Pentagon und Hollywood - Militärisches Product-Placement zwischen PR und Propaganda
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Magisterarbeit aus dem Jahr 2003 im Fachbereich Medien / Kommunikation - Medien und Politik, Pol. Kommunikation, Note: 1,7, Ludwig-Maximilians-Universität München (IFKW), Sprache: Deutsch, Abstract: Auf den Leinwänden der Kinos und den Bildschirmen der Fernseher halten die Filmproduzenten die Zuschauer mit atemberaubenden Bildern der neuesten Militärtechnologie in Spannung. Möglich werden solche Darstellungen durch die Zusammenarbeit von Pentagon und Hollywood. Das Pentagon unterhält eigene Abteilungen für die Kooperation mit Hollywood. Die Ziele des Pentagon sind Imagesteigerung und Rekrutierung. Der Einfluss des Pentagon auf die Drehbücher ist gro , da eine Unterstützung die Filme oft erst möglich werden lässt. So sind Produzenten oft bereit Drehbuchänderungen aus wirtschaftlichen Gründen zu akzeptieren. In der Presse taucht bei Artikeln über das Thema oft der Begriff Propaganda auf. Ziel des Buches ist eine wissenschaftliche Aufarbeitung und Klassifizierung der Zusammenarbeit mit folgenden Fragestellungen * Welche Qualität und Intensität hat die Zusammenarbeit von Pentagon und Hollywood? * Welche Wirkungen verspricht sich das Pentagon bei der Unterstützung der Filme? * Ist der unterhaltende Spielfilm als Träger dieser Zielvorstellungen geeignet? * Handelt es sich bei den vom Pentagon unterstützten Filmen um Propaganda? Um diese und weitere Fragen zu beantworten werden zunächst grundlegende Theorien und Konzepte der persuasiven Kommunikation erläutert. Nach den theoretischen Grundlagen über die Wirkungsweisen werden die Formen der Konsumentenbeeinflussung in der Praxis analysiert. Besonders die Bereiche Public Relations, Product Placement und Propaganda werden klar differenziert. Im Anschluss wird die Zusammenarbeit von Pentagon und Hollywood mit vielen Beispielen aus der Filmgeschichte im Detail durchleuchtet. Motive der beiden Kooperationspartner werden herausgearbeitet und eine mögliche Klassifizierung der Zusammenarbeit wird vorgenommen. Das
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