Rhetorik des Framings

Rhetorik des Framings

Benedikt Dreher, Joachim Knape (Hg.)

Rhetorik des Framings

Empirische Untersuchung zum Social Marketing

Neue Rhetorik, Band 23

ISBN
9783896936653
Erschienen
2016
Sprache
Deutsch
Bindung
gebunden
Seiten
398
Abbildungen
11
Format
14,8 × 21,0 cm (B × H)
Zitieren
Downloads
Preis
86,00 €

Zum Inhalt

Diese Studie zu einem Fall des Social Marketings (Raucherwarnung) untersucht empirisch den Einfluss von Kontextrahmungen auf die Wirkung von Argumenten in Werbezusammenhängen. In theoretischer Hinsicht geht es dabei um grundsätzliche Fragen: Was ist Framing? Wie lässt sich dieses Instrument taktisch einsetzen, um die Wahrnehmung eines Sachverhalts zu beeinflussen? Wie verhalten sich psychologische und rhetorische Bedingungen zueinander? Mit welchen Theoriemodellen kann man arbeiten? Die Ergebnisse der empirischen Untersuchung auf Basis einer Sprach- und Bild-Framing-Studie erlauben schließlich den Entwurf einer umfassenden Konzeption für ein zielgruppengerechtes Frame-Management unter rhetorischer Perspektive.

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