Mediennutzung stark themenabhängig

Jugendliche konsultieren unterschiedliche Medien zu unterschiedlichen Themen. Nutzen sie das Internet vor allem zur Information über Computerspiele, suchen sie im TV nach aktuellen News und in Zeitschriften nach Geschichten über Mode und Bekleidung. Die brandaktuelle JIM-Jugendstudie 2009 des Medienpädagogischen Forschungsverbundes Südwest (mpfs), die 1.200 Jugendliche im Alter zwischen 12 und 19 Jahren im Sommer diesen Jahres befragte, zeigt dieses in sehr anschaulicher Form.

Besonders interessant dürfte dieses Ergebnis für Werbetreibende sein, die junge Zielgruppen über ihr Jugendmarketing zu adressieren wünschen. Nur das Platzieren der Werbebotschaft im richtigen Medium und im richtigen thematischen Kontext sichert bei Jugendlichen gesteigerte Beachtung und Akzeptanz. Alles andere geht unter. Was nicht relevant ist, wird nicht beachtet.

Ich habe mir erlaubt, das Ergebnis der JIM-Studie nach den Medien Internet, TV und Zeitschrift separat aufzuschlüsseln und so die Frage zu beantworten, welche Themen von Jugendlichen hier primär gesucht werden.

Das Internet

Jugendliche Informieren sich im Internet vor allem zu Web-Themen, zu Computer- und Konsolenspielen, zu Ausbildungsthemen, Musik und Mobiltelefonen. Auch wird hier Rat bei persönlichen Fragen und Problemen gesucht. Zu Themen wie Politik, Stars und Mode wird das Internet von Jugendlichen wenig konsultiert. Bemerkenswert ist, dass das Internet gleich für 7 von 13 Themengebiete das Leitmedium darstellt, also alle anderen Medien als Informationsquelle überflügelt hat.

Das Fernsehen

Das Fernsehen wird primär als Informationsquelle zu aktuellem Zeitgeschehen genutzt. Zudem zu politischen Fragen, zu Stars und Sport. In diesen Themengebieten ist das TV auch Leitmedium der Jugend. Themen wie regionale Konzerte, Ausbildung oder Internet-News werden hier nicht gesucht, bzw. erwartet.

Die Zeitschriften

Schauen wir uns die Themensuche der Jugend in Zeitschriften etwas genauer an, finden sich Mode und Stars. Lediglich im Bereich Mode und Bekleidung konnten sich Zeitschriften als stärkstes Medium behaupten. Selbst das traditionell besetzte Themengebiet “Stars” wurde an das Fernsehen abgegeben. Lediglich drei Themengebiete – Mode, Stars und Computerspiele – werden von mehr als 20 Prozent der Jugendlichen in Zeitschriften gesucht.

Die Zeitschriften haben es versäumt, sich als Leitmedium für relevante Themen in der jungen Zielgruppe zu behaupten. Lediglich in Sachen Mode werden sie von Jugendlichen schwerpunktmäßig konsultiert. Das Fernsehen punktet durch Aktualität, vor allem bei Themen rund um Politik, Stars und Sport. Für alle anderen abgefragten Interessengebiete, namentlich das Web, Computerspiele, Beruf, Musik, Handys und Konzerte hat sich das Internet bei Jugendlichen als Leitmedium etabliert.

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Mediennutzung stark themenabhängig”

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  1. reflexbox von jürg fraefel » Post Topic » Jugendmarketing - oder was die JIM-Studie auch noch aussagen kann - 02. Dez, 2009

    [...] Die JIM-Studie rapportiert jährlich im Herbst über die veränderte Mediennutzung der 12- bis 19-Jährigen. Dass man die Daten auch bezogen auf das Konsumpotential der Jugendlichen interpretieren kann, zeigt die Website von Dirk Föste. Bislang ging ich ja davon aus, dass die JIM-Studie dazu dienen soll, medienbildnerische Aktivitäten besser auf das Nutzungsverhalten der Jugendlichen abstimmen zu können. Aber man kann damit offensichtlich auch Werbemassnahmen besser auf das Nutzungsverhalten der Jugendlichen abstimmen: Föste bietet Beratungen in sog. «Jugendmarketing» resp. viralem Marketing an. Er hat das Ergebnis der JIM-Studie nach den Medien Internet, TV und Zeitschrift separat aufgeschlüsselt, um so die Frage zu beantworten, welche Themen von Jugendlichen auf welchen Medienkanälen primär gesucht werden. So informieren sich Jugendliche  im Internet vor allem zu Web-Themen, zu Computer- und Konsolenspielen, zu Ausbildungsthemen, Musik und Mobiltelefonen. Das Fernsehen wird primär als Informationsquelle zu aktuellem Zeitgeschehen genutzt: Politik, Stars, Sport etc. Und Zeitschriften werden vorab für Mode/Kleider und Stars konsultiert. Den Artikel mit den Charts gibt’s Hier. [...]

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    [...] fehlen, um sich gegen den  digitalen Wettbewerb im Internet behaupten zu können. Das veränderte Medienkonsumverhalten von Jugendlichen zwingt die Verlage, Alleinstellungen der Printobjekte zu erarbeiten bzw. zugkräftige [...]

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