkeiten der Massenmedien besitzt von jeher einen gro en Stellenwert in der wissenschaftlichen Auseinandersetzung mit den Mas- ssenkommunikationsmitteln.1 "The entire study of mass communication is based on the premise that there are effects from the 2 media, ( ... )." Nach McQuail gibt es dabei drei Phasen, die sich vor allem darin unterscheiden, in- wieweit die Frage nach der Wirkung der Massenmedien positiv beantwortet wurde. Er spricht von: 3 "Phase i: all powcrful media"; 4 "Phase ii: theory of powerful media put to test"; 5 "Phase iii: powerful media rediscovered" . In der ersten Phase ging man davon aus, da Massenmedien direkt und im Sinne ihrer Inhalte und somit der Kommunikatoren wirken. Man spricht von der "Hypodermic- needle-Theorie"6. Die Massenmedien injizieren ihre Wirkstoffe direkt unter die Haut. 7 Die Vorgänge um das Hörspiel "The War of the Worlds" von Orson Welles, sowie die Erfahrungen mit dem Dritten Reich und anderen diktatorischen Systemen und der scheinbar offensichtlichen Wirkung moderner Formen der Massenkommunikation trugen wesentlich zu dieser Ansicht bei.S Grundlage dieser Auffassungen von Medien- 9 wirkung war ein einfaches Stimulus-Response-Modell.

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