Persuasionstechniken und Meinungsführung rechtspopulistischer Parteien in sozialen Medien
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Persuasionstechniken und Meinungsführung rechtspopulistischer Parteien in sozialen Medien

Persuasionstechniken und Meinungsführung rechtspopulistischer Parteien in sozialen Medien


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About the Book

Bachelorarbeit aus dem Jahr 2017 im Fachbereich Medien / Kommunikation - Medien und Politik, Pol. Kommunikation, Note: 1,3, Universität Wien, Veranstaltung: Publizistik und Kommunikationswissenschaften, Sprache: Deutsch, Abstract: Das generelle Ziel dieser Forschungsarbeit war es zu untersuchen, inwiefern rechtspopulistische Parteien, am Beispiel der Partei der Alternative für Deutschland, persuasiv über soziale Netzwerke kommunizieren. Mit fortschreitender Technik der Kommunikation im privaten und öffentlichen Bereich ergeben sich sowohl für Individuen als auch für die Gesamtgesellschaft neue Handlungsoptionen. Im Bereich politischer Kommunikation bekommt der Begriff Massenkommunikation dadurch neue Bedeutungen. So wird seit drei Jahren das soziale Netzwerk Facebook von der AfD als primärer Kommunikationskanal verwendet. Für diese Forschung ausschlaggebend waren die außergewöhnlichen Wahlerfolge einer derart jungen Partei (nur zwei Jahre nach Gründung mit 7% der Wählerstimmen in das europäische Parlament eingezogen), die keinerlei Repräsentativität in den traditionellen Massenmedien genießt. Besonderes Interesse bestand allerdings nicht primär in der Wirkung kommunikativer Inhalte bei den Rezipienten, sondern auf Seiten des Kommunikators. Welche Techniken werden in der parteiinternen politischen Kommunikation zur Wählerstimmengewinnung angewandt und durch welche Merkmale äußert sich dieser Vorgang. Den Kontext des Untersuchungsgegenstandes bildete der Wahlkampf für die Bundestagswahl im September 2017. Die Annahme war es durch den theoretischen Zugang der sechs Werte der Persuasion, aufgestellt vom amerikanischen Sozialpsychologen Robert Cialdini, mit Hilfe einer quantitativen Inhaltsanalyse untersuchen zu können, welcher dieser universellen Werte enthalten ist. Dabei wurde der Wert der "Konsistenz" auf Grund fehlenden Bezugs nicht mit in die Forschung einbezogen, da dieser nicht relevant für eine Untersuchung zu einem Massenmedium ist. Die Ergebnisse der Untersu


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Product Details
  • ISBN-13: 9783346499257
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 52
  • Spine Width: 3 mm
  • Weight: 132 gr
  • ISBN-10: 3346499251
  • Publisher Date: 29 Aug 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Eine Inhaltsanalyse der Facebook-Beiträge der Alternative für Deutschland im Zeitraum vom 19.05.2017 bis zum 27.07.2017
  • Width: 148 mm


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