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Weblog-Professionalisierung: Eine sozialsoziologische Betrachtung von Kommerzialisierungsprozessen by Olma, Alexander

Weblog-Professionalisierung: Eine sozialsoziologische Betrachtung von Kommerzialisierungsprozessen

by Alexander Olma
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Book cover type: Paperback
  • ISBN13: 9783638947206
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 126
  • Original Price: USD 63.5
  • Language: German
  • Edition: 3. Auflage
  • Item Weight: 323 grams
  • BISAC Subject(s): Sociology / General

Diplomarbeit aus dem Jahr 2008 im Fachbereich Soziologie - Medien, Kunst, Musik, Note: 1,3, Ludwig-Maximilians-Universität München (Institut für Soziologie), Sprache: Deutsch, Abstract: Die vorliegende Arbeit beschreibt das Phänomen des onlinebasierten Medienformats 'Weblog'. Dabei wird zunächst der Nutzerkreis, die Verbreitung sowie die Konzeption und der Stand der wissenschaftlichen Forschung beschrieben. Anschlie end werden Forschungsfragen hinsichtlich einer Professionalisierung des Medienformats gestellt. Ziel ist die Erweiterung des Konzepts Weblog um die ökonomische Dimension der Werbung. Dazu werden theoretische Bezüge beschrieben, die die Konstruktion einer gesamtgesellschaftlichen Vorstellung der 'Blogosphäre' vorstellen, um diese anschlie end gegen die verschiedenen Formen von Öffentlichkeit abzugrenzen. Es folgen Ansätze aus den Cultural Studies, Habermas' 'idealer Sprechsituation' sowie eine Beschreibung der veränderten digitalen Lebenswelt oder der 'digitalen Bohème'. Es wird gezeigt, dass der empirische Zugang zum Forschungsfeld der Weblogs zukunftsweisendes Potenzial besitzt. Die qualitative Inhaltsanalyse beschreibt in der herangezogenen Fallstudie die Reaktion von Bloggern auf den Start des deutschen Werbevermarkters 'adical'. Es werden vier übergeordnete Motivgruppen herausgearbeitet, in die sich befürwortende, neutrale sowie ablehnende Meinungen eingliedern lassen. Sie erfahren in einer theoriegeleiteten Analyse ihre Ausdifferenzierung. Die Arbeit schlie t mit Anknüpfungspunkten für weitere wissenschaftliche Erhebungen. Inhalt: - Social Software, Stand der Forschung, Forschungsinteresse - Theoretische Bezüge, The Long Tail, Cultural Citizenship, Einfache und Komplexe Weblog-Öffentlichkeiten, Gegenöffentlichkeit, Forschungsleitende Annahmen - Empirie, Untersuchungseinheit, Methodik, Leistungen qualitativer Forschung - Auswertung, signifikante Motive, Theoriegeleitete Analyse - Schlussbetrachtung, Leistung und Ausblick für weitere Forschungsperspe

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