Mörderische Marktspiele. Musik-TV vs. Radio: Wer tötet wen?
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Studienarbeit aus dem Jahr 2013 im Fachbereich Medien / Kommunikation - Rundfunk und Unterhaltung, Note: 1,0, Universität Wien, Sprache: Deutsch, Abstract: 1969 startet Appollo 11. Der erste Mensch betritt den Mond und setzt ein prägnantes Zeichen: eine Flagge mit dem MTV-Logo. Dies waren die ersten Bilder, welche die Zuschauer von dem "neuen" Medium Music Television, kurz MTV erhielten. Dieser Kurzfilm stand symbolisch für eine neue Ära, ein neues Gebiet in der Medienlandschaft. Die Assoziation zu Armstrongs Aussage: "That's one small step for (a) man, one giant leap for mankind!" wird sofort geboten. Kurz darauf wurde der erste Videoclip ausgestrahlt. Mit dem Song der britischen Band The Buggles "Video killed the radiostar" ging MTV im Jahr 1981 zum ersten Mal auf Sendung. Dies war eine Anspielung auf die Ablösung des Radios durch das Musikfernsehen. Seit 2011 ist der Musiksender nur noch verschlüsselt zu empfangen und das Radio ist immer noch eines der wichtigsten Massenmedien. Kann das Gesetz der Komplementarität in Bezug auf das Radio und MTV bestätigt werden? Hatte das Musikfernsehen Einfluss auf die Hördauer des Radios in Deutschland? Oder gab es inhaltliche Veränderungen in den Programmen? Im ersten Teil wird auf das Gesetz der Komplementarität sowie auf das Fernseh‐ und Radiodispositiv näher eingegangen. Darauf folgend werden Statistiken über den Konsum des Radios analysiert. Des Weiteren werden Veränderungen in Hinblick auf den Inhalt der beiden Medien und auf die Rezeption untersucht. Anschlie end wird der gegenwärtige Stand von Musikfernsehen, Radio und der YouTube Kultur erläutert und der Frage nachgegangen "Has anyone killed the radiostar?".
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