6FKHLQ VWDWW 6HLQ ZDUXP XQSROLWLVFKH (LJHQVFKDIWHQ YRQ 3ROLWLNHUQ HLQH EHGHXWHQGH 5ROOH VSLHOHQ N|QQHQHLQH8QWHUVXFKXQJGHV1DFKULFKWHQIDNWRUV3HUVRQDOLVLHUXQJ

9RQ$UQH0LFKHO0LWWDVFK

+LQIKUXQJ]XP7KHPD

0H\HULPAbendblattYRP)HEUXDU

Ä2OHIUDOOH³

1HXEXUJHULQGHUmopoYRP'H]HPEHU /DXLQDie WeltYRP)HEUXDU

Ä*ODXEZUGLJHUWDWNUlIWLJHUV\PSDWKLVFKHU³ +XVHPDQQLQGLHSüddeutsche ZeitungYRP)HEUXDU

'LH HLQIKUHQGHQ )RUPXOLHUXQJHQ KDEHQ HLQLJH *HPHLQVDPNHLWHQ =XQlFKVW VWDPPHQ GLHVH6FKODJ]HLOHQDOOHDXVGHU=HLWGHU+DPEXUJHU%UJHUVFKDIWVZDKOZHOFKHDP )HEUXDUVWDWWIDQG=XGHPWKHPDWLVLHUHQGLHMHZHLOLJHQ$UWLNHOGLH3HUVRQ2OHYRQ %HXVW'DVEHVRQGHUHDQGLHVHU7KHPDWLVLHUXQJGHV+DPEXUJHU%UJHUPHLVWHUVLVWGDVV QLFKW GHU 3ROLWLNHU 2OH YRQ %HXVW LP 0LWWHOSXQNW VWHKW VRQGHUQ GHU 0HQVFK 'LHVHV 3KlQRPHQ GHU 2ULHQWLHUXQJ DXI SHUV|QOLFKH $VSHNWH SROLWLVFKHU $NWHXUH ZLUG LP 5DKPHQGHU1DFKULFKWHQZHUWIRUVFKXQJDOV3HUVRQDOLVLHUXQJEH]HLFKQHW ,Q GLHVHU $UEHLW ZLUG DXIJH]HLJW ZLH GDV =XVDPPHQVSLHO YRQ 3ROLWLNHUQ 0HGLHQ XQG :lKOHUQ GD]X IKUHQ NDQQ GDVV QLFKW GLH 3ROLWLN LP 0LWWHOSXQNW GHU SROLWLVFKHQ %HULFKWHUVWDWWXQJVWHKWVRQGHUQSHUV|QOLFKH0HUNPDOHYRQHLQ]HOQHQ3ROLWLNHUQ +LHUEHL ZLUG ]X %HJLQQ GHU 9HUODXI GHU (UIRUVFKXQJ YRQ 1DFKULFKWHQIDNWRUHQ HQWODQJ GHV )DNWRUV 3HUVRQDOLVLHUXQJ GDUJHVWHOOW 'LH %HGHXWXQJ E]Z GHU P|JOLFKH %HGHXWXQJV]XZDFKVGLHVHV)DNWRUVLVWLQGHU)DFKOLWHUDWXUK|FKVWXPVWULWWHQ:lKUHQG 6DUFLQHOOL XQG 7HQVFKHU Äkeinen generellen Trend zur Personalisierung der Politik³ DXVPDFKHQ6DUFLQHOOL7HQVFKHUJHZLQQWGLH3HUVRQDOLVLHUXQJGHU3ROLWLNIU 0HQJ DQ %HGHXWXQJ YJO 0HQJ *HUDGH GLHVH 8QHLQLJNHLW LQ GHU :LVVHQVFKDIW PDFKW GHQ 5HL] HLQHU 8QWHUVXFKXQJ GHU :LUNXQJVZHLVH GHV )DNWRUV 3HUVRQDOLVLHUXQJ DXV 'D GLHVH 'LIIHUHQ]HQ EHUHLWV EHL GHU HLQGHXWLJHQ %HJULIIVIHVWOHJXQJ YRQ 3HUVRQDOLVLHUXQJ EHJLQQHQ IROJW QDFK HLQHU KLVWRULVFKHQ %HWUDFKWXQJGHV1DFKULFKWHQIDNWRUVHLQhEHUEOLFNEHUYHUEUHLWHWH'HXWXQJVZHLVHQ ,PIROJHQGHQ.DSLWHOZLUG]XQlFKVWJH]HLJWZHOFKH5ROOHGLH,QWHUDNWLRQYRQ:lKOHUQ 0HGLHQ XQG 3ROLWLNHUQ IU GLH %HGHXWXQJ GHV 1DFKULFKWHQIDNWRUV 3HUVRQDOLVLHUXQJ VSLHOW 'DUDXIKLQ ZHUGHQ YHUVFKLHGHQ +DQGOXQJVZHLVHQ GHU EHWURIIHQHQ $NWHXUH GDUJHVWHOOWGLHGD]XIKUHQN|QQHQGDVVGHU3ROLWLNHUXQGQLFKWGHUSROLWLVFKH ,QKDOW LP0LWWHOSXQNWGHV|IIHQWOLFKHQ,QWHUHVVHVVWHKW$OVQlFKVWHVZHUGHQ(UNOlUXQJHQDXV

6FKHLQ VWDWW 6HLQ ZDUXP XQSROLWLVFKH (LJHQVFKDIWHQ YRQ 3ROLWLNHUQ HLQH EHGHXWHQGH 5ROOH VSLHOHQ N|QQHQHLQH8QWHUVXFKXQJGHV1DFKULFKWHQIDNWRUV3HUVRQDOLVLHUXQJ

9RQ$UQH0LFKHO0LWWDVFK

YHUVFKLHGHQHQ 3HUVSHNWLYHQ DQJHIKUW ZHOFKH GDV ]XYRU EHVFKULHEHQH +DQGHOQ OHJLWLPLHUHQ $EVFKOLH‰HQG JLOW HV QHJDWLYH :LUNXQJHQ HLQHU SHUVRQDOLVLHUWHQ 3ROLWLNEHULFKWHUVWDWWXQJDXI]X]HLJHQ

%HL GHU 5HFKHUFKH GHV EHVFKULHEHQHQ 7KHPDV ILHO DXI GDVV HV VHKU XQWHUVFKLHGOLFKH +HUDQJHKHQVZHLVHQ DQ GDV 7KHPD 3HUVRQDOLVLHUXQJ JLEW DXV GHQHQ K|FKVW XQWHUVFKLHGOLFKH %HIXQGH UHVXOWLHUHQ 'LH :LUNXQJ GHV 1DFKULFKWHQIDNWRUV 3HUVRQDOLVLHUXQJ LVW HEHQVR XPVWULWWHQ ZLH GDV =XVWDQGHNRPPHQ GHU %HIXQGH (V LVW QLFKW =LHO GLHVHU $UEHLW GHQ JHVDPWHQ )RUVFKXQJVYHUODXI GHU 3HUVRQDOLVLHUXQJ GDU]XVWHOOHQ9LHOPHKUJLOWHVDXI]X]HLJHQZLH3HUVRQDOLVLHUXQJHQ]X6WDQGHNRPPHQ N|QQHQXQGZHOFKH5HVXOWDWHIROJHQ

2. Der 1DFKULFKWHQIDNWRU Personalisierung

'LH 8QWHUVXFKXQJ YRQ 1DFKULFKWHQIDNWRUHQ LVW HLQ 7HLOEHUHLFK GHU 1DFKULFKWHQZHUWIRUVFKXQJ 'LH 1DFKULFKWHQZHUWIRUVFKXQJ YHUVXFKW *UQGH GDIU ]X ILQGHQZDUXPDXVHLQLJHQ(UHLJQLVVHQHLQH1DFKULFKWZLUGZlKUHQGGHU*UR‰WHLOGHV :HOWJHVFKHKHQV QLHPDOV PHGLDO DXIJHDUEHLWHW ZLUG 'LHVH 6HOHNWLRQ ZHOFKH DXV (UHLJQLVVHQ 1DFKULFKWHQ PDFKW HQWVFKHLGHW DQKDQG YRQ HLQHP (UHLJQLV HLJHQHQ &KDUDNWHULVWLNDREVHOELJHVHLQHQ1DFKULFKWHQZHUWEHVLW]W'LH1DFKULFKWHQVHOHNWLRQDQ VLFK Älässt sich als Prozess der Auswahl, Präsentation und Rezeption bestimmter Ereignisse als Nachricht begreifen³ 5XKUPDQQ 'LH &KDUDNWHULVWLND GLH HLQHQ -RXUQDOLVWHQ GD]XYHUDQODVVHQ DXV HLQHP *HVFKHKHQ HLQH 1DFKULFKW ]X PDFKHQ QHQQWPDQ1DFKULFKWHQIDNWRUHQYJO3IHWVFK3HUF3HUVRQDOLVLHUXQJLVWHLQHU YRQ]DKOUHLFKHQ1DFKULFKWHQIDNWRUHQZHOFKHLQGHU)RUVFKXQJWKHPDWLVLHUWZHUGHQ,P )ROJHQGHQ ZLUG QXQ GHU )RUVFKXQJVYHUODXI GHU 1DFKULFKWHQIDNWRUHQ HQWODQJ GHU 3HUVRQDOLVLHUXQJVNL]]LHUW

+LVWRULVFKHÄ6WDWLRQHQ³GHU3HUVRQDOLVLHUXQJ

'LH HUVWH 8QWHUVXFKXQJ YRQ 1DFKULFKWHQ XQG GHUHQ (LJHQVFKDIWHQ EHL GHU GHU 1DFKULFKWHQIDNWRU 3HUVRQDOLVLHUXQJ JHQDQQW ZXUGH IDQG VWDWW 'XUFKJHIKUW

'DGLH1DFKULFKWHQZHUWIRUVFKXQJHQLQGHQ86$XQG(XURSDJHWUHQQWYHUOLHIHQXQGVLFK IROJHULFKWLJ NDXP EHHLQIOXVVWHQ ZHUGHQ LP )ROJHQGHQ QXU QRFK HXURSlLVFKH )RUVFKXQJHQHUZlKQW

6FKHLQ VWDWW 6HLQ ZDUXP XQSROLWLVFKH (LJHQVFKDIWHQ YRQ 3ROLWLNHUQ HLQH EHGHXWHQGH 5ROOH VSLHOHQ N|QQHQHLQH8QWHUVXFKXQJGHV1DFKULFKWHQIDNWRUV3HUVRQDOLVLHUXQJ

9RQ$UQH0LFKHO0LWWDVFK

'HQ %HJLQQ GHU HXURSlLVFKHQ 1DFKULFKWHQZHUWIRUVFKXQJ EHJUQGHW HLQH $UEHLW YRQ gVWJDDUG DXV GHP -DKU gVWJDDUG PDFKWH GUHL 0HUNPDOH DXV ZHOFKH GHQ 1DFKULFKWHQZHUW HLQHV (UHLJQLVVHV VWHLJHUQ =X QHQQHQ VLQG KLHU Ä9HUHLQIDFKXQJ³ Ä,GHQWLILNDWLRQ³XQGÄ6HQVDWLRQDOLVPXV³YJO0DLHUI'LH3HUVRQDOLVLHUXQJ NDQQ GXUFKDXV DOV HLQ (OHPHQW GHU Ä,GHQWLILNDWLRQ³ LQWHUSUHWLHUW ZHUGHQ (LQGHXWLJ JHQDQQWZLUGGLH3HUVRQDOLVLHUXQJDOVHLQHUYRQ]Z|OI1DFKULFKWHQIDNWRUHQLQGHU$UEHLW YRQ *DOWXQJ5XJH QRFK LP VHOEHQ -DKU 'HV :HLWHUHQ ZLUG PLW Ä(OLWH3HUVRQ³ HLQ 1DFKULFKWHQIDNWRU EHQDQQW GHU GXUFKDXV 6FKQLWWPHQJHQ PLW GHU 3HUVRQDOLVLHUXQJ KDW 'LHVH 3DUDOOHOHQ ZHUGHQ LP )ROJHQGHQ HEHQVR ZHQLJ WKHPDWLVLHUW ZLH GLH ZHLWHUH $XVGLIIHUHQ]LHUXQJGHV)DNWRUVÄ(OLWH3HUVRQ³

'LHQlFKVWHQHQQHQVZHUWH(QWZLFNOXQJLP.RQWH[WGHU1DFKULFKWHQIDNWRUHQVWHOOWHHLQH 9HU|IIHQWOLFKXQJ YRQ 6FKXO] GDU :HLWHUH $XVGLIIHUHQ]LHUXQJHQ EHVWHKHQGHU 1DFKULFKWHQIDNWRUHQ VRZLH GHU ]XVlW]OLFKH )DNWRU (UIROJ OLH‰HQ GLH $Q]DKO GHU 0HUNPDOH PLW 1DFKULFKWHQZHUW DXI DFKW]HKQ DQVWHLJHQ ZHOFKH DXI VHFKV 8QWHUNDWHJRULHQ YHUWHLOWH ZXUGHQ 'LH 3HUVRQDOLVLHUXQJ ZDU 7HLO GHU .DWHJRULH Ä,GHQWLILNDWLRQ³ ZHOFKH ZLHGHUXP VFKRQ EHL gVWJDDUG EHVWDQG 'LHV ]HLJW H[HPSODULVFK ZLH VHKU VLFK GLH MHZHLOLJHQ :LVVHQVFKDIWOHU DQ GHU EHUHLWV H[LVWLHUHQGH

'HU 3HUVRQDOLVLHUXQJ ZXUGH YRQ 6HLWHQ GHU :LVVHQVFKDIW VFKRQ UHFKW IUK HLQH H[SRQLHUWH 6WHOOXQJ ]XJHVWDQGHQ 6R QHQQW 6FKXO] GLHVHQ )DNWRU DOV HLQHQ YRQ YLHU )DNWRUHQZHOFKHHLQHQEHVRQGHUVSRVLWLYHQSXEOL]LVWLVFKHQ(IIHNWDXI(UHLJQLVVHKDEHQ YJO0DLHU=XGHPNRPPW:LONHDXIJUXQGHLQHU6WXGLH]XGHP6FKOXVVGDVV GLH 3HUVRQDOLVLHUXQJ HLQHU YRQ ]ZHL Älangfristig stabilen Nachrichtenfaktoren“ VHL :LONHI

1DFK HLQHU ZHLWHUHQ $XVGLIIHUHQ]LHUXQJ GHU 1DFKULFKWHQIDNWRUHQ DXI ]ZHLXQG]ZDQ]LJ GXUFK 6WDDE VRZLH HLQHU 5HGXNWLRQ GXUFK (LOGHUV DXI GUHL]HKQ 1DFKULFKWHQIDNWRUHQ EOHLEW IHVW]XKDOWHQ GDVV GLH 3HUVRQDOLVLHUXQJ YRQ GHQ 9HUlQGHUXQJHQ LP /DXIH GHU 7KHRULHKLVWRULH QLFKW EHWURIIHQ ZDU -HGRFK LVW GLH 3HUVRQDOLVLHUXQJ DQGHUV DOV EHL 6WDDE EHL (LOGHUV QLFKW Äbesonders wichtig für den Beachtungsgrad einer Meldung“(LOGHUVIYJO0DLHU

$XFKZHQQVLFKDQGHU%HJULIIOLFKNHLWGHU3HUVRQDOLVLHUXQJVHLW%HJLQQGHU)RUVFKXQJ QLFKWVJHlQGHUWKDWLVWGDV9HUVWlQGQLVZDV3HUVRQDOLVLHUXQJNHLQHVZHJVHLQKHLWOLFK