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Values of German Media Users

1986 - 2007

  • Book
  • © 2010

Overview

Authors:
  1. Merja Mahrt
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  • An Analysis of Social and Materialist Values of Media Users in Germany

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Table of contents (8 chapters)

  1. Front Matter

    Pages 1-19
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  2. Introduction

    • Merja Mahrt
    Pages 21-24

  3. What Are Values?

    • Merja Mahrt
    Pages 25-56

  4. Aim and Scope of the Study

    • Merja Mahrt
    Pages 57-81

  5. Audience Values and Media Use

    • Merja Mahrt
    Pages 83-96

  6. Values and Media Use among the Highly Educated

    • Merja Mahrt
    Pages 97-106

  7. Values and Genre Preferences

    • Merja Mahrt
    Pages 107-116

  8. Channel Loyalty and Genre Preferences

    • Merja Mahrt
    Pages 117-126

  9. Conclusion

    • Merja Mahrt
    Pages 127-131

  10. Back Matter

    Pages 133-148
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Keywords

About this book

Values of German media users, 1986-2007 Values have been discussed in connection to the changes brought to the German TV landscape since the introduction of the dual system in 1984. Yet, on such occurrences arguments have rarely, if at all, been based on reliable information about differences in televised values. Nor have values of the audience of channels or genres been considered. This study offers a starting point for such an endeavor, focusing on the role values play for people’s media choices. In a theoretical overview, values are situated in a framework of overlapping spheres that influence people in the adoption of values. Social learning is the main mechanism behind this process of socialization. Values define what is desirable or not and how one should behave in a given situation according to the rules of one’s society. As stable basic traits close to an individual’s personality, values play a part in the building of motives that finally result in behavior. With regard to media, a well-established gratification of media use is the reinforcement of one’s own values and worldviews. Based on the finding that mediated value patterns differ across outlets and types of content, I assume that different values should lead people do prefer different media over others.

About the author

Merja Mahrt is a research associate at the Department of Social Sciences at Heinrich-Heine University in Düsseldorf. Her research interests include social settings, functions and effects of mass communication.

Bibliographic Information

  • Book Title: Values of German Media Users

  • Book Subtitle: 1986 - 2007

  • Authors: Merja Mahrt

  • DOI: https://doi.org/10.1007/978-3-531-92256-0

  • Publisher: VS Verlag für Sozialwissenschaften Wiesbaden

  • eBook Packages: Humanities, Social Sciences and Law, Social Sciences (R0)

  • Copyright Information: VS Verlag für Sozialwissenschaften | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2010

  • Softcover ISBN: 978-3-531-17299-6Published: 26 March 2010

  • eBook ISBN: 978-3-531-92256-0Published: 04 May 2011

  • Edition Number: 1

  • Number of Pages: 148

  • Number of Illustrations: 9 b/w illustrations

  • Topics: Sociology, general, Communication Studies

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