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Medienbilder – Bildermedien Tagungsband Zu Den 4 Medienbilder – Bildermedien Tagungsband zu den 4. Studentischen Medientagen Chemnitz Mit zusätzlichen Beiträgen der 3. Studentischen Medientage zum Thema „Medienlust – Medienfrust“ Ruth Geier und Patrick Meyer (Hrsg.) Medienbilder – Bildermedien Tagungsband zu den 4. Studentischen Medientagen Chemnitz Mit zusätzlichen Beiträgen der 3. Studentischen Medientage zum Thema „Medienlust – Medienfrust“ Universitätsverlag Chemnitz 2009 Impressum Bibliografische Information der Deutschen Nationalbibliothek Die Deutsche Nationalbibliothek verzeichnet diese Publikation in der Deutschen Nationalbibliografie; detaillierte bibliografische Angaben sind im Internet über http://dnb.d-nb.de abrufbar. Technische Universität Chemnitz/Universitätsbibliothek Universitätsverlag Chemnitz 09107 Chemnitz http://www.bibliothek.tu-chemnitz.de/UniVerlag/ Herstellung und Auslieferung Verlagshaus Monsenstein und Vannerdat OHG Am Hawerkamp 31 48155 Münster www.mv-verlag.de ISBN 978-3-941003-02-6 urn:nbn:de:bsz:ch1-200900721 URL: http://archiv.tu-chemnitz.de/pub/2009/0072 INHALTSVERZEICHNIS Inhaltsverzeichnis 1. Ich sehe was, was Du nicht siehst! Objektive Kultur vs. subjektive Kulturdarstellung Frauenbild in der Werbung am Beispiel von Polen und Deutschland Julita Schmidt 9 2. Sie schreiben Geschichte… Medien als Zeitzeugen Filme als kollektives Gedächtnis einer Gesellschaft Valentin Belentschikow 23 3. Mein Fernseher versteht mich! Attractiveness of Television Sex and the City - A TV Series of One’s Own Anna Brandstätter 35 Picture-Perfect: The Risk-Free, Non-Binding Relationship Between Television Viewers and People on TV Rebecca Maschke 59 4. Aussehen ist alles! Die Kunst der medialen Darstellung Vorzeigefigur oder Stereotyp - Über die visuelle Gestaltung von Charakteren Georg Valtin 69 Emotioneering: Game Design und Emotionen Daniel Pietschmann 85 INHALTSVERZEICHNIS 5. Früher war alles besser? - Medien im Wandel der Zeit Nutzung von mobiler Kommunikation und Printmedien bei Jugendlichen Thomas Guttsche 107 Thomas Mann und die Musik Hagen Schäfer 135 6. Sex, Games and Cruelty – Medienbilder und Bildermedien zwischen Normen,Werten und Ethik Gewalt in virtuellen Welten – zwischen Killerspielen und E-Sport Lutz Hennig 157 Sex Kills: Abjection in Stanley Kubrick’s Eyes Wide Shut Marcel Hartwig 175 7. Beiträge von den 3. Studentischen Medientagen zum Thema „Medienlust – Medienfrust“ Perspektiven der Internetverbreitung in Deutschland Torsten Laub 191 Deutschland “gruschelt” - Worin besteht der Reiz von Social Networks? Wiebke Rohde 205 Hat es sich ausGEZahlt? - Zu Entwicklung und Zukunft der Gebühreneinzugszentrale Hans-Christian Roestel 227 VORWORT Vorwort Tagungsband 4. Studentische Medientage „Medienbilder - Bildermedien“ Unser Wissen über die Welt haben wir größtenteils medial erfahren. Das Fernsehen ist zum Leitmedium mehrerer Generationen geworden und übermittelt uns - mit Hilfe von Sprache und Bildern - Informationen oder Meinungen. Doch wie nehmen Medienrezepienten diese auf? Sind Bilder kulturell geprägt und welchen Konventionen unterliegen sie? Mit diesen Fragen beschäftigten sich die 4. Studentischen Medientage Chemnitz 2008. Von besonderer Bedeutung in der Medienentwicklung ist die Herausbil- dung von mobiler Kommunikation, Computergaming und dem Web 2.0 – Formen, die die bisherigen Grenzen von Medienbildern durchbrechen und neue Darstellungsmöglichkeiten mit sich bringen. Die Relevanz einer guten Visualisierung wird hierbei besonders im Game Design und Webseitenlay- out deutlich. Dass die wachsende Macht der heutzutage stark realitätsnahen Visualisierungen in den Medien nicht unterschätzt wird, zeigt sich in den Diskussionen über die Duldung von gewalttätigen Video- und Computer- spielen oder an der moralbezogenen Kritik an Sex-sells-Konzepten in der Fernsehwelt und Werbebranche. Weiterhin lässt sich, anlehnend an heutige Betrachtungsweisen, feststellen, dass Online- sowie Offlinemedien nicht mehr nur die Meinungsbildung bestimmen und kontrollieren, sondern auch die Rolle des Zeitzeugen ein- nehmen und einen markanten Beitrag zum kollektiven Gedächtnis leisten. Schließlich steht fest: Das menschliche Gedächtnis vergisst – die medialen Darstellungen erinnern. Vollständigkeitshalber haben wir in diesem Tagungsband drei weitere Vor- träge der 3. Studentischen Medientage 2007 aufgeführt, welche sich mit dem Thema „Medienlust – Medienfrust“ befassten. Wir wünschen beim Lesen viel Vergnügen! Dr. Ruth Geier und Patrick Meyer FRAUENBILD IN DER WERBUNG 9 „Frauenbild in der Werbung am Beispiel von Polen und Deutschland“ Julita Schmidt (ehemalig Dobrychlop), Technische Universität Chemnitz Die aktuelle Frauenwerbung in Deutschland Das Bild der Frau in der Werbung von heute „Sie sind häufig nackt, allenfalls spärlich bekleidet und halten für den neusten Autotyp, für hochprozentigen Schnaps oder für Heimwerkerausstattung ihren Körper hin. Was ihre Geistesgaben angeht, wirken sie ziemlich beschränkt. Ihr einziger Lebensinhalt scheint ein blitzblanker Fußboden zu sein.“ Wie ist das heutige Frauenbild in der deutschen Werbung zu bewerten? Es sind einige Veränderungen zu beobachten. In der Realität und auch in der Werbung sieht man, dass die Frau zunehmend emanzipierter und erfolg- reicher dargestellt wird. Sie ist gut gekleidet, gepflegt, selbstbewusst und gebildet. Sie kann sich jedoch nicht nur auf das Berufsleben konzentrieren. Sie kocht, wäscht und bügelt im realen Leben und dies wird auch in der Werbung so dargestellt. Nach Evelin Baszczyks Ansicht gibt es heutzutage keine „Nur-Haus- frau“ mehr. Sie stellt fest, dass jetzt nur eine „Kurz – Phasen – Hausfrau“ existiert. Diese Art von Frauen erledigt ihre Haushaltaufgaben nach der Arbeit. Eine zweite von ihr genannte Kategorie von Frauen, die „Auch – Hausfrau“ ist sehr gepflegt, gut angezogen und selbstsicher. Bergler stellt fest, dass die Frauen auch viel öfter als „Männer in privater Umgebung“ z.B. im Haus oder im Badezimmer oder in „Freizeitsettings“ dargestellt werden. Es gab schon immer spezifische Unterschiede zwischen den Geschlechtern bezüglich der Produktkategorie, für die geworben wird. Die Frau wurde eher mit Haushaltswaren oder Körperpflegeprodukten in Verbindung gebracht. Männer dagegen werben für Alkohol, Zigaretten 10 FRAUENBILD IN DER WERBUNG oder Autos. Heutzutage sind die Unterschiede aber weniger ausgeprägt. Frauen werden sehr häufig als Patientinnen mit psychischen Problemen ge- zeigt. Sie werben dann für eine ganze Reihe von Medikamenten. Offenbar sind die Frauen dafür eine wichtige Zielgruppe und repräsentieren dafür einen attraktiven Markt. Die Frauen leiden heutzutage öfter unter Kopf- schmerzen oder Nervosität. Professor Hurrelmann von der Universität Bie- lefeld zeigte in einer Studie auf, dass rund 40% der Mädchen im neunten Schuljahr vermehrt unter Kopfschmerzen leiden, also mehr als Jungen. Trotz des Realitätswandels herrschen in der Werbung immer noch Geschlech- terklischees. Zu sehen ist nach wie vor die „zarte Mutter, fleißige Ehefrau, das ko- kettierende Dümmchen, sinnliche Geliebte oder die moderne Sexy-Emanze“.1 Die Kritiker werfen der Werbung vor, dass sie nicht immer aktuell ist. Ihre Entwicklung sei zu langsam und so hinke sie durch Verwendung veral- teter oder traditioneller Rollenvorstellungen der Realität hinterher. Auch wenn es positive Ansätze in der Darstellung der Frau in der Werbung gibt, gilt nach wie vor für die Werbung: „Werbung zeigt hochgradig künstliche und unrealistische Frauenbilder. Sie ist nicht der Spiegel der Gesellschaft, auch nicht der Spiegel ihrer Wünsche, sondern eine Art Zerrspiegel.“ 2 Zu sehen sind aber auch Bilder von Karrierefrauen. Sie kommen allerdings seltener vor als die Karrierebilder von Männern. Dennoch: Eine gerechtere Aufteilung von Haushaltsaufgaben zwischen Mann und Frau ist in der Zwischenzeit auch in der Werbung viel öfter zu sehen. Was sich nicht verbessert, im Gegenteil sogar verschlechtert hat, ist die idealisierte Dar- stellung der Frau in der Werbung. 1 Spieß in Baszczyk (2003) S. 1304 GKFA 5.1, 970. 2 Schmerl (1992) S. 203 FRAUENBILD IN DER WERBUNG 11 Provokative Werbung – Beispiele Die Grenzen der Geschmacklosigkeit werden auch in Deutschland über- schritten. Ein großer deutscher Konzern für Elektronikbedarf warb mit einem Bild, auf dem ein weibliches Dekolleté mit drei Brüsten zu sehen war. Der Slogan dazu lautete: „Mehr drin, als man glaubt“ Dem Werberat gelang es, die Kampagne zu stoppen. Nach nur fünf Tagen mussten alle Plakate entfernt werden. (Abbildung 1) Abbildung 1 ( http://www2.onunterhaltung.t-online.de/ dyn/c/10/32/57/1032572.html) Zu Analysezwecken verwendet Die Dessousmarke Sloggi, die zum Triumph-Konzern gehört, hat auch ein sehr provokatives Plakat herausgebracht. Darauf sind junge Frauen zu sehen, die nur mit dem neuen G-String-Slip bekleidet sind unter der Überschrift: „It’s string time!“. Der Chef der BVP (Bundesverband Produktion) Öffentlichkeitsarbeit für die Werbeindustrie Joseph Besnainou äußerte sich dazu: „Das Problem in den Sloggi-Anzeigen ist der Zusam- menhang mit dem Reizthema Striptease“. Seiner Meinung nach schadet die Sloggi-Kampagne dem Image der Werbung. (Abbildung 2) 12 FRAUENBILD IN DER WERBUNG Abbildung 2 (http://bigpicture.typepad.com/writing/ images/butterflieslscape.jpg) Zu Analysezwecken verwendet Ein anderes Beispiel zeigt, wie man gezielt Frauenkörper in der Werbung einsetzt. Augenwelt 24 ist ein Onlineshop für Augenlinsen. Dieses junge Start-Up-Unternehmen wollte innerhalb kürzester Zeit seinen Bekannt- heitsgrad aufbessern und potenzielle Kunden gewinnen. Mit der prägnan-
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