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Social Media Weller, Katrin; Meckel, Martin Sebastian; Stahl, Matthias www.ssoar.info Social Media Weller, Katrin; Meckel, Martin Sebastian; Stahl, Matthias Veröffentlichungsversion / Published Version Bibliographie / bibliography Zur Verfügung gestellt in Kooperation mit / provided in cooperation with: GESIS - Leibniz-Institut für Sozialwissenschaften Empfohlene Zitierung / Suggested Citation: Weller, K., Meckel, M. S., & Stahl, M. (2013). Social Media. (Recherche Spezial, 1/2013). Köln: GESIS - Leibniz-Institut für Sozialwissenschaften. https://nbn-resolving.org/urn:nbn:de:0168-ssoar-371652 Nutzungsbedingungen: Terms of use: Dieser Text wird unter einer Deposit-Lizenz (Keine This document is made available under Deposit Licence (No Weiterverbreitung - keine Bearbeitung) zur Verfügung gestellt. Redistribution - no modifications). We grant a non-exclusive, non- Gewährt wird ein nicht exklusives, nicht übertragbares, transferable, individual and limited right to using this document. persönliches und beschränktes Recht auf Nutzung dieses This document is solely intended for your personal, non- Dokuments. Dieses Dokument ist ausschließlich für commercial use. All of the copies of this documents must retain den persönlichen, nicht-kommerziellen Gebrauch bestimmt. all copyright information and other information regarding legal Auf sämtlichen Kopien dieses Dokuments müssen alle protection. You are not allowed to alter this document in any Urheberrechtshinweise und sonstigen Hinweise auf gesetzlichen way, to copy it for public or commercial purposes, to exhibit the Schutz beibehalten werden. Sie dürfen dieses Dokument document in public, to perform, distribute or otherwise use the nicht in irgendeiner Weise abändern, noch dürfen Sie document in public. dieses Dokument für öffentliche oder kommerzielle Zwecke By using this particular document, you accept the above-stated vervielfältigen, öffentlich ausstellen, aufführen, vertreiben oder conditions of use. anderweitig nutzen. Mit der Verwendung dieses Dokuments erkennen Sie die Nutzungsbedingungen an. RECHERCHEspezial 2013|01 Social Media Katrin Weller, Martin Sebastian Meckel und Matthias Stahl SOCIAL MEDIA Katrin Weller, Martin Sebastian Meckel und Matthias Stahl GESIS - Leibniz-Institut für Sozialwissenschaften 2013 ISSN: 1866-5810 (Print) 1866-5829 (Online) Herausgeber: GESIS - Leibniz-Institut für Sozialwissenschaften Abteilung Fachinformation für Sozialwissenschaften (FIS) bearbeitet von: Katrin Weller, Martin Sebastian Meckel und Matthias Stahl Programmierung: Siegfried Schomisch Druck u. Vertrieb: GESIS - Leibniz-Institut für Sozialwissenschaften Unter Sachsenhausen 6-8, 50667 Köln, Tel.: +49 (0)221 / 476 94 -0 Printed in Germany Die Mittel für diese Veröffentlichung wurden im Rahmen der institutionellen Förderung von GESIS durch den Bund und die Länder gemeinsam bereitgestellt. © 2013 GESIS. Alle Rechte vorbehalten. Insbesondere ist die Überführung in maschinenlesbare Form so- wie das Speichern in Informationssystemen, auch auszugsweise, nur mit schriftlicher Einwilligung des Herausgebers gestattet. Inhalt Vorwort .........................................................................................................................................................7 Sachgebiete 1 Nutzerstudien...................................................................................................................................11 2 Social Media - Nachrichten und Journalismus................................................................................41 3 Politische Kommunikation, politische Partizipation und Wahlen...................................................64 4 Krisenkommunikation mit Social Media.......................................................................................103 5 Marketing/Werbung.......................................................................................................................111 6 Datenschutz - Privatsphäre............................................................................................................122 Register Personenregister.........................................................................................................................................139 Sachregister................................................................................................................................................145 Anhang Hinweise zur Originalbeschaffung von Literatur......................................................................................159 Zur Benutzung der Forschungsnachweise.................................................................................................159 Dienstleistungsangebot der GESIS-Abteilung „Fachinformation für Sozialwissenschaften“...................161 Vorwort 7 Vorwort Anlässlich der 10. Wissenschaftlichen Tagung „Soziale Medien“ am 27. und 28. Juni 2013 im Statisti- schem Bundesamt in Wiesbaden und in Fortsetzung des 2010 erschienenen Recherche Spezial Web 2.0 – Alle machen mit! werden in dieser Ausgabe in sechs Kapiteln Nachweise zu Veröffentlichungen und For- schungsrojekte der letzten drei Jahre zusammengestellt, die sich mit der Rolle von Social Media in ver- schiedenen Nutzungskontexten befassen. Social-Media-Dienste sind mittlerweile fester Bestandteil der Online-Welt. Das Prinzip des Austauschs von nutzergenerierten Inhalten, das Mitte der 2000er Jahre unter dem Namen Web 2.0 als neue Errungen- schaft gefeiert wurde, hat sich längst im Alltag etabliert: Nutzer kommunizieren über Soziale Netzwerke mit Freunden oder Geschäftspartnern, veröffentlichen ihre Fotos und Videos, teilen Links zu interessan- ten Neuigkeiten oder berichten gar selbst live von aktuellen Ereignissen, schreiben Berichte in eigenen Blogs oder spezialisierte Lexikonartikel bei Wikipedia. Hinzu kommt die passive Nutzung: denn auch für dieJenigen, die selbst wenig oder keine eigenen Inhalte veröffentlichen, dienen Social Media mitunter als Ersatz für Fernsehen, Nachrichten oder Lexikon. Unter dem Sammelbegriff Social Media werden eine Vielzahl ganz unterschiedlicher Web-Angebote ver- standen, zu denen vor allem Soziale Netzwerke gehören, aber auch andere Community-Portale, die von den Beiträgen ihrer Nutzer leben. So zählen zu Social Media auch einige Dienste, die weniger bekannt sind (etwa Pinterest, OpenStreetMap, Foursquare oder Academia.edu). Öffentlich wahrgenommen wer- den Jedoch vor allem die Social-Media-Giganten wie Facebook, YouTube, Wikepedia, Twitter und Lin- kedIn. Sie alle finden sich in den Alexa-Ranglisten1 unter den Top 15 der weltweit meistbesuchten Web- seiten. Facebook liegt in diesem Ranking zurzeit auf Platz 1, vor der Suchmaschine Google und YouTu- be. Der wachsende Erfolg dieser Angebote ist auch mit der zunehmenden Verbreitung von Smartphones verknüpft, mit denen Nutzer (über Apps) mobil auf die Angebote zugreifen können. In Deutschland gab es im Dezember 2012 rund 30 Millionen Smartphone-Nutzer, das sind etwa die Hälfte aller Mobiltelefon- nutzer.2 Nicht ganz die Hälfte aller Zugriffe auf Facebook und Twitter erfolgt aktuell über eine mobile App.3 Und bei den am meisten genutzten Apps liegt Facebook in Deutschland derzeit auf Platz 2.4 Das bedeutet Jedoch nicht, dass die ganze Welt bei Facebook aktiv ist. In bestimmten Ländern und Regio- nen dominieren andere Soziale Networke, etwa VK (ursprünglich VKontakte) in Russland oder QZone in China. Nach wie vor befindet sich die Social-Media-Landschaft in einer stetigen Weiterentwicklung. Neue Dienste kommen auf den Markt (prominent vor allem Google+ im Juni 2011), andere werden auf- gekauft (wie Jüngst Tumblr, das für 1,1 Milliarde Dollar an Yahoo ging) und wieder andere verlieren schlicht an Bedeutung. Die Netzwerke der VZ Gruppe lagen bei der Verweildauer der Nutzer in Deutsch- land 2010 noch vor Facebook – inzwischen musste StudiVZ einen enormen Verlust an Nutzern und Sei- tenaufrufen hinnehmen, der Ableger SchülerVZ wurde vor Kurzem bereits komplett eingestellt. Facebook machte unterdessen Mitte 2012 mit seinem Börsengang von sich reden und wird sich langfristig dort auch beweisen müssen. Welche Rolle Social Media für den Alltag ihrer Nutzer spielen, wird inzwischen aus verschiedenen Per- spektiven erforscht. Dabei hat sich die öffentliche wie auch die wissenschaftliche Wahrnehmung weiter- entwickelt: wurde Social Media anfangs oft als belangloses Freizeitvergnügen abgetan, so befasst man sich inzwischen immer intensiver und differenzierter mit Hintergründen und Ausprägungen der Nutzung: 1 Alexa Top Sites: http://www.alexa.com/topsites/global (abgerufen am 03.06.2013). 2 Statista: Anzahl der Smartphone-Nutzer in Deutschland in den Jahren 2009 bis 2012. http://de.statista.com/statistik/daten/studie/198959/umfrage/anzahl-der-smartphonenutzer-in-deutschland-seit- 2010/ (abgerufen am 03.06.2013) 3 Statista: Anzahl mobiler und nicht-mobiler Nutzer von Facebook, Twitter und LinkedIn in Europa im März 2012 http://de.statista.com/statistik/daten/studie/227146/umfrage/anzahl-mobiler-und-nicht-mobiler-nutzer-von- sozialen-netzwerken-in-europa/ (abgerufen am 03.06.2013) 4 Statista: Top 10 Apps in Deutschland nach Anzahl der Nutzer pro Monat im Jahr 2012. http://de.statista.com/statistik/daten/studie/161908/umfrage/meistgenutzte-apps-in-deutschland-nach-unique-user/ (abgerufen am 03.06.2013) 8 Vorwort Wie definiert sich Freundschaft für Nutzer Sozialer Netzwerke? Welche Strategien zur Selbstdarstellung werden angewandt? Drücken sich kulturelle Unterschiede im Nutzungsverhalten aus? Neben solchen eher allgemeinen Nutzerstudien rückt auch die Rolle von Social Media während besonde- rer
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