Medienwirkungen: Das Dynamisch-Transaktionale Modell: Theorie Und Empirische Forschung
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Als Klaus Sch�nbach und ich Ende der sechziger, Anfang der siebziger Jahre gemeinsam in Mainz Publizistik studierten, �rgerten wir uns, wie wohl jeder interessierte Student in den Anfangssemestern, nat�rlich auch �ber die erschrek- kende Unzul�nglichkeit fast aller empirischen Studien, die uns nach und nach bekannt wurden. Nicht da wir noch so naiv gewesen w�ren zu glauben, die perfekte Untersuchung m� te mit einem gro en Rundumschlag alle anstehen- den Fragen zu Medienwirkungen ein f�r allemal "objektiv" und damit verbindlich kl�ren. Nein, wenn man dar�ber diskutierte, so wurde die Frage "Na wie wirken sie denn nun definitiv?" allenfalls von einigen wenigen Kommilitonen geisteswis- senschaftlicher F�cher gestellt. Uns �rgerten vielmehr die vielen kleinen metho- dischen Unzul�nglichkeiten und theoretischen Defizite der meisten empirischen Studien: �berall war irgendwo irgendetwas auszusetzen. Das nervt! Zu dieser Zeit studierte an den Universit�ten noch die "wilde" 60er-Generation, bei der es Autorit�ten schwer hatten. Auch wir wollten uns von den gro en Forscherna- men, die �ber den Studien standen, nicht beeindrucken lassen, setzten uns hin und konzipierten so manche Untersuchung mit perfekten Methoden; die Theo- rie wurde, wenn wir schon einmal dabei waren, auch gleich "mit hei er Nadel mitgestrickt". Nat�rlich haben wir fast nichts davon je realisiert, weil wir f�r jede einzelne Untersuchung vermutlich als Million�re h�tten drei Leben besitzen m�ssen und wir so ganz nebenbei auch noch studieren mu ten. Dennoch bin ich fest davon �berzeugt, da durch diese "Gedankenexperimente" im Geiste einer gewissen antiautorit�ren Respektlosigkeit die Grundlage f�r die sp�tere gemein- same Konzeption des dynamisch-transaktionalen Modellsder Medienwirkungen gelegt wurde.
Dr. Werner Früh ist Professor für Kommunikationswissenschaft an der Universität München. Arbeitsgebiete: Medienforschung, Rezeptions- und Verständlichkeitsforschung, Methoden der empirischen Kommunikationsforschung
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