“Jugendliche lesen doch” rauscht es derzeit im digitalen Blätterwald. 87 Prozent der 12- bis 19-Jährigen Jugendlichen greifen nach wie vor zur Zeitschrift. Angeblich. Dies ist eine Erkenntnis der noch druckfrischen, traditionsreichen Verbraucheranalyse VA 2008. Eine nicht ganz so lange Tradition hat die bemerkenswerte Timescout-Studie der Jugendmarketingagentur tfactory. Auch sie untersuchte unlängst das Mediennutzungsverhalten der deutschen Jugend. Hört, hört: “Gerade noch 15 Prozent der 15- bis 19-jährigen lesen eine Jugendzeitschrift.” Nanu? Was stimmt denn nun?
Ein anders Beispiel. Vor wenigen Wochen verkündete die ARD/ZDF Onlinestudie 2008 vollmundig: “ … Mit 120 Minuten täglich verbringen sie (Anm.d.Red.: die Jugendlichen) erstmals mehr Zeit im Netz als mit fernsehen (100 Minuten) …“. Hierzu die VA2008: “Fernsehen steht mit 91,2% aber weiter an der Spitze der beliebtesten Freizeitbeschäftigungen…” Wie kann das sein?
Das Wort “Studie” impliziert bei Laien stets, es handle sich um eine unabhängige, neutrale Untersuchung einer über alle Zweifel erhabenen wissenschaftlichen Institution. Dies ist definitiv falsch. Leider. Nur in den wenigsten Fällen werden Untersuchungen von ausgebildeten Meinungsforschern und Demoskopen erstellt. Hierdurch sind Studien und Meinungsumfragen leider zu einem schnöden, billigen Marketingwerkzeug verkommen. Ein Jeder kann sie erstellen, um unter dem Deckmantel der Neutralität allein die eigenen Interessen durchzusetzen. Bei jeder neuen Studie ist es also äußerst ratsam, zunächst die Frage zu stellen: Wem nützt das Ergebnis?
Zurück zu unseren Beispielen. Die VA 2008 wurde vom Axel Springer Verlag und der Bauer Verlagsgruppe in Auftrag gegeben. Beides Verlagshäuser, die ihr Geld vornehmlich mit gedruckten Magazinen, z.B. der BRAVO, und den darin enthaltenen Anzeigen verdienen. Angesichts dieser Tatsache erscheint das Ergebnis “Jugendliche lesen doch” äußerst hilfreich im täglichen Kampf um Anzeigenkunden. Leider ist es schlicht falsch und täuscht die Leser dieser “Studie” böswillig über die wahren Entwicklungen hinweg.
Unser zweiter Kandidat, die ARD/ZDF Onlinestudie, macht uns das Erkennen der wahren Intention schon etwas schwerer. Welchen Nutzen könnten die Sender vom Ergebnis “Internet überholt TV” wohl haben? Etwas Recherche bringt schnell Klärung: Die öffentlich-rechtlichen Sender führen seit Monaten einen erbitterten Kampf, die GEZ Gebühren auch für die eigenen Internet-Aktivitäten verwenden zu dürfen. Ihre Argumentation lautet, nur so können sie ihren umfassenden Bildungs- und Informationsauftrag erfüllen, da der Bürger ja inzwischen im Internet informiert werden möchte. So kommt ihnen das Ergebnis ihrer “Studie” natürlich äußerst gelegen.
Natürlich sind die Erhebungsmethoden, die Zielgruppen und Art der Fragestellung von Studie zu Studie unterschiedlich. Somit ist auch eine Toleranz bei den Ergebnissen vorhersehbar und nur allzu normal. Unsere Beispiele zeigen jedoch, wie die Auftraggeber ihre Studien ausschließlich zu (verkaufs)politischen Zwecken erstellen. Nicht die Studie wird in Auftrag gegeben, sondern das Ergebnis. Dies ist nicht strafbar, sei also noch verziehen. Dramatisch ist, mit welcher Bereitwilligkeit und Naivität unsere Medien diesen Studien ungeprüft Glauben schenken und die fragwürdigen Ergebnisse millionenfach publizieren.
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