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Wir sind das Netz – Kommunikationspsychologische Faktoren für den Erfolg in sozialen Netzwerken

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"Wir sind das Netz" – Kommunikationspsychologische Faktoren für den Erfolg in sozialen Netzwerken von Kai-Uwe Weidlich, Medien Institut, am 7. Februar 2011 beim 7. Webmontag.talk in Manhheim.

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Wir sind das Netz – Kommunikationspsychologische Faktoren für den Erfolg in sozialen Netzwerken

  1. 1. „ Wir sind das Netz“ (KOMMUNIKATIONS-) PSYCHOLOGISCHE FAKTOREN FÜR DEN ERFOLG IN SOZIALEN NETZWERKEN Medien Institut Februar 2011 Diplom-Psychologe Kai Uwe Weidlich
  2. 2. Medien Institut: Referenzen (Auswahl)
  3. 3. Eine (Kommunikations)psychologische Einordnung <ul><li>(Kommunikations-)psychologisch betrachtet ist ... </li></ul><ul><ul><li>... social media ... </li></ul></ul><ul><li>... nichts weiter als ein weiteres ... </li></ul><ul><ul><li>... (Massen)medium </li></ul></ul>
  4. 4. Motivation: Mediennutzungsmotive <ul><li>Gewohnheit/Zeitvertreib </li></ul><ul><li>Gesellschaft/Sozialkontakte (Einsamkeit) </li></ul><ul><li>Anregung/Spannung </li></ul><ul><li>spezifisches inhaltliches Interesse </li></ul><ul><li>Entspannung </li></ul><ul><li>Information/Lernen </li></ul><ul><li>Eskapismus/Vergessen </li></ul><ul><li>Unterhaltung </li></ul><ul><li>soziale Interaktion (mit anderen Personen) </li></ul>Alan M. Rubin
  5. 5. Motivation: was ist das? <ul><li>„ Motivation beruht auf dem Wunsch nach Befriedigung von Bedürfnissen“ </li></ul><ul><li>Motiv: Beweggrund, Handlungsantrieb </li></ul><ul><li>Motivation: Summe der Motive, die die Handlungen eines Menschen bestimmen </li></ul><ul><li>Mit anderen Worten, kein geistig gesunder Mensch tut etwas, ohne eine Chance zu sehen, sich dadurch ein persönliches Bedürfnis befriedigen zu können </li></ul><ul><li>Freud: Eros & Thanatos </li></ul><ul><li>Maslov: Bedürfnispyramiede </li></ul><ul><li>... </li></ul>
  6. 6. Motivation: Bildersuche Google
  7. 7. Bedürfnispyramide nach Maslow (1954, 1968) physiologische Bedürfnisse Sicherheitsbedürfnisse soziale Bedürfnisse Geltungsbedürfnisse Selbstverwirklichungs-bedürfnisse Bedürfnis nach Transzendenz 1968:Hinzufügung der 6. Stufe 1954: Fünf-Stufen-Modell z. B. Autonomie, Kreativität z. B. Leistung, Geltung, Anerkennung z. B. Kontakt, Zugehörigkeit, soz. Anschluss z. B. Schutz, Angstfreiheit, Ordnung z. B. Atmen, Essen, Trinken, Fortpflanzung z. B. Suche nach Gott, nach einer das individuelle Selbst überschreitenden Dimension social media
  8. 8. Soziale Motive <ul><li>Kontakt </li></ul><ul><li>Zugehörigkeit </li></ul><ul><li>Sozialer Anschluss </li></ul><ul><li>Sozialer Vergleich </li></ul><ul><li>Voyeurismus </li></ul><ul><li>Selbstdarstellung </li></ul><ul><li>... </li></ul>
  9. 9. Lernen <ul><li>Pavlov: Klassische Konditionierung </li></ul>
  10. 10. Lernen <ul><li>Thorndike: law of effect </li></ul><ul><li>Skinner: Operante Konditionierung </li></ul>
  11. 11. Key Learnings: Erfolgsfaktoren <ul><li>(soziale) Bedürnisse befriedigen, </li></ul><ul><ul><li>Kontakt </li></ul></ul><ul><ul><li>Zugehörigkeit </li></ul></ul><ul><ul><li>Sozialer Anschluss </li></ul></ul><ul><li>soziale Vergleiche ermöglichen, </li></ul><ul><li>Plattform für Selbstdarstellung und Voyeurismus bieten, </li></ul><ul><li>user für Aktionen belohnen und damit zur ... </li></ul><ul><li>... Interaktion motivieren </li></ul><ul><li>Dabei beachten: </li></ul><ul><li>Keep it simple </li></ul><ul><li>Leichtes und schnelles Lernen ermöglichen </li></ul><ul><li>Veränderung vorsichtig vornehmen </li></ul>
  12. 12. Ihr Ansprechpartner <ul><li>Dipl.-Psych. Kai Uwe Weidlich Qualitative Methoden, Zielgruppen- und Werbeforschung, Kommunikationsberatung Tel.: + 49-621-52 67- 44 E-Mail: [email_address] Web: www.medien-institut.de </li></ul>

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