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Magisterarbeit / Master's Thesis MAGISTERARBEIT / MASTER’S THESIS Titel der Magisterarbeit / Title of the Master‘s Thesis „Informationen in Echtzeit?! Eine Analyse der Nutzung von live übertragenen Pressekonferenzen“ verfasst von / submitted by Miriam Rafenstein Bakk. phil. angestrebter akademischer Grad / in partial fulfilment of the requirements for the degree of Magistra der Philosophie (Mag. phil.) Wien, 2018 / Vienna 2018 Studienkennzahl lt. Studienblatt / A 066 841 degree programme code as it appears on the student record sheet: Studienrichtung lt. Studienblatt / Publizistik- und Kommunikationswissenschaft degree programme as it appears on the student record sheet: Betreut von / Supervisor: Mag. DDr. Julia Wippersberg II EIDESSTATTLICHE ERKLÄRUNG Ich, Miriam Rafenstein, erkläre hiermit an Eides statt, dass ich die vorliegende Arbeit selbstständig und ohne Benutzung anderer als der angegebenen Hilfsmittel angefertigt habe. Die aus fremden Quellen direkt oder indirekt übernommenen Gedanken sind als solche kenntlich gemacht. Die Arbeit wurde bisher in gleicher oder ähnlicher Form keiner anderen Prüfungsbehörde vorgelegt und auch noch nicht veröffentlicht. Wien, November 2018 Miriam Rafenstein III IV Gewidmet meinem Herz David, meinem klugen Bruder Florian, meinen liebevollen Eltern Renate und Michael sowie allen Freundinnen, Freunden und Bekannten für eure Inspiration, Unterstützung und den ermutigenden Worten. Ohne euch hätte ich es nicht geschafft. Vielen lieben Dank! Bussi V VI Inhaltsverzeichnis Abbildungsverzeichnis ..................................................................................................... X 1 Einleitung und Problemaufriss .................................................................................. 1 1.1 Fachbezug und kommunikationswissenschaftlicher Kontext ............................. 6 1.2 Forschungsleitende Fragestellungen ................................................................. 7 1.3 Forschungsstand ............................................................................................... 8 1.4 Aufbau der Arbeit ............................................................................................ 12 THEORETISCHER TEIL ............................................................................................... 14 2 Die Auftraggeber: Presse- und Öffentlichkeitsarbeit ................................................ 15 2.1 PR, ihre Ziele und wie sie diese erreichen ....................................................... 15 2.2 Politische Kommunikation ............................................................................... 19 2.3 Pressekonferenzen und Pseudo-Events ......................................................... 20 2.4 Resümee......................................................................................................... 23 3 Sie verbreiten es - (Digitaler) Journalismus ............................................................. 25 3.1 Aufgaben und Funktionen des Journalismus ................................................... 25 3.2 Videojournalismus ........................................................................................... 27 3.2.1 Medieninnovation Video – eine kurze Geschichte .................................... 28 3.2.2 Merkmale und Vorteile von Videos ........................................................... 29 3.2.3 Videoproduktion ....................................................................................... 31 3.2.4 Distribution von Videos ............................................................................ 33 3.3 Angebot und Nachfrage live übertragener Pressekonferenzen ........................ 37 3.4 Vermarktung der Aufmerksamkeit ................................................................... 45 3.5 Resümee......................................................................................................... 48 4 Wir schauen zu – Nutzung von Medien, Videos und Nachrichtenformaten ............. 50 4.1 Modelle und Theorien der Mediennutzung ...................................................... 50 4.2 Allgemeine Internetnutzung ............................................................................. 55 4.3 Nachrichtennutzung ........................................................................................ 57 4.4 Video und Web-TV Nutzung ............................................................................ 60 VII 4.5 Mobile Nutzung ............................................................................................... 62 4.6 Interaktion ....................................................................................................... 63 4.7 Exkurs: Aufmerksamkeit ................................................................................. 67 4.8 Resümee ........................................................................................................ 71 5 Die Faszination der Gleichzeitigkeit ........................................................................ 73 5.1 Allgemeines .................................................................................................... 73 5.2 Geschichte und Entwicklung von Echtzeitangeboten ...................................... 74 5.3 Die Faszination der Zeitgleichheit für Nutzer ................................................... 79 5.4 Faszinierend für Journalisten? ........................................................................ 82 5.5 Faszinierend für die PR?................................................................................. 87 5.6 Resümee ........................................................................................................ 88 6 Conclusio des theoretischen Teils .......................................................................... 90 EMPIRISCHER TEIL..................................................................................................... 92 7 Forschungsdesign .................................................................................................. 93 7.1 Erkenntnisinteresse ........................................................................................ 93 7.2 Forschungsfragen und Operationalisierung .................................................... 94 7.3 Gütekriterien ................................................................................................... 95 7.4 Methode .......................................................................................................... 96 7.5 Auswertungskategorien ................................................................................ 100 8 Auswertung und Darstellung der Ergebnisse ........................................................ 101 8.1 Kategorie A: Soziodemografische Daten ....................................................... 101 8.2 Kategorie B: Nachrichtennutzungsverhalten und Medienrepertoire ............... 102 8.2.1 Kategorie B1: Nachrichtennutzung ......................................................... 102 8.2.2 Kategorie B2: Nutzung von Sozialen Medien ......................................... 104 8.2.3 Kategorie B3: Leseverhalten von Artikeln auf Newsportalen und Kommentare ......................................................................................................... 105 8.3 Kategorie C: Rezeptionssituation einer live übertragenen Pressekonferenz . 106 8.3.1 Kategorie C1: Nutzungssituation ............................................................ 107 8.3.2 Kategorie C2: Motivation ........................................................................ 108 VIII 8.3.3 Kategorie C3: Erwartung an das Angebot .............................................. 110 8.3.4 Kategorie C4: Interaktion während und nach der Nutzung ..................... 110 8.3.5 Kategorie C5: Anschließendes Nachrichtennutzungsverhalten .............. 111 8.4 Kategorie D: Meinungen zu live gestreamten Pressekonferenzen ................. 112 8.4.1 Kategorie D1: Allgemeine Meinung zum Angebot .................................. 113 8.4.2 Kategorie D2: Meinung in Bezug auf Politik............................................ 113 8.4.3 Kategorie D3: Meinung in Bezug auf Journalismus ................................ 114 8.4.4 Kategorie D4: Meinung in Bezug auf Gesellschaft und Demokratie ........ 115 8.4.5 Kategorie D5: Empfehlung und Befürwortung ........................................ 115 8.4.6 Kategorie D6: Sprache ........................................................................... 116 9 Resümee und Methodenkritik ............................................................................... 118 10 Fazit und Ausblick............................................................................................. 122 11 Literaturverzeichnis ........................................................................................... 126 11.1 Monografien und Sekundärliteratur ............................................................... 126 11.2 Sammelbände ............................................................................................... 135 11.3 Onlinequellen und Zeitungsartikel ................................................................. 137 12 Anhang ............................................................................................................. 144 12.1 Interviewleitfaden .......................................................................................... 144 12.2 Transkription des Interviewprotokolls von Merlin ........................................... 147 12.3 Transkription des Interviewprotokolls von Damir ..........................................
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