Die Branche hält den Atem an: “Die MTV Networks-Studie “Generation NICK” wirft einen Blick in Deutschlands Kinderzimmer”, so die vollmundige Ankündigung der gestrigen Pressemitteilung des Senders. Als Betroffener kann ich nur sagen: Das sollte sie sich nochmal gut überlegen. Die in der Studie behandelten Fragen aber lassen in der Tat die Pupillen jedes Jugendmarketing-Interessierten in freudiger Erregung zumindest leicht weiten: “Wie sind die Kids von heute? Welches Bewusstsein haben sie gegenüber Marken und Werbung oder dem gesellschaftlichen Geschehen? Wie gestaltet sich die Mediennutzung? Welchen Stellenwert hat die Familie?” Ich wurd´ schon ganz wuschig.
Also: Ein wenig Bandbreite investiert und die geschmeidigen 42 MB waren auf der Festplatte. Schön bunt. 62 Seiten. Nicht übel.
Doch wie stehts es mit dem Erkenntnisgewinn? Nun, die Studie hat zehn Profile ausgearbeitet, in bester Werber-Gossensprache “Mindsets” genannt, denen unser aller Kids zugeordnet werden können. Hier finden sich Wortschöpfungen wie Family Kids, Smarte Schüler, Medien Nomaden, Tech-ies, Phone-ies oder, besonders gelungen, Brand Brains. Sie alle unterscheidet einiges, verbindet vieles und charakterisiert um so mehr. Die Studie sagt, warum. Erhellend? Nicht unbedingt. Sagen wir wohlwollend: Interessant.
Nachdem diese, nicht allzu schwere Kost zügig verdaut war, wanderte der Blick wie gewohnt auf die Erhebungsmethode. In gebührender Breite erläutern die Schaffer, dass sämtliche Erkenntnisse aus Sekundärforschung, Medienbeobachtung, Kindertagebüchern, Experteninterviews und Workshops mit 58 (in Worten: achtundfünfzig) Kids gewonnen worden. Achtundfünfzig. In den zitierten “Experteninterviews” wurden “eine Reihe von Fachleuten, die sich entweder wissenschaftlich oder direkt mit Kindern beschäftigen, eingehend interviewt”. Also Tagesmütter, Schülerlotsen, Handballtrainer und Hausmeister an Gesamtschulen? Ein Schlag ins Gesicht aller seriöser Meinungsforschern.
Was bleibt? Eine trotz allem recht kurzweilige Lektüre und eine weitere “Studie”, die ihren PR-Zweck wohl erfüllen wird. Zumindest die vielen Zitate und Extrakte aus anderen Studien, die sogenannten “Evidences” (dtsch.: Belege, Beweise. Ich helfe ja gern), sind sicher lesenswert und bisweilen lehrreich. Der Rest: schön bunt.
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