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Mediennutzung by Schweizer, Joerg E.

Mediennutzung

by Joerg E. Schweizer
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₹2,141.00
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Book cover type: Paperback
  • ISBN13: 9783640633821
  • 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

Wissenschaftlicher Aufsatz aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Massenmedien allgemein, Sprache: Deutsch, Abstract: Der Aufsatz beschränkt sich auf wichtige Fragestellungen und Erläuterungen der Mediennutzung und Medienforschung. Die Arbeit gibt einen Überblick über die Forschungsstudien, bietet eine Einordnung und legt die Entwicklung der Mediennutzung (TV, Hörfunk, Tageszeitung, Kino und Online) dar. Die Zielgruppe der Arbeit sind Studenten der Fachrichtung Medien und Kommunikationswissenschaften, die einen Bachelor-/Master Abschlu anstreben. Die Forschung bedarf immer der Datenerhebung, was einen enormen finanziellen Aufwand bedeutet. Die Forschung kann durch neue Entwicklungen sehr schnell überholt sein, gleichzeitig erfüllt sie vielfältige Interessen. Verleger, Medien- und Technologiekonzerne, Produzenten, Sender, Media Planer, Agenturen, Werbewirtschaft und Politik sind Trends und Innovationen in einem sehr dynamischen Markt ausgesetzt. Eine hohe Volatilität des Geldstromes entscheidet über Erfolg oder Misserfolg. Auf der einen Seite wird individuell geforscht, auf der anderen Seite buhlen Mediengestalter und Programmmacher um das knappe Gut Aufmerksamkeit von Zielgruppen. In einer schnellen Medienwelt müssen sich die Programmmacher ständig mit der Fragestellung auseinandersetzen: Wo sind die Kunden von morgen und wie werde ich diese Kunden mit meinen Medieninhalten zu mir führen? Bei den Studien und deren Auftraggeber unterscheiden sich Deutschland und USA sehr stark. Dies liegt zum einen darin, dass in den USA der grö te Anteil der Medieninhalte von privaten Firmen erbracht wird. In Deutschland verfügt der öffentlich-rechtliche Rundfunk über 7,2 Mrd E (2006/2009 ca. 8 Mrd. Euro nach Gebührenerhöhung) gesetzlich geregelte Gebühreneinnahmen. In den USA müssen die Produzenten von Medieninhalten wissen wie und wo sie Werbung machen, weil sie selbst viel Geld in Werbung investieren (im Jahr 2005 über 2,2 Mrd. US$ zur Promotion ihre

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