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Wahlwerbung im Radio

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Product Details

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658039271
Condition
New
Product Description

Das Radio ist, zusammen mit dem Fernsehen, das mit Abstand meist genutzte Medium in Deutschland. Auch die bundesdeutschen Parteien nutzen es hufig fr ihre Werbung im Vorfeld von Wahlen. Trotzdem fhrt Wahlwerbung im Radio im Gegensatz zu Wahlwerbung auf und in anderen Trgermedien (z.B. Fernsehen, Internet) ein sozialwissenschaftliches Schattendasein. Vor diesem Hintergrund klrt Peter Brck die allgemeinen Voraussetzungen fr Wirkungen von Wahlwerbung im Radio und erarbeitet ihre speziellen Wirkmechanismen. Er untersucht die Intentionen und Strategien der Parteien sowie ihre Wirkungen auf die Rezipienten aus politikwissenschaftlicher Perspektive und unter Beachtung der Befunde aus Kommunikations- und Werbeforschung.

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