Medientheorie Slides
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![Page 1: Medientheorie Slides](https://reader034.fdocument.pub/reader034/viewer/2022051400/55850efcd8b42ab60a8b4b25/html5/thumbnails/1.jpg)
MedientheorieTag 1
FH Kufstein
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Über meine Arbeit
2013 Rising Star
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Nachrichtenfaktoren• Überraschung (oddity)
• Sensationismus
• Etablierung
• Dauer
• Struktur
• Relevanz
• Schaden
Nach Lippmann, 1920er
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Nachrichtenfaktoren• Nicht mehr passiver Redakteur sondern
auswählender Nachrichtenmacher
Nach Schulz, 1970er
• Zeit
• Nähe
• Status
• Dynamik
• Valenz
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Edward Saatchi
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War of the World
http://www.youtube.com/watch?v=Xs0K4ApWl4g
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War of the World
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War of the WorldFar fewer people heard the broadcast—and fewer still panicked—than
most people believe today. How do we know? The night the program aired, the C.E. Hooper ratings service telephoned 5,000 households for its
national ratings survey. “To what program are you listening?” the service asked respondents. Only 2 percent answered a radio “play” or “the Orson Welles program,” or something similar indicating CBS. None said a “news broadcast,” according to a summary published in Broadcasting. In other words, 98 percent of those surveyed were listening to something else, or
nothing at all, on Oct. 30, 1938. This miniscule rating is not surprising. Welles’ program was scheduled against one of the most popular national programs at the time—ventriloquist Edgar Bergen’s Chase and Sanborn
Hour, a comedy-variety show.
SLATE: The Myth of the War of the Worlds Panic
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Axiome
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Vier Seiten einer Nachricht
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Framing
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MedientheorieTag 2
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Wiederholung
• Was macht ein Ereigniss zu einer (Zeitungs)nachricht?
• Medienwirkungstheoriegeschichte
• Filter Bubble
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Media Bias: WKR Ball
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Media Bias• Die "Schlagseite" von Medien
• Personalisierung
• Dramatisierung
• Fragmentisierung
• Ökonomisierung
• "Horse Race"-ing
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Chomsky: Propaganda Model
http://youtu.be/4YDiJA2_oZY
• Was sind Gemeinsamkeiten/was Unterschiede zur österreichischen Situation?
• Was sind Themen, die in Europa gefiltert werden?
• In welchen Bereichen sind die Filter schlimmer geworden, wo besser?
• Was ist ihre Kritik an der Dokumentation?
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Filter: Quellen• Österreichischer Mineralwasserradar
• ExpertInnen (PR, Meinungsforschung, PolitikberaterInnen)
• WKÖ, AK, IV
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Edward Bernays
http://www.sueddeutsche.de/politik/die-geburt-der-pr-der-beginn-des-doktor-spin-1.929018
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Medienlandschaft in .at
http://www.slideshare.net/KarinThiller/die-sterreichische-medienlandschaft-sept
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Storytelling• Robert Reich's 4 Narratives
• Rot at the top
• Mob at the Gates
• Triumphant Individual
• Benevolent Community
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Storytelling
• Setting
• Herausforderung
• Entscheidung
• Lösung
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Speechwriting• Monroe's Motivated Sequence
• Attention
• Problem
• Solution
• Vision
• Ending
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Speechwriting• Monroe's Motivated Sequence
• Attention
• Problem
• Solution
• Vision
• Ending
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MedientheorieTag 3
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Wiederholung• Media Bias
• Propaganda Modell
• Edward Bernays
• Medienlandschaft in .at
• Storytelling
• Redenschreiben
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Framing
• Aspirin hat zu 49% Erfolg bei Behandlungen
• Thomapirin hat zu 51% Miserfolg bei Behandlungen
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Framing• Words that work
• Buzzfeed
• Upworthy
• Kahnemann: Framing Effekt
• Jobs vs. Umweltschutz
• Staat als Haushalt
• Illegale vs. Undokumentierte
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Priming/Agenda Setting
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Das Echo-Prinzip
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MEINE THESE
• Nicht (vieles) ist neu.
• Menschliches Handeln verändert sich nicht.
• Es wird veröffentlicht. !
Im Social Web passiert die unmittelbare Umsetzung von
Emotion in (der) Öffentlichkeit.
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Öffentlicher Diskurs
Was in der Zeitung steht, findet stattnicht
nicht
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Öffentlicher Diskurs
Diskurs wird veröffentlicht
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veröffentlichte Meinungöffentliche Meinung
Das Echo-Prinzip
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ECHOKAMMERN
(Traditionelle)
Medien2.0
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ECHOKAMMERN
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82%
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NACHRICHTENKONSUM
• Wenn sich Nachrichtenquellen nicht ändern, was ändert sich dann?
• Nachrichtenkonsum
• von 1/5 zu 24/7 zu 3600/24
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Vom Monolog zum Dialog
• Willkommen im Rattenkäfig
• 3 Dimensionen der Kommunikation Online
Richtung Aktivität Kontrolle
1D Info 1 weg Senden Locker
2D Aktion 2 weg Austauschen
Locker/Entspannt
3D Gemein-schaft 3 weg Netzwer
ken Chaos
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13 Prinzipien der Onlinekommunikation8. Shareability 9. Liefere Content 10. Viralität 11.Beziehungen
aufbauen 12. Interaktion >
Information 13. Erzähle Geschichten
!
1.Testen 2.Sei offen und
transparent 3.Sei authentisch 4.Sei persönlich, nicht
privat 5.Denke integriert 6.Kommuniziere
emotionalisierend 7.Online Action muss
offline Wirkung haben
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Nachrichtenkonsum 2.0
Öffentlichkeit
(Traditionelle)
Medien
Unternehmen/Organisation
2.0
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LONG TAIL
• Chris Anderson: The Long Tail: Why the Future of Business Is Selling Less of More.
• Lagerraum wird immer billiger.
• 80:20 Regel
• Was heißt das für uns?
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Phasen
Die Basis
Zuhören
Involvieren
Mobilisieren
Informieren
Aufbauen
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Filter Bubble
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Netzeutralität
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Search Engine Optimization h
• Hausbacken
• Wiki
• Blog
• Kauf deine URL
• Echte Namen reservieren
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Search Engine Optimization h
• Hausbacken
• Wiki
• Blog
• Kauf deine URL
• Echte Namen reservieren
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Menschen etwas zu tun geben
1
Die Botschaften
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Menschen etwas zu tun geben
ABER was?!
Die Botschaften
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Like this
Share this
Sign this
Hold accountable
Add your name
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Die Kanäle
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Testen
1
Die Botschaften
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Die Kanäle
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A BI will be outspent The one thing the
polls got right
Donation Rate
% >Donation Rate
%Die Kanäle
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Die Kanäle
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Visualisieren
Die Botschaften
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Die Botschaften
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BEST CASES
• United Breaks Guitars
• It gets better
• Integrationsstaatssekretär
• Nescafe - Clooney
• VW - The rebellion
• BPGlobalPR/Werner Failman
• TipEx
• Heineken
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Twitter Studie
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Cluetrain Manifesto• Markets are conversations
• Markets consist of human beings, not demographic secotrs
• Conversations sound human
• The Internet is enabling conversation
• As a result, markets are getting smarter, more informed, more organiyed.
• There are no secrets
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Cluetrain Manifesto• Companies need to realiyed their markets are ofent
laughing. At them
• Companies need to lighten up and take themselves less seriously.
• Companies must share concerns of communities
• First, they must belong to a community