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DGPUK Social TV: Neue Kommunikationsformen, neue Öffentlichkeit?

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Die Öffentlichkeit, welche durch klassische Massenmedien wie fernsehen, radio und Zeitungen hergestellt wird, hat in den letzten Jahren einen starken Wandel erlebt. Die Digitalisierung der Verbreitungskanäle hat nicht nur zu einer Vervielfachung der ver- fügbaren angebote geführt, sondern auch neue nutzungsformen ermöglicht (z.B. zeit- versetztes und mobiles fernsehen). Während diese Entwicklungen eine zunehmende segmentierung des Publikums nahelegen, wurden durch die Digitalisierung der an- schlusskommunikation auch neue formen der Vernetzung dieser Teilöffentlichkeiten geschaffen. Beim Fernsehen findet die Anschlusskommunikation, welche früher auf familie, arbeits-/ ausbildungsplatz oder stammtisch beschränkt war, neuerdings zum Beispiel über facebook, Twitter und spezielle social TV Programme statt. Breitere auf- merksamkeit erlangte in jüngster Zeit die beachtliche anzahl Tweets während TV-sen- dungen wie dem amerikanische superbowl und der oskarverleihung oder auch dem deutschen Kanzlerduell. neben der etablierten Währung der reichweite scheint sich die fachwelt wie auch die breite Öffentlichkeit zunehmend für neue Partizipationsfor- men zu interessieren und sucht nach Kennzahlen, welche die aktivität der rezipienten quantifizieren. Bisher ist allerdings ungeklärt, ob es sich dabei um eine Parallelwährung handelt, die nur durch die reichweite determiniert ist, oder aber neue aspekte der TV- nutzung zum ausdruck kommen. Dieser offenen fragestellung nimmt sich das vorlie- gende forschungsprojekt an und untersucht, in welchem Verhältnis Zuschauerzahlen und rezipientenaktivitäten über social Media Kanäle stehen.

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DGPUK Social TV: Neue Kommunikationsformen, neue Öffentlichkeit?

  1. 1. Social TV: Neue Kommunikationsformen, neue Öffentlichkeit? DGPuK Jahrestagung, Passau, 29. Mai 2014 Thomas N. Friemel, Thomas Plotkowiak & Benjamin Fretwurst
  2. 2. Neue Kommunikationsformen Zusätzliche Verbreitungskanäle (WebTV, Live Stream) Aufgebrochene zeitliche Linearität der Nutzung (VOD) Interaktionen zwischen Rezipienten (und Sender) Passau, 29. Mai 2014 Friemel/Plotkowiak/Fretwurst 2 On-Site • Check-in • Chat • Poll-Votes • Div. Rating (Thumbs, Favorit, etc.) • Red Button • Kommentare • Likes (FB, G+) • Shares (FB, Twitter) Off-Site • YouTube • Thumbs • Kommentare • Shares • Twitter • #, @, Retweets • Facebook • Kommentare, Likes, Shares • Instagram • etc.
  3. 3. Neue Öffentlichkeit? Passau, 29. Mai 2014 Friemel/Plotkowiak/Fretwurst 3 TV Sendung Webangebot Live Stream Web TV Interaktionen LiveFollow-up VOD Social Lift Genre- & Inhalts- abhängigkeit • Han/Lee 2014 • Geerts et al. 2008 • Geerts 2009 • Larsson 2013 Substitution vs. Addition Viralität / Eigendynamik
  4. 4. Forschungsfragen und Hypothesen FF1: In welchem Verhältnis steht die Live-Stream- Zuschauerzahlen mit den "klassischen" Zuschauerzahlen? H1: Auf Sendungsebene ist ein positiver Zusammenhang erkennbar (Indikation). FF2: Welche Interaktionsdaten sind reliable Indikatoren für "klassische" Zuschauerzahlen? H2: Niederschwellige Interaktionen sind bessere Indikatoren für TV- Zuschauerzahlen. Passau, 29. Mai 2014 Friemel/Plotkowiak/Fretwurst 4
  5. 5. Messansätze und Indikatoren Passau, 29. Mai 2014 Friemel/Plotkowiak/Fretwurst 7 TV Sendung Webangebot Live Stream Web TV Interaktionen Panel 1:2.000 Stichprobe Zensus Validierung über TV-Panel Validierung über Befragung
  6. 6. TV Zuschauer, Live-Stream & User Interaction / Monat Passau, 29. Mai 2014 Friemel/Plotkowiak/Fretwurst 11
  7. 7. TV Zuschauer, Live-Stream & User Interaction / Wochentag Passau, 29. Mai 2014 Friemel/Plotkowiak/Fretwurst 12
  8. 8. Passau, 29. Mai 2014 Friemel/Plotkowiak/Fretwurst 13 Durchschnittliche Nettoreichweite, Live-Stream, Page-Views und Interaktionen im Tagesverlauf (n = 5008) 0 2 4 6 8 10 12 14 16 18 20 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 NettoRW in 1000 PageViews in 100 Live-Stream Checkins Likes in 10
  9. 9. TV Zuschauer, Live-Stream & User Interaction / Tag Passau, 29. Mai 2014 Friemel/Plotkowiak/Fretwurst 14
  10. 10. t-1 Passau, 29. Mai 2014 Friemel/Plotkowiak/Fretwurst 15 .29 .30 .96 R²= .51 .30 Wenn die Likes relativ zu den Nutzerzahlen sind, dann sollten die Nutzerzahlen anhand der Likes geschätzt werden können. Ljung-Box p = .48 R²= .1 n = 363
  11. 11. Passau, 29. Mai 2014 Friemel/Plotkowiak/Fretwurst 16 R² = .38 n = 5008 MA = -.48 ARS = .64 MAS = .35 .18 Live Stream CHECK IN .03 Lag 2 4 2 3 2 2 2 1 2 0 1 9 1 8 1 7 1 6 1 5 1 4 1 3 1 2 1 1 1 0 9 8 7 6 5 4 3 2 1 Residual 1,00,50,0-0,5-1,0 1,00,50,0-0,5-1,0 Residual PACFResidual ACF Netto-M_1 -.05 Onlinespuren als Proxy für Nettoreichweite H1 H2 .08 .00...
  12. 12. Fazit Passau, 29. Mai 2014 Friemel/Plotkowiak/Fretwurst 18 TV Sendung Webangebot Live Stream Web TV Interaktionen Panel 1:2.000 VOD Social Lift
  13. 13. Besten Dank für die Aufmerksamkeit. Thomas Friemel – friemel@uni-bremen.de Thomas Plotkowiak – t.plotkowiak@ipmz.uzh.ch Benjamin Fretwurst – b.fretwurst@ipmz.uzh.ch
  14. 14. Inhaltsanalyse 2407 Chat Beiträge zu 10 joiz Sendungen Ontopic: 66.5% Chat: 25.3% Offtopic: 6.9% Unklar: 1.3% Passau, 29. Mai 2014 Friemel/Plotkowiak/Fretwurst 20
  15. 15. Öffentlichkeit als Netzwerk „Die Öffentlichkeit lässt sich am ehesten als ein Netzwerk für die Kommunikation von Inhalten und Stellungnahmen, also von Meinungen beschreiben; dabei werden die Kommunikationsflüsse so gefiltert und synthetisiert, dass sie sich zu themenspezifisch gebündelten öffentlichen Meinungen verdichten“ (Habermas 1992: 436).

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