englischMediatization is of the most successful yet most often discussed approaches used in media and communication studies. The issues of media change and societal change are central in this respect, with two traditions having developed, which examine the role of the media in our modern society in [...]

englischWhy do we assume that others are heavily influenced by the media, indeed even more so than we are ourselves? What effects does this assumption have on our own thinking and behaviour? Research into the third-person effect, which by now is regarded as one of the key concepts in research [...]

englischGatekeeping is one of the most prominent approaches of news selection. Originally, the approach focuses on the question what information is selected by journalists for public distribution via mass media and which factors are affecting this information selection. New and diverse forms of [...]

englischWhat are opinion leaders? How do they exert social influence? What effects do they have on the formation of opinions? How is opinion leadership in online contexts different from opinion leadership in direct social interaction?

This book presents an overview of opinion leadership as a social [...]

Wie nutzen Menschen die Medien im Alltag? Und wie werden Medien alltäglich? D.h. welche Prozesse der Einordnung dieser ursprünglichen „Fremdkörper“ in die vorhandenen Wertewelten, die existierenden Routinen, etc. finden statt? Diese Fragen beschäftigen den Domestication- bzw. Domestizierungsansatz. [...]

englischHow do we interact with newsreaders, stars and other media figures who appear on television and in other forms of the media? How do our relationships to them develop? Research on parasocial interaction and relationships strives to answer these questions. The second edition of this textbook [...]

englischMany people spend a considerable amount of their time using media. Presence denotes the experience of being in this mediated environment – either alone or with some other (human) being, even when one is physically situated in another. In a similar vein, involvement denotes the intense [...]

englischHow do innovations spread across society? What role do communication channels play in this process? Which factors influence the successful diffusion of an innovation? What are the specifics of the diffusion of media innovations? How does news spread across society?

Diffusion theory deals [...]

englischHow do advertising and other attempts to influence affect opinions, attitudes, and behavior? The question “how persuasion works” is of still increasing importance for corporations and social science alike. The Elaboration Likelihood Model is one of the most prominent and most frequently [...]

englischCase examples are a common stylistic device in journalistic writing. This volume, now available in its second edition, provides an overview of research into the effects of such examples on the general public’s attitudes and their conceptions of reality. In particular, this line of research [...]