Mere-Exposure-Effekt: Eine Analyse relevanter Erklärungsmodelle
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Studienarbeit aus dem Jahr 2012 im Fachbereich Medien / Kommunikation - Theorien, Modelle, Begriffe, Note: 1,0, Ludwig-Maximilians-Universit t M nchen (Institut f r Kommunikationswissenschaft und Medienforschung), Veranstaltung: Hauptseminar: Persuasion in der politischen Kommunikation, Sprache: Deutsch, Abstract: In diesem Aufsatz soll es vornehmlich um die dem Mere-Exposure-Effekt zugrunde liegenden Wirkungsmodelle gehen. Viele Studien belegen ein stabiles Auftreten des Effekts; ein klares Einverst ndnis ber die Funktionsweise gibt es jedoch nicht, was diesen Aspekt zu einem spannenden Thema macht. Ziel dieser Arbeit ist es bisherige Erkl rungsans tze f r den Mere-Exposure-Effekt aufzuzeigen um schlussendlich eine Aussage ber den Stand der Ursachenforschung machen zu k nnen. Kapitel 2 schafft die Grundlage f r die weitere Diskussion: der Mere-Exposure-Effekt wird definiert und die Anf nge der Forschung werden aufgezeigt. Durch die Beschreibung einer Meta-Analyse wird der heutige Stand der Forschung aufsummiert um f r die Argumentation mit dem Leser auf dem selben Stand zu sein. Kapitel 3 stellt den zentralen Teil dieser Arbeit dar: Die Ursachenforschung wird diskutiert. Die Frage nach dem relevantesten Erkl rungsansatz wird aufgel st und im Fazit abgerundet. Der Mere-Exposure-Effekt bietet Wirtschaft und Politik M glichkeiten zur gezielteren Beeinflussung von Rezipienten - eine M glichkeit die nur genutzt werden kann, wenn die dahinter liegenden Prozesse verstanden werden.
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