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Books > Reference & Interdisciplinary > Communication studies
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Values of German Media Users 2010 (Paperback, 2010 ed.)
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Values of German Media Users 2010 (Paperback, 2010 ed.)
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Values of German media users, 1986-2007 Values have been discussed
in connection to the changes brought to the German TV landscape
since the introduction of the dual system in 1984. Yet, on such
occurrences arguments have rarely, if at all, been based on
reliable information about differences in televised values. Nor
have values of the audience of channels or genres been considered.
This study offers a starting point for such an endeavor, focusing
on the role values play for people's media choices. In a
theoretical overview, values are situated in a framework of
overlapping spheres that influence people in the adoption of
values. Social learning is the main mechanism behind this process
of socialization. Values define what is desirable or not and how
one should behave in a given situation according to the rules of
one's society. As stable basic traits close to an individual's
personality, values play a part in the building of motives that
finally result in behavior. With regard to media, a
well-established gratification of media use is the reinforcement of
one's own values and worldviews. Based on the finding that mediated
value patterns differ across outlets and types of content, I assume
that different values should lead people do prefer different media
over others.
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