Download Values of German Media Users: 1986 - 2007 by Merja Mahrt PDF

By Merja Mahrt

Values are valuable techniques throughout all social sciences. conversation and media study, in spite of the fact that, has no longer systematically contributed to the sphere. Merja Mahrt addresses questions about the connection among mediated price styles and values of the viewers. What function do values play in selective publicity? How are style and channel personal tastes intertwined with person values? What alterations does the drastic growth of a media method result in? the writer analyzes large-scale consultant surveys, masking German media clients from 1986 to 2007. She unearths styles linking social and materialist values with personal tastes and usages of print and digital media. Implications for the function of values in habit and in media making plans are mentioned.

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Additional resources for Values of German Media Users: 1986 - 2007

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It is even possible that people purposefully use media 43 that go against their values, for example to learn about the arguments of political opponents, let off steam and frustration or escape to a care-free world based upon values that would be incompatible with one’s own lifeworld. Many studies have shown that media users expect, and indeed get, gratifications such as information, advice, entertainment, emotional release, material for conversations and escape from the real world (see, for instance, the summary in R.

Figure 1 shows a possible visualization of contexts relevant to the socialization of values. With this model I propose that the strength of influence on the values of each individual is inversely proportional to the range of influence of an agent of socialization, in terms of people affected. The larger an institution, the less direct its influence on single members’ values. Agents of secondary or tertiary socialization stand behind primary agents who moderate or mediate the influence of other entities.

Building on Rokeach’s works, Schwartz (1992) has proposed a culturally universal approach to value theory. He has tested variants of the Rokeach Value Survey in different cultures and identified a number of underlying value dimensions that seem to be more or less culturally invariant. Based on previous research (Schwartz & Bilsky, 1987, 1990), ten dimensions were hypothesized and most of them confirmed for 20 different countries: stimulation, hedonism, achievement, power, security, conformity, tradition, benevolence, universalism and self-direction (Schwartz, 1992).

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