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Kommunikationsfunktionen im Mehrebenensystem Hochschule

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Forschungsfeld Hochschulkommunikation

Zusammenfassung

In diesem Kapitel präsentieren wir einige Beobachtungen bezüglich der sich verändernden Kommunikationsfunktion von Universitäten. Hierbei werden wir in drei Schritten vorgehen: Zunächst untersuchen wir den historischen Trend des „New Public Management“ (NPM) und wie diese Logik den Universitäten eine Fülle an Lobbying-, Branding- und Marketingtaktiken zur Verfügung stellt. Dann geben wir einen Überblick über die empirischen Studien zur Kommunikation auf der Makro-Ebene der Universität, der Meso-Ebene von Forschungsinstituten und der Mikro-Ebene individueller WissenschaftlerInnen und behandeln die Frage, wie diese auf die Herausforderungen des NPM reagieren. Schließlich berichten wir über ein Forschungsprojekt mit Fokus auf die Meso-Ebene, zu der bis heute nur wenig empirische Befunde vorliegen. Wir identifizieren acht Trends zur Kommunikationsfunktion von Universitäten und acht daraus resultierende Forschungsfragen und fragen nach der diesbezüglichen Rolle der Wissenschaftskommunikation.

Wir danken Maximilian Heitmayer, doktorierend an der LSE und mit Marta im gleichen Büro sitzend, für die flüssige und zeitgemäße deutsche Übersetzung.

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Authors and Affiliations

  1. Department of Psychological and Behavioural Science, LSE, London, UK

    Marta Entradas & Martin W. Bauer

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  1. Marta Entradas
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  2. Martin W. Bauer
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Correspondence to Marta Entradas .

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Editors and Affiliations

  1. Berlin-Brandenburgische Akademie der Wissenschaften, Berlin, Berlin, Germany

    Birte Fähnrich

  2. Departement für Kommunikationswissenschaft und Medienforschung, Université de Freiburg, Freiburg, Switzerland

    Julia Metag

  3. Department für Agrarökonomie und Rurale Entwicklung, Georg-August-Universität Göttingen, Göttingen, Niedersachsen, Germany

    Senja Post

  4. Institut für Kommunikationswissenschaft und Medienforschung, Universität Zürich, Zürich, Switzerland

    Mike S. Schäfer

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Entradas, M., Bauer, M.W. (2019). Kommunikationsfunktionen im Mehrebenensystem Hochschule. In: Fähnrich, B., Metag, J., Post, S., Schäfer, M. (eds) Forschungsfeld Hochschulkommunikation. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-658-22409-7_5

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