Values of German Media Users

1986 – 2007

  • Authors
  • Merja Mahrt

Table of contents

  1. Front Matter
    Pages 1-19
  2. Merja Mahrt
    Pages 21-24
  3. Merja Mahrt
    Pages 25-56
  4. Merja Mahrt
    Pages 57-81
  5. Merja Mahrt
    Pages 83-96
  6. Merja Mahrt
    Pages 107-116
  7. Merja Mahrt
    Pages 117-126
  8. Merja Mahrt
    Pages 127-131
  9. Back Matter
    Pages 133-148

About this book


Values are central concepts across all social sciences. Communication and media research, however, has not systematically contributed to the field. Merja Mahrt addresses questions on the relationship between mediated value patterns and values of the audience. What role do values play in selective exposure? How are genre and channel preferences intertwined with individual values? What changes does the drastic expansion of a media system bring about? The author analyzes large-scale representative surveys, covering German media users from 1986 to 2007. She finds patterns linking social and materialist values with preferences and usages of print and electronic media. Implications for the role of values in behavior and in media planning are discussed.
This book is essential reading for researchers and students from the social sciences, in particular communication and media sciences, interested in a deeper understanding of values.


Dualer Rundfunk Fernsehen Massenmedien Werte Wertewandel media

Bibliographic information

  • DOI
  • Copyright Information VS Verlag für Sozialwissenschaften | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2010
  • Publisher Name VS Verlag für Sozialwissenschaften
  • eBook Packages Humanities, Social Sciences and Law
  • Print ISBN 978-3-531-17299-6
  • Online ISBN 978-3-531-92256-0
  • Buy this book on publisher's site