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Grundlagen der Persuasionsforschung

Konzepte, Theorien und zentrale Einflussfaktoren

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Handbuch Medienwirkungsforschung

Abstract

Die kommunikationswissenschaftliche Persuasionsforschung beschäftigt sich vorrangig mit der Frage, wie Medieninhalte Einstellungen der Rezipienten beeinflussen. Fokussierte die Forschung in der Anfangsphase lineare und starke Einstellungsänderungen, so führten empirische Befunde und theoretische Weiterentwicklungen dazu, dass heute ein wesentlich differenzierteres Bild vorliegt: Wirkungen sind das Resultat multipler und hoch komplexer Prozesse, die durch eine Vielzahl von intervenierenden Faktoren – wie etwa dem Involvement des Rezipienten oder der Glaubwürdigkeit des Kommunikators – beeinflusst werden. Im Beitrag werden zunächst eine historische Einordnung des Forschungsfeldes vorgenommen und die zentralen Begriffe Persuasion und Einstellung defi niert. Die wichtigsten Persuasionsansätze werden vorgestellt. Ebenso wird aufgezeigt, welche Prozesse des Widerstands und der Korrektur Individuen einsetzen, um sich gegen Persuasion zu schützen. Schlieβlich wird eine Übersicht über die wichtigsten intervenierenden Personen-, Kommunikator-, Botschafts- und Kontextfaktoren geboten.

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Authors and Affiliations

  1. Institut für Publizistikwissenschaft und Medienforschung (IPMZ), Universität Zürich, Zürich, switzerland

    Prof. Dr. Werner Wirth & Rinaldo Kühne

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  1. Prof. Dr. Werner Wirth
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  2. Rinaldo Kühne
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Correspondence to Werner Wirth .

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  1. Ilmenau, Thüringen, Germany

    Wolfgang Schweiger

  2. Inst. f. Kommunikationswiss. u. Medienf., Univ. München, Oettingenstr. 67, München, 80538, Germany

    Andreas Fahr

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Wirth, W., Kühne, R. (2013). Grundlagen der Persuasionsforschung. In: Schweiger, W., Fahr, A. (eds) Handbuch Medienwirkungsforschung. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-531-18967-3_16

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  • DOI: https://doi.org/10.1007/978-3-531-18967-3_16

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