Suchergebnisse

Der vorliegende Beitrag ist ein Teilbericht zur Parlamentsstudie 1980 des Zentralinstitutes für Jugendforschung der DDR. Er enthält Angaben zur Wirkung von Massenmedien in der DDR auf Jugendliche. Als Auftrag der Massenmedien in der DDR geben die Autoren die "Erziehung des Volkes im Geiste des Sozialismus und die Befriedigung geistig-kultureller Bedürfnisse der Werktätigen" an. In diesem Zusammenhang diskutieren sie folgende Untersuchungsergebnisse: (1) Zeitaufwand für die Mediennutzung in Stunden pro Woche bei Fernsehen, Lesen, Radiohören und Kinobesuch; (2) den Prozentsatz der nahezu täglichen Leser der offiziellen Jugendzeitschrift "Junge Welt" 1968, 1972, 1976 und 1978; (3) die Stabilität und Veränderung der politisch-ideologischen Haltung bei jungen Arbeitern in Abhängigkeit vom Empfang politischer Information aus der DDR und der Bundesrepublik. Im Anhang werden sechs Tabellen zur Rezeption von Fernsehsendungen im Vergleich zwischen West- und Ostfernsehen beigefügt sowie zwei Tabellen zum Leseverhalten der DDR-Jugend. (ICC)

Die Expertise zur Vorbereitung der Kulturkonferenz der FDJ beinhaltet Erkenntnisse des Zentralinstituts für Jugendforschung der DDR zur Kulturfunktion der Massenmedien. Unter der Prämisse, daß die Gesamtprogramme der Medien sowie fast alle Presseorgane zur Persönlichkeitsentwicklung der Jugend beitragen müssen, behandelt die Expertise folgende Thematiken: (1) Die Rolle der Massenmedien im kulturellen Alltag Jugendlicher; (2) Probleme der Herausbildung von Erwartungen gegenüber Kunst und Literatur; (3) die Verantwortung der Massenmedien für die Entwicklung von Kunstverständnis und der Fähigkeit, mit Kunstwerken zu kommunizieren; (4) das Problem der Wirksamkeit der Massenmedien und sich daraus ergebende Schlußfolgerungen. Die Autoren bemerken abschließend, daß erfolgreiche Einwirkungsmöglichkeiten auf Jugendliche nur durch langfristige Aktivitäten der Massenmedien im Zusammenhang mit solchen der FDJ-Organisationen, der Schule und anderen Institutionen realisiert werden können. (ICC)

Ausgehend von Beispielen aus den verschiedenen Anfragen von Medienvertretern an Psychologen werden Überlegungen zur Rolle von Psychologen in den Medien angestellt. Dabei wird auf die folgenden Fragen eingegangen: (1) Welche gesellschaftlichen Hintergründe können solche Anfragen von Medienvertretern haben? (2) Welche Kriterien lassen sich finden, um unsinnige bzw. nicht zu beantwortende Anfragen von sinnvollen zu trennen? (3) Welche Form der Antwort lässt sich mit den Standards der Psychologie als Wissenschaft vereinbaren?

The spread of Internet and the development of electronic mass media have made a significant impact on traditional mass media means. The circulation of newspapers and broadcast media ratings have been falling down. As a result, mass media journalists and researchers have started searching for ways for traditional mass media to retain its audience. They all have come to conclusion that readers, viewers and listeners should be involved into the formation of the mass media content. However, this is possible to happen only if journalists and editors devote more attention to the audience's feedback – the reflection of the public agenda. The object of this work is an overview of Lithuanian newspapers of the last three years. The goal of this work is to investigate the reflection of the audience's feedback in the Lithuanian mass media. The tasks of this work are: to distinguish direct and indirect feedback, to analyze positive and negative feedback's impact to mass media content; to explain the impact of public agenda; to analyze the conditions for a two-way communication model in the mass media; to expose the feedback as a competitive advantage; to research the content of two Lithuanian newspapers to estimate the effectiveness of feedback in Lithuanian mass media. The research findings have revealed that Lithuanian newspapers use several means of feedback. However, the latter is not published on the daily basis. Furthermore, different sources of feedback were discovered in the newspapers. Feedback was coming from mass media audience, various political institutions and media regulation organizations. In addition, it was discovered that newspapers use feedback not only to investigate the needs of audience or to generate ideas for new topics. Feedback is also used to endorse editors' point of view and is a back-up of an open criticism. Finally, the research has also demonstrated that feedback is rarely used to form the content of newspapers. Consequently, there are no favorable conditions for a two-way communication model in the Lithuanian mass media. Today's Lithuanian mass media, being apathetic to the public interest, unwilling to search for new opportunities to improve media quality, and lacking differentiating outlooks, demonstrates that feedback does not play a major role in the Lithuanian newspapers.

The spread of Internet and the development of electronic mass media have made a significant impact on traditional mass media means. The circulation of newspapers and broadcast media ratings have been falling down. As a result, mass media journalists and researchers have started searching for ways for traditional mass media to retain its audience. They all have come to conclusion that readers, viewers and listeners should be involved into the formation of the mass media content. However, this is possible to happen only if journalists and editors devote more attention to the audience's feedback – the reflection of the public agenda. The object of this work is an overview of Lithuanian newspapers of the last three years. The goal of this work is to investigate the reflection of the audience's feedback in the Lithuanian mass media. The tasks of this work are: to distinguish direct and indirect feedback, to analyze positive and negative feedback's impact to mass media content; to explain the impact of public agenda; to analyze the conditions for a two-way communication model in the mass media; to expose the feedback as a competitive advantage; to research the content of two Lithuanian newspapers to estimate the effectiveness of feedback in Lithuanian mass media. The research findings have revealed that Lithuanian newspapers use several means of feedback. However, the latter is not published on the daily basis. Furthermore, different sources of feedback were discovered in the newspapers. Feedback was coming from mass media audience, various political institutions and media regulation organizations. In addition, it was discovered that newspapers use feedback not only to investigate the needs of audience or to generate ideas for new topics. Feedback is also used to endorse editors' point of view and is a back-up of an open criticism. Finally, the research has also demonstrated that feedback is rarely used to form the content of newspapers. Consequently, there are no favorable conditions for a two-way communication model in the Lithuanian mass media. Today's Lithuanian mass media, being apathetic to the public interest, unwilling to search for new opportunities to improve media quality, and lacking differentiating outlooks, demonstrates that feedback does not play a major role in the Lithuanian newspapers.

The article attempts to show how the role of the mass media is changing in the field of politics today: it is no longer the institution that informs society or provides us with values and norms of behaviour and understanding, but itself becomes a political and ideological agent that exists in parallel with the political parties, competes with them and attempts to replace them in the political field. In modern society, the ideological expansion is only possible as media expansion. For this reason political parties or their ideologies compete today not only among themselves, but are also forced to compete with the mass media as a political power with an ideology of its own. Although it is hard to define (which is characteristic of the political structure of postmodern times), it influence on the society, its preferences in politics, and its choices of values is intensive and effective. As the mass media perceives its power and its new political and ideological opportunities, in the near future we will be forced to put up with it not only as the structure organising the flow of information, but also as an independent political agent with its own political interest, organization structure and interests directed at the processes of political decision- making, and not at the elucidation of those processes via the channels of information. In this way the mass media is changing and turning from a structure that represents the views and positions of the public into a structure that represents public interest in relation to power. It is becoming the key instrument in the organisation of political life and rendering meaning to it. At the same time the activity of the mass media arrests and paralyses the activity of the individual. People could themselves find out what the mass media provides, but at a considerably higher cost in time, energy and money. Thus the mass media deprives us of the will to learn and act independently. [.]

The article attempts to show how the role of the mass media is changing in the field of politics today: it is no longer the institution that informs society or provides us with values and norms of behaviour and understanding, but itself becomes a political and ideological agent that exists in parallel with the political parties, competes with them and attempts to replace them in the political field. In modern society, the ideological expansion is only possible as media expansion. For this reason political parties or their ideologies compete today not only among themselves, but are also forced to compete with the mass media as a political power with an ideology of its own. Although it is hard to define (which is characteristic of the political structure of postmodern times), it influence on the society, its preferences in politics, and its choices of values is intensive and effective. As the mass media perceives its power and its new political and ideological opportunities, in the near future we will be forced to put up with it not only as the structure organising the flow of information, but also as an independent political agent with its own political interest, organization structure and interests directed at the processes of political decision- making, and not at the elucidation of those processes via the channels of information. In this way the mass media is changing and turning from a structure that represents the views and positions of the public into a structure that represents public interest in relation to power. It is becoming the key instrument in the organisation of political life and rendering meaning to it. At the same time the activity of the mass media arrests and paralyses the activity of the individual. People could themselves find out what the mass media provides, but at a considerably higher cost in time, energy and money. Thus the mass media deprives us of the will to learn and act independently. [.]

The article attempts to show how the role of the mass media is changing in the field of politics today: it is no longer the institution that informs society or provides us with values and norms of behaviour and understanding, but itself becomes a political and ideological agent that exists in parallel with the political parties, competes with them and attempts to replace them in the political field. In modern society, the ideological expansion is only possible as media expansion. For this reason political parties or their ideologies compete today not only among themselves, but are also forced to compete with the mass media as a political power with an ideology of its own. Although it is hard to define (which is characteristic of the political structure of postmodern times), it influence on the society, its preferences in politics, and its choices of values is intensive and effective. As the mass media perceives its power and its new political and ideological opportunities, in the near future we will be forced to put up with it not only as the structure organising the flow of information, but also as an independent political agent with its own political interest, organization structure and interests directed at the processes of political decision- making, and not at the elucidation of those processes via the channels of information. In this way the mass media is changing and turning from a structure that represents the views and positions of the public into a structure that represents public interest in relation to power. It is becoming the key instrument in the organisation of political life and rendering meaning to it. At the same time the activity of the mass media arrests and paralyses the activity of the individual. People could themselves find out what the mass media provides, but at a considerably higher cost in time, energy and money. Thus the mass media deprives us of the will to learn and act independently. [.]