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Kommunikations- Wissenschaft HANS-BREDOW-INSTITUT Medien Kommunikations- wissenschaft Redaktion: & Joan Kristin Bleicher, Hardy Dreier, Christiane Eilders, Uwe Hasebrink, Thorsten Held, Anja Herzog, Claudia Lampert, Christiane Matzen, Jutta Popp, Her mann-Dieter Schröder, Wolfgang Schulz, Jutta Simon Nomos Verlagsgesellschaft M&K 54. Jg. 2006/4 Baden-Baden MM&K_04.06_00_Titel.indd&K_04.06_00_Titel.indd 559559 116.11.20066.11.2006 115:07:455:07:45 UUhrhr INHALTSVERZEICHNIS Patrick Donges Medien als Institutionen und ihre Auswirkungen auf Organisationen. Perspektiven des soziologischen Neo-Institutionalismus für die Kommunikations- wissenschaft . 563 Christoph Klimmt / Kerrin Bartels / Kommunikation für die Rundfunkgebühr. Die Helmut Scherer Furchtappelle der Gebühreneinzugszentrale fruch- ten weniger als Überzeugungsarbeit . 579 Saskia Böcking Elterlicher Umgang mit kindlicher Fernsehnutzung. Test einer deutschsprachigen Skala und erste Befun- de für die Deutschschweiz . 599 Ragne Kõuts-Klemm Fragmentierte Publika in der Transformationsgesell- schaft Estlands. Tendenzen der Mediennutzung . 620 Jörg Hagenah Möglichkeiten der Nutzung von Media-Analyse- Fernsehdaten für Sekundäranalysen von 1972 bis heute . 637 LITERATUR Besprechungen Joan Kristin Bleicher Abschiede von der Wirklichkeit. Aktuelle Frontlini- en der medien- bzw. kommunikationswissenschaft- lichen Fernsehforschung seit 2005 – eine Sammel- rezension . 654 Michel Clement Christian Scholz (Hrsg.): Handbuch Medienma- nagement. Berlin: Springer, 2006 . 667 Susanne Eggert Emine Uçar-İlbuğa: Fernsehkonsum von türkischen Jugendlichen. Eine empirische Untersuchung im Hamburger Stadtteil Dulsberg. Frankfurt am Main: Lang, 2005 . 668 Johannes Fromme Christine Feil/Regina Decker/Christoph Gieger: Wie entdecken Kinder das Internet? Beobachtun- gen bei 5- bis 12-jährigen Kindern. Wiesbaden: VS, 2004 . 670 Ursula Ganz-Blättler Tim Bergfelder: International Adventures. German Popular Cinema and European Co-Productions in the 1960s. New York / Oxford: Berghahn, 2005 . 672 Jutta Kehrer Thilo Büsching (Hrsg.): Mediengeschäftsmodelle der Zukunft. Baden-Baden: Nomos, 2005 . 674 561 MM&K_04.06_00_Titel.indd&K_04.06_00_Titel.indd 561561 116.11.20066.11.2006 115:07:475:07:47 UUhrhr M&K 54. Jahrgang 4/2006 Nathalie Kharina-Welke Viktoria Brunmeier: Das Internet in Russland. Eine Untersuchung zum spannungsreichen Verhältnis von Politik und Runet. München: Fischer, 2005 . 675 Hans J. Kleinsteuber Christina Holtz-Bacha: Medienpolitik für Europa. Wiesbaden: VS, 2006 . 677 Daniela Kloock Joachim Knape (Hrsg.): Medienrhetorik. Tübingen: Attempto Verlag, 2005 . 678 Sonja Kretzschmar Hans-Jürgen Lüsebrink: Interkulturelle Kommuni- kation. Interaktion, Fremdwahrnehmung, Kultur- transfer. Stuttgart: Metzler, 2005 . 680 Hans-Dieter Kübler Harald Gapski (Hrsg.): Medienkompetenzen mes- sen? Verfahren und Reflexionen zur Erfassung von Schlüsselkompetenzen. Düsseldorf/München: ko- paed, 2006 . 681 Marianne Merkt Martin Wessner: Kontextuelle Kooperation in virtu- ellen Lernumgebungen. Lohmar: Eul, 2005 . 683 Corinna Peil Joan Kristin Bleicher/Bernhard Pörksen (Hrsg.) Grenzgänger: Formen des New Journalism. Wies- baden: VS, 2004 . 684 Cornelia Rosebrock Bettina Hurrelmann/Susanne Becker/Irmgard Ni- ckel-Bacon: Lesekindheiten. Familie und Lesesoziali- sation im historischen Wandel. Weinheim, München: Juventa, 2006 . 688 Siegfried J. Schmidt Bernhard Pörksen: Die Beobachtung des Beobach- ters. Eine Erkenntnistheorie der Journalistik. Kon- stanz: UVK, 2006 . 689 Irmela Schneider Ulrike Schwab: Erzähltext und Spielfilm. Zur Äs- thetik und Analyse der Filmadaption. Berlin: Lit, 2006 . 691 Zeitschriftenlese . 693 Literaturverzeichnis . 718 English abstracts . 724 Autorinnen und Autoren dieses Heftes . 727 Hinweise für Autorinnen und Autoren . 729 Jahresinhaltsverzeichnis 54. Jahrgang 2006 . 731 562 MM&K_04.06_00_Titel.indd&K_04.06_00_Titel.indd 562562 116.11.20066.11.2006 115:07:495:07:49 UUhrhr Medien als Institutionen und ihre Auswirkungen auf Organisationen Perspektiven des soziologischen Neo-Institutionalismus für die Kommunikationswissenschaft Patrick Donges Während der Begriff der Institution und mit ihm verbundene Theorieansätze in ande- ren Sozialwissenschaften in den letzten Jahren breit diskutiert wurden, ist eine solche Debatte insbesondere in der deutschsprachigen Kommunikationswissenschaft bislang ausgeblieben. Der Beitrag plädiert für einen stärkeren Einbezug insbesondere des orga- nisationssoziologischen Neo-Institutionalismus in die kommunikationswissenschaftliche Theoriediskussion und begründet dies anhand der Frage, welche Auswirkungen Medien allein durch ihre Existenz auf Organisationen haben. Medien werden als Institutionen im Sinne dauerhafter Regelsysteme verstanden, die a) normative Erwartungen schaf- fen, b) Mechanismen für ihre Durchsetzung beinhalten, c) Akteure konstituieren und d) bei bestehenden Organisationen Wahrnehmung, Präferenzbildung und Strukturen beeinflussen. Organisationen orientieren sich an diesen institutionellen Regeln, weil sie damit Legitimität und Unterstützung erreichen wollen. Medien entfalten ihre Wirkung auf Organisationen damit durch gewisse Zwänge, aber auch durch den Druck von Be- rufsangehörigen sowie durch Imitation. Damit wirken Medien auf Organisationen nicht selbstständig ein, sondern vermittelt durch die Wahrnehmung und Interpretation einzel- ner Akteure, die in konfliktreichen Prozessen innerhalb der Organisation ausgehandelt wird. Schlagwörter: Institutionen, Institutionalismus, Organisationen, Medienwirkung, Or- ganisationskommunikation 1. Institutionalistisches Denken in der Kommunikationswissenschaft1 Der Begriff der Institution und mit ihm verbundene Theorieperspektiven gewinnen in den Sozialwissenschaften seit einiger Zeit an Bedeutung und haben zu einer regelrechten „Renaissance des Institutionalismus“ geführt (so Mayntz/Scharpf, 1995: 40; vgl. auch Türk, 1997). Gemeint sind Ansätze wie der Neo-Institutionalismus innerhalb der So- ziologie (vgl. u. a. DiMaggio/Powell, 1991b; Walgenbach, 2002; Hasse/Krücken, 2005) und der Politikwissenschaft (vgl. u. a. March/Olson, 1984; Göhler, 1987), die Institutio- nenökonomie in den Wirtschaftswissenschaften (vgl. u. a. North, 1990; Ebers/Gotsch, 2002) oder ein Ansatz wie der akteurzentrierte Institutionalismus (vgl. Mayntz/Scharpf, 1995). Alle diese Ansätze sind sich einig in der hohen Bedeutung, die institutionelle Re- geln für die Gesellschaft, ihre Organisationen wie auch einzelne Individuen haben. Sie 1 Der Beitrag entstand innerhalb des Forschungsprojektes „Mediatization and structural change within political actors and organizations“, das im Rahmen eines Nationalen Forschungsschwer- punktes (NCCR) „Challenges to Democracy in the 21st Century“ am IPMZ – Institut für Publizistikwissenschaft und Medienforschung der Universität Zürich durchgeführt und vom Schweizerischen Nationalfonds (SNF) gefördert wird. Ich danke den Kolleginnen und Kollegen dieses Forschungszusammenhangs sowie den vier anonymen Gutachtern für ihre Hinweise – sie haben dem Beitrag gut getan. 563 MM&K_04.06_01_Donges.indd&K_04.06_01_Donges.indd 563563 116.11.20066.11.2006 116:04:566:04:56 UUhrhr M&K 54. Jahrgang 4/2006 unterscheiden sich in ihren konkreten Definitionen des Institutionenbegriffs wie auch im Stellenwert, den sie Institutionen analytisch zuordnen – als abhängiger oder unab- hängiger Variable. Schimank (2000) hat Institutionen denn auch als „etwas analytisch Sperriges in der Mitte“ zwischen Akteuren und Strukturen bezeichnet, da sie je nach Fragestellung einem der beiden Pole zugeschlagen werden können (Schimank, 2000: 245–246). In dieser Breite des Institutionenbegriffs liegt jedoch sein theoriestrategischer Vorteil, bietet er doch die Chance, ihn als Brücke zu nutzen, um unterschiedliche Theo- rieansätze zwischen einzelnen sozialwissenschaftlichen Disziplinen wie auch den einzel- nen Theorieebenen (Makro-, Meso- und Mikroebene) zu verknüpfen und wechselseitig fruchtbar zu machen (vgl. Scharpf, 2000a: 762). In der deutschsprachigen Kommunikationswissenschaft ist eine solche Renaissance institutionalistischen Denkens (bislang jedenfalls) ausgeblieben. Dabei hat der Begriff der Institution in unserer Disziplin durchaus seine Geschichte: In seiner über ein Vier- teljahrhundert alten Definition des Begriffs „Medium“ weist Saxer darauf hin, dass es sich bei Medien nicht einfach um technische Verbreitungskanäle handelt, sondern um „komplexe institutionalisierte Systeme, um organisierte Kommunikationskanäle von spezifischem Leistungsvermögen“ (Saxer, 1999: 6; zuerst Saxer, 1980). Institutionalisie- rung meint für Saxer dabei, dass Medien als „Erbringer entsprechender unentbehrlicher Leistungen ins gesellschaftliche Regelungssystem eingefügt“ werden, wobei die Typen der Institutionalisierung sich durch die Form von Kontrollen unterscheiden, denen Me- dien unterliegen (Saxer, 1999: 6, 10–11). In der amerikanischen Literatur ist die Charak- terisierung von Medien als Institutionen gebräuchlicher, wie gerade jüngste Publikatio- nen aus den Forschungsfeldern Organisationskommunikation (vgl. Lammers/Barbour, 2006) und Politische Kommunikation (vgl. die Sonderausgabe „New Institutionalism and the News“ der Political Communication, insbesondere die Beiträge von Ryfe, 2006; Sparrow, 2006; Cook, 2006) zeigen. Dass Medien gesellschaftlich institutionalisiert sind, ist sicher unbestritten. Aber sind sie auch Institutionen? Diese Frage wäre falsch gestellt, denn wir können nicht fragen, was Institutionen „eigentlich“ sind. Ein soziales Phänomen als eine Institution
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