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Humann, Lisa “An Island”. Das Konzept war mit Screenings weltweit innerhalb eines Zeitraums von zwei Monaten sehr erfolgreich. Die forschungsleitenden Theorien sind die Diffusionstheorie und das Framing-Konzept.

Welche Rolle spielen Web 2. Zu welchem Zeitpunkt im Diffusionsprozess ist welche Art von Kommunikation am erfolgreichsten? Wie sind die Botschaften inhaltlich gestaltet oder geframed? Wie kumulativ und konsonant muss die Informationsvermittlung sein? Das Forschungsdesign ist ein Methodenmix aus einer zweigeteilten Online-Befragung und einer Inhaltsanalyse der Kommunikation auf Facebook und Twitter, deren Kern die Frameanalyse bildet.

Der Zeitraum erstreckt sich vom 9. November bis zum 1. September und es wurden insgesamt Analyseeinheiten untersucht. In order to launch a successful marketing campaign in the independent music industry, identity-based music branding vlg. Rlland and relationship marketing vgl. Bruhn can be key. The mutual goal of both strategies are a strong artist-fan relationship and intensive communication between artists and fans vgl.

Social networks such as Facebook and Twitter can be a suitable tool to activate the fan community, and strengthen kimmunikationswissenschaft relationship between artist and fans vlg. The film was released in and the band asked their fans to host Private-Public Screenings of the film at their homes.

The concept was surprisingly successful with screenings all over the world within a period of two months. The theories leading this research are diffusion theory and the framing concept.


Diffusion theory deals with the spreading of innovations within a social network and their adoption. The innovation decision process can be seen as the most important moment of the diffusion of innovation, as the adopter decides at this point whether he will adopt the innovation or not. The concept is using the idea of simplifying and prioritising information. Frames make use of established patterns in the communication process — existing schemes and strereotypes — facilitating the process of selecting, structuring and memorizing new information.

The success of Framing can kommunikationswisseschaft evaluated by measuring the framing effects. Which media are most important for the diffusion process? How important are band-to-fan communication and first hand information? What is the role of Web 2. Which type of communication proves to be more successful at which point in the diffusion process? Which kind of messages promote or hinder the takeover decision? How should messages and content be framed to be adopted more easily?

What role do emotions and exclusivity play? Can value framing facilitate and speed up the acquisition process?

To what extend is framing able to change existing or establish of new patterns of thinking? How cumulative and consonant must information be to activate schemes?

The empirical research is designed as a combination of two methods. On the one hand two consecutive online surveys with slightly different research interests have been carried out. The first online survey addressed all hosts of a Private-Public Screening, asking them about their communication behavior and their useage of social media platforms. Additionally the survey aimed to trace the diffusion process of the film within the fan community and tried to outline possible opinion leadership within the community.

To find out about the existence of opinion leadership, some of the questions asked were designed to be self-evaluating, which is a common method to identify opinion leadership in online surveys kommunikationwsissenschaft.


“An Island”

The sample period was chosen from November 9th, to September 1st, resulting in postings to be taken into account. The main objective was to vurkart and classify frames used within those postings. The research identified the following frames: The second online survey was dedicated to re-check and validate the results from the first survey.

Changes kommunikationswissdnschaft discrepancies withing self-evaluation questions were of particular interest. Furthermore this allowed to review and determine the framing effects.

Institut für Publizistik- und Kommunikationswissenschaft » FP Diskursqualität

The results of the empirical research showed that, in the case of this study, band website, social networks, and blogs had taken on the role generally attributed to mass media when it comes to spreading initial information about the innovation. Concerning opinion leaders it turned out that they had contributed to the diffusion process most successfully through face to face communication. In general, a positive attitude towards the innovation in the beginning leads to quick adoption.

Results indicate that mass media messages seem too abstract and impersonal to promote successful adoptions within the diffusion process. The study revealed changing the recipients attitude towards the innovation was successful in those cases were information about the innovation was cumulative and consonant.

Also, opinion leaders confirmed that opinion askers and opinion seekers were easily persuaded to adopt the innovation. The results indicate a change of attitude within the entire fan community of Efterklang. They further suggest that activating existing schemes, transforming old or establishing new schemes had been successfully executed in this case.