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Kommunikationswissenschaft: Massen- Kommunikation – Medien - Sprache soFid - Sozialwissenschaftlicher Fachinformationsdienst 01/2008 Kommunikationswissenschaft: Massen- kommunikation – Medien - Sprache GESIS-IZ Bonn 2008 Sozialwissenschaftlicher Fachinformationsdienst soFid Kommunikationswissenschaft Massenkommunikation - Medien - Sprache Band 2008/1 bearbeitet von Hannelore Schott und Bernhard Meyer mit einem Beitrag von Tobias Nolting GESIS-IZ Sozialwissenschaften Bonn 2008 ISSN: 1431-1038 Herausgeber GESIS-IZ Sozialwissenschaften, Bonn bearbeitet von: Hannelore Schott und Bernhard Meyer Programmierung: Udo Riege, Siegfried Schomisch Druck u. Vertrieb: GESIS-IZ Sozialwissenschaften Lennéstr. 30, 53113 Bonn, Tel.: (0228)2281-0 Printed in Germany Die Mittel für diese Veröffentlichung wurden im Rahmen der institutionellen Förderung der Ge- sellschaft Sozialwissenschaftlicher Infrastruktureinrichtungen e.V. (GESIS) vom Bund und den Ländern gemeinsam bereitgestellt. Das GESIS-IZ ist eine Abteilung der Gesellschaft Sozialwis- senschaftlicher Infrastruktureinrichtungen e.V. (GESIS). Die GESIS ist ein Institut der Leibniz- Gemeinschaft. © 2008 GESIS-IZ Sozialwissenschaften, Bonn. Alle Rechte vorbehalten. Insbesondere ist die Überführung in maschinenlesbare Form sowie das Speichern in Informationssystemen, auch aus- zugsweise, nur mit schriftlicher Einwilligung des Herausgebers gestattet. Inhalt Vorwort .............................................................................................................................................7 Tobias Nolting Zwischen Aufklärung und Beeinflussung PR-Anzeigen in der strategischen politischen Kommunikation Eine inhaltsanalytische Längsschnittstudie anhand der Nachrichtenmagazine "Der Spiegel" und "Focus"………………………………………………………………………….9 Sachgebiete 1 Massenkommunikation 1.1 Allgemeines.................................................................................................................17 1.2 Geschichte der Medien, Pressegeschichte...................................................................36 1.3 Massenmedien.............................................................................................................44 1.4 Interaktive Medien, Multimedia, Kommunikationstechnologie..................................55 1.5 Medieninhalte..............................................................................................................70 1.6 Mediennutzung..........................................................................................................112 1.7 Medienwirkung .........................................................................................................154 1.8 Journalismus..............................................................................................................176 1.9 Medien und Politik, internationale Kommunikation .................................................201 1.10 Medien und Ökonomie..............................................................................................239 1.11 Medien und Recht .....................................................................................................252 1.12 Werbung, Öffentlichkeitsarbeit, Unternehmenskommunikation...............................264 1.13 Medienpädagogik, Medienarbeit...............................................................................280 1.14 Öffentliche Meinung, Meinungsforschung................................................................295 1.15 Sonstiges ...................................................................................................................299 2 Sprache und interpersonelle Kommunikation ...........................................................306 Register Hinweise zur Registerbenutzung...................................................................................................337 Personenregister ............................................................................................................................339 Sachregister...................................................................................................................................349 Institutionenregister.......................................................................................................................371 Anhang Hinweise zur Originalbeschaffung von Literatur..........................................................................379 Zur Benutzung der Forschungsnachweise.....................................................................................379 soFid Kommunikationswissenschaft Massenkommunikation - Medien - Sprache 2008/1 7 Vorwort Vorwort zum soFid „Kommunikationswissenschaft Massenkommunikation - Medien - Sprache“ Das GESIS-IZ bietet mit dem „Sozialwissenschaftlichen Fachinformationsdienst“ (soFid) zweimal jährlich aktuelle Informationen zu einer großen Zahl spezieller Themenstellungen an. Jeder soFid hat sein eigenes, meist pragmatisch festgelegtes Profil. Gewisse Überschneidungen sind deshalb nicht zu vermeiden. Quelle der im jeweiligen soFid enthaltenen Informationen sind die vom GESIS-IZ produzierten Datenbanken SOLIS (Sozialwissenschaftliches Literaturinformationssystem) sowie SOFIS (For- schungsinformationssystem Sozialwissenschaften - bisher FORIS). Die Datenbank SOLIS stützt sich vorwiegend auf deutschsprachige Veröffentlichungen, d.h. Zeit- schriftenaufsätze, Monographien, Beiträge in Sammelwerken sowie auf Graue Literatur in den zentralen sozialwissenschaftlichen Disziplinen. In SOLIS ist bei einigen Hinweisen unter „Stand- ort“ eine Internet-Adresse eingetragen. Wenn Sie mit dieser Adresse im Internet suchen, finden Sie hier den vollständigen Text des Dokuments. Wesentliche Quellen zur Informationsgewinnung für SOFIS sind Erhebungen in den deutschspra- chigen Ländern bei Institutionen, die sozialwissenschaftliche Forschung betreiben. Der Fragebo- gen zur Meldung neuer Projekte steht permanent im Internet unter http://www.gesis.org/IZ zur Verfügung. Literaturhinweise sind durch ein "-L" nach der laufenden Nummer gekennzeichnet, Forschungs- nachweise durch ein "-F". Im Gegensatz zu Literaturhinweisen, die jeweils nur einmal gegeben werden, kann es vorkommen, dass ein Forschungsnachweis in mehreren aufeinander folgenden Diensten erscheint. Dies ist gerechtfertigt, weil Forschungsprojekte häufig ihren Zuschnitt verän- dern, sei es, dass das Projekt eingeengt, erweitert, auf ein anderes Thema verlagert oder ganz ab- gebrochen wird. Es handelt sich also bei einem erneuten Nachweis in jedem Falle um eine aktuali- sierte Fassung, die Rückschlüsse auf den Fortgang der Arbeiten an einem Projekt zulässt. * * * Der soFid „Kommunikationswissenschaft“ wird in enger Kooperation mit der Fachinformations- stelle Publizistik der Freien Universität Berlin erstellt. Die interdisziplinäre Ausrichtung von „Kommunikationswissenschaft“ schließt sowohl Fragen der Massenkommunikation, d.h. der medienvermittelten öffentlichen Kommunikation ein, als auch der individuellen, interpersonellen Kommunikation, bei der die Aspekte der Sprache eine starke Be- achtung erfahren. Die neueren Entwicklungen im Bereich der interaktiven Medien, der Multime- dia-Anwendung und der Computerkommunikation, die hier noch unter Massenkommunikation subsumiert sind, lassen diese Unterscheidung allerdings wieder unscharf werden. 8 soFid Kommunikationswissenschaft Massenkommunikation - Medien - Sprache 2008/1 Vorwort Der Gegenstandsbereich der Massenkommunikation umfasst neben einem methodenorientierten kommunikationswissenschaftlichen bzw. kommunikationssoziologischen Schwerpunkt auch öko- nomische, rechtliche, politische und pädagogische Fragestellungen sowie ausgewählte Nachweise zur Medientechnik und zu Werbung und Öffentlichkeitsarbeit. Maßgebend ist das Verständnis von Publizistik- und Kommunikationswissenschaft als einer integrierten Sozialwissenschaft und damit die sozialwissenschaftliche Ausrichtung der dokumentierten Arbeiten. Darüber hinaus wurden jedoch auch praxisorientierte Informationen aufgenommen, die für Wissenschaftler interessant sein können. Aus dem sehr unterschiedlichen Umfang der Kapitel 1 (Massenkommunikation/Medien) und 2 (Sprache, interpersonelle Kommunikation) wird allerdings deutlich, dass Probleme der Massen- kommunikation und der Medien weitaus häufiger untersucht und diskutiert werden, als das für interpersonelle Kommunikation der Fall ist. Dieser soFid-Ausgabe ist ein fachwissenschaftlicher Beitrag von Dipl.-Medienwiss. Tobias Nol- ting vorangestellt. Der Beitrag mit dem Titel „Zwischen Aufklärung und Beeinflussung – PR- Anzeigen in der strategischen politischen Kommunikation. Eine inhaltsanalytische Längsschnitt- studie anhand der Nachrichtenmagazine ‚Der Spiegel’ und ‚Focus’“ ist die Zusammenfassung seiner Diplomarbeit am Institut für Medien- und Kommunikationswissenschaft der Technischen Universität Ilmenau, die er für diesen soFid zur Verfügung gestellt hat. Wir danken ihm dafür. Mit der Aufnahme von Fachbeiträgen streben wir eine stärkere Vernetzung mit der Wissenschaft an und möchten diesen Band als zusätzliche Kommunikationsplattform für das Fachgebiet anbie- ten. Zwischen Aufklärung und Beeinflussung PR-Anzeigen in der strategischen politischen Kommunikation Eine inhaltsanalytische Längsschnittstudie anhand der Nachrichtenmagazine „Der Spiegel“ und „Focus“1. Tobias Nolting 1 Einleitung und Forschungsinteresse In den vergangenen Jahren hat sich nachweislich ein massiver Wandel der Rahmenbedingungen po- litischer Kommunikation vollzogen.2 Dabei ist die kontinuierlich steigende Anzahl politisch aktiver Akteure von besonderer Bedeutung; immer
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