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The Irgocc Report Working Papers of the International Research Group on Crisis Communication

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The Irgocc Report Working Papers of the International Research Group on Crisis Communication C IRGoC The IRGoCC Report Working papers of the International Research Group on Crisis Communication DECEMBER 2011 • WWW.CRISIS-COMMUNICATION.DE • VOLUME 1 ISSUE 2 Sicherheitspolitische Kommunikation und Web 2.0 Security-political communication and Web 2.0 Preface Since its foundation in 1955, the ‘Bundeswehr’ is the ar- papers take a look at foreign armed forces to present and med force of Germany which is controlled by the German discuss their online communication practices. Finally, the parliament. As such, it is the German parliament (the authors give recommendations for the German Bundes- ‘Bundestag’) and its elected members that decide on mi- wehr and the Ministry of Defense for how to apply and litary deployments abroad and inside the country. For this integrate social media in their communication strategies. reason, the German Bundeswehr and the Ministry of De- The report originates from the conference “Security-po- fense take a great interest in staying closely connected to litical communication and Web 2.0” at the Akademie für the population. This connection, however, has loosened Information und Kommunikation der Bundeswehr (Aca- over the past years. A decreasing number of German ci- demy for Information and Communication of the Bun- tizens has direct experiences with the German Bundes- deswehr, short AIK) in Strausberg 2008. This symposium wehr, either by having been on active service themselves was a joint venture of Ilmenau University of Technology or by knowing someone who served in the armed forces. and the AIK. Most of the authors of this report were stu- Even by communicating via established traditional mass dents who presented the results of their empirical studies media, the German Bundeswehr apparently reaches less at this conference. All the data was collected in 2008 and and less people (cf. Sozialwissenschaftliches Institut der 2009. As was expected, of course, several developments Bundeswehr, 2008). have occurred in the meantime. The German Bundes- Therefore, social media have become a very relevant fac- wehr, for example, founded its own YouTube-channel, a tor. Millions of German citizens actively engage in rea- step that was recommended by the authors. However, ding and posting on weblogs, social networks or wikis. the general estimates about the potentials and shortco- They inform, communicate and discuss with each other, mings of the social media sites and several recommenda- express their opinions and maintain social relationships tions have remained relevant. online. Thus, Web 2.0 and social media signify interac- tion, participation and networking. In the last years, the Acknowledgements: German Bundeswehr and the Ministry of Defense have The authors and editors would like to thank the Akade- started to recognize these potentials to build and main- mie für Information und Kommunikation for the coope- tain relationships with their stakeholders. ration and all participants of the conference for the in- This report is a collection of papers that have the aim to tensive discussions and their numerous suggestions for illuminate the potentials and shortcomings of social me- this publication. dia sites for security-political organizations and to cont- rast it to their actual practice. Additionally, some of the Claudia Auer & Martin Löffelholz, December 2011 The IRGoCC Report Contents Preface ................................................................................................................................1 1. Claudia Auer, Liane Rothenberger Die Bundeswehr und Social Media – Transformation der militärischen Kommunikation (The Bundeswehr and Social Media – Transformation of military communication) ..............3 2. Claudia Auer Bloggen im Auftrag der Sicherheitspolitik – Weblogs in der Organisation Bundeswehr (Blogging in the name of security-policy – Weblogs in the Bundeswehr) ..........................12 3. Thomas Haseloff, Johannes Schmitt Podcasts in der sicherheitspolitischen Kommunikation (Poscasts in security-political communication) ..................................................................28 4. Sarah Becker Elektronische Kommunikationsforen in der Sicherheitspolitischen Kommunikation (Electronic forums in security-political communication) ....................................................37 5. Markéta Dolejsová, Thomas Heerd Videoportale (Video portals) .............................................................................................47 6. Jana Pohl, Oliver Herrmann ECommunities (ECommunities) .........................................................................................55 Literature: • Sozialwissenschaftliches Institut der Bundeswehr (2008). Bevölkerungsbefragung 2008 - Sicher- heits- und verteidigungspolitisches Meinungs- klima in Deutschland – Kurzbericht. Retrieved from http://www.sowi.bundeswehr.de/fileser- ving/PortalFiles/02DB040000000001/W27LCCR- B377INFODE/BU+2008+Kurzbericht.pdf?yw_ repository=youatweb [07.04.2009]. 2 The IRGoCC Report 1. Die Bundeswehr und Social Media – Transformation der 1 militärischen Kommunikation Claudia Auer und Liane Rothenberger Abstract In their article, Claudia Auer and Liane Rothenberger de- einschließen. Zu beobachten ist, dass die Massenkom- scribe the changing relation between the German milita- munikation zunehmend in „vormediale Bereiche“ (Saxer ry, the traditional and the new media. They discuss the 2007: 89) dringt, was die Ergebnisse der ARD/ZDF-Online- different purposes of military and mass medial commu- studie schon seit einigen Jahren illustrieren: Von 1997 bis nication and explain the influence of the media coverage 2010 ist die Internetnutzung in Deutschland von 6,5 auf on foreign and security-political occurrences. Besides, 69,4 Prozent der Personen ab 14 Jahren gestiegen. Die they elucidate the potentials and risks of web 2.0 and so- internetaffinen Gruppen, also die Jüngeren, gut Ausgebil- cial media for military media relations. The authors come deten, Berufstätigen, Schüler und Studenten, sind sogar to the conclusion that the public nature of web 2.0 and vollständig ausgeschöpft (vgl. van Eimeren/Frees 2010: of social media is faced with the security of soldiers and 335). Die Suche nach Informationen im World Wide Web the military’s strategic secrets. However, the new media macht dabei ein Fünftel der Onlinezeit der Nutzer aus allow communicating consistently and independently (vgl. van Eimeren/Frees 2010: 342). Auch die Bedeutung from the mass media, thus creating space for public dis- von Social Media2 ist für die Internetnutzer gestiegen, cussion and exchange. One essential problem the Ger- auch wenn sich die Mehrheit weiterhin zurückhaltender man armed forces still have to negotiate is, according to bei Anwendungen zeigt, die einen aktiveren Umgang mit the authors, the lack of temporal and personnel resour- dem Internet möglich machen (vgl. van Eimeren/Frees ces and the necessity to constantly maintain a successful 2010: 340). social media presence. Die Nutzung des Mediums Internet im Alltag der Men- schen hat direkte Auswirkungen auf die Kommunikation der Informationsanbieter. Einerseits stehen ihnen mit In- 1.1. Veränderte Rahmenbedingungen ternet- und Web 2.0-Anwendungen Medien mit einem fordern neue Strategien hohen Potenzial sowohl für das Informations- als auch das Beziehungsmanagement zur Verfügung: Gekenn- Die Rahmenbedingungen und Anforderungen an die si- zeichnet durch Multimedialität, erlauben es Internet und cherheitspolitische und militärische Kommunikation ha- Web 2.0 im Informations- und Beziehungsmanagement ben sich in den letzten Jahren grundlegend verändert. vernetzt und mit Text, Bild und Ton zu arbeiten und vor al- Jenseits von Medienberichten wird die Bundeswehr von lem die Web 2.0-Anwendungen ermöglichen einen Rück- den meisten Bundesbürgern nur sehr selten oder gar kanal und darüber hinausgehend die aktive Beteiligung nicht mehr wahrgenommen (vgl. Sozialwissenschaft- der Nutzer an der Erstellung von Inhalten. Andererseits liches Institut der Bundeswehr 2010: 18,19), über die stehen ihnen hier sprudelnde Informationsquellen ge- laufenden Auslandseinsätze sind die meisten Menschen genüber, die im täglichen Medienmonitoring einbezogen nicht informiert (vgl. Sozialwissenschaftliches Institut der werden müssen, um virulenten Themen und aufkeimen- Bundeswehr 2010: 33) und die neuen Informations- und den Krisen schnell entgegenwirken zu können. Kommunikationstechnologien haben über die laufenden Im Bundesverteidigungsministerium und in der Bundes- Geschehnisse gut informierten Kommunikatoren eine wehr hat die Diskussion über diese Chancen und Risiken Stimme gegeben. Das veränderte Umfeld fordert von den nun öffentlich sichtbar begonnen: Mit „Govermedia“ hat Organisationen Kommunikationsstrategien ein, die tradi- tionelle und – verstärkt – eben auch neue Medien mit 2 Eine gute Definition bietet Schmidt, der darunter die onlinegestütz- ten „Anwendungen des Informations-, Identitäts- und Beziehungsma- nagements“ (Schmidt 2006: 174) zusammengefasst sieht. Alby teilt die Anwendungen in zwei Kategorien ein: (1) „Social Software, bei der die 1 Der Artikel basiert in großen Teilen auf dem Vortrag „La guerre Kommunikation im Vordergrund steht […]“ und (2) „Social Software, et les médias - la transformation de la communication militaire“ beim bei der zwar auch kommuniziert wird, aber auch Inhalte im Mittelpunkt SIXIème RENCONTRE FRANCO-ALLEMANDE D’HISTOIRE MILITAIRE „Les stehen, die von den Teilnehmern erstellt oder zumindest in irgendeiner militaires et l’information, en
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