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.
Fazit
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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