Anti-Grünen-Kampagne zur Bundestagswahl 2021. Analyse und Bewertung der Merkmale, Kommunikationskanäle und Ergebnisse
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Anti-Grünen-Kampagne zur Bundestagswahl 2021. Analyse und Bewertung der Merkmale, Kommunikationskanäle und Ergebnisse

Anti-Grünen-Kampagne zur Bundestagswahl 2021. Analyse und Bewertung der Merkmale, Kommunikationskanäle und Ergebnisse


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About the Book

Studienarbeit aus dem Jahr 2022 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Universität des Saarlandes, Sprache: Deutsch, Abstract: Negative campaigning - also das Diskreditieren des politischen Gegners - ist eine Form der Kampagnenkommunikation. Wissenschaftliche Analysen zeigen, dass Negativ-Kampagnen schon immer zu deutschen Wahlkämpfen gehörten. An der Kampagne gegen die Grünen ist jedoch das groß angelegte Ausmaß neu, mit dem versucht wurde, das Wahlergebnis zu beeinflussen. Aus diesem Grund lohnt sich eine nähere Betrachtung der Anti-Grünen-Kampagne zur Bundestagswahl 2021: Welche Merkmale prägen sie? Und war sie erfolgreich? Diese Fragen untersucht die vorliegende Arbeit, indem die Negativ-Kampagne zunächst analysiert und im zweiten Schritt bewertet wird. Der Aufbau der Arbeit ist wie folgt: Als Grundlage werde die Begriffe "Kampagnenkommunikation", "Wahlkampfkommunikation" und "Negative Campaigning" definiert. Daran anschließend erfolgt die Beschreibung der Kampagne. Näher betrachtet werden der Anlass, Auftraggeber, Gegner sowie Ziele und Zielgruppen. Die Analyse und Bewertung der Kampagne erfolgt in zwei Schritten entlang der Kriterien Problemanalyse, Strategie, Botschaften, Kanäle und Instrumente sowie Kosten und Evaluation. Die Bewertung ist gewichtet. Die Arbeit schließt mit einem Fazit. Mitten im Bundestagswahlkampf 2021 staunten Bürger, politische Vertreter und Journalisten nicht schlecht: In 50 Großstädten Deutschlands hingen über 3.500 zusätzliche Plakate in der farblichen Aufmachung der Partei Bündnis 90/Die Grünen. Anstatt die Partei zu bewerben, sollten sie ihr jedoch schaden. "Klimasozialismus", "Ökoterror", "Arbeitsplatzvernichtung" lauteten die Schlagwörter, die unter dem Motto "GrünerMist" die Grünen kritisierten. Der Wirbel war groß Deutsche, aber auch internationale Medien berichteten über die Kampagne auf ihren Titelseiten beziehungsweise an vorderster Stelle auf ihren Online-P


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Product Details
  • ISBN-13: 9783346808530
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 22
  • Spine Width: 1 mm
  • Width: 148 mm
  • ISBN-10: 334680853X
  • Publisher Date: 26 Jan 2023
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 91 gr


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Anti-Grünen-Kampagne zur Bundestagswahl 2021. Analyse und Bewertung der Merkmale, Kommunikationskanäle und Ergebnisse
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