Tradition statt Innovation Die deutsche Presseberichterstattung über die Wahlkampfstrategien der Parteien zur Bundestagswahl 2017

Inhaltsverzeichnis

Bibliographische Infos

Cover der Ausgabe: SCM Studies in Communication and Media Jahrgang 9 (2020), Heft 2
Open Access Vollzugriff

SCM Studies in Communication and Media

Jahrgang 9 (2020), Heft 2

Autor:innen:
Verlag
Nomos, Baden-Baden
Copyrightjahr
2020
ISSN-Online
2192-4007
ISSN-Print
2192-4007

Kapitelinformationen

Open Access Vollzugriff

Jahrgang 9 (2020), Heft 2

Tradition statt Innovation Die deutsche Presseberichterstattung über die Wahlkampfstrategien der Parteien zur Bundestagswahl 2017

Autor:innen:
ISSN-Print
2192-4007
ISSN-Online
2192-4007
Kapitelvorschau:

Als Hauptinformationsquelle der Bürger über politisches Geschehen beeinflusst die Medienberichterstattung, insbesondere im Vorfeld von Wahlen, wie Parteien, Kandidaten und auch der von ihnen geführte Wahlkampf in der Bevölkerung wahrgenommen und bewertet werden. Trotz ihres zentralen Stellenwerts für den Wahlkampf der Parteien und möglicher Einflüsse auf den Wahlausgang ist die mediale Berichterstattung über die Wahlkampfstrategien der Parteien bisher kaum empirisch analysiert worden. Hier setzt unsere Studie an. Sie beantwortet die Fragen, wie die überregionale deutsche Qualitätspresse im Vorfeld der Bundestagswahl 2017 über die Wahlkampfstrategien der Parteien berichtete und zusätzlich, wie häufig welche inhaltlichen und kommunikativen Strategien welcher Parteien thematisiert und (wie) bewertet wurden. Unsere Analyse zeigt, dass die Wahlkampfstrategien der Parteien für die Medien ein interessantes und berichtenswertes Wahlkampfthema darstellen: Jeder zweite Wahlkampfartikel thematisierte sie. Ein besonderer Fokus wurde dabei auf die Wahlkampfstrategien der beiden großen Volksparteien CDU/CSU und SPD gelegt - die der kleineren Parteien fanden in der Medienberichterstattung weniger Beachtung. Eine Ausnahme bildete der strategische Wahlkampf von FDP und AfD, die mit ungewöhnlichen bzw. provokanten Kampagnen die mediale Aufmerksamkeit auf sich lenken konnten. Allerdings wurde in der Wahlkampfberichterstattung nur ein sehr begrenztes und überwiegend negatives Bild von den Wahlkampfstrategien der Parteien gezeichnet. Die Berichterstattung konzentrierte sich auf traditionelle kommunikative Strategien, wie Wahlplakate und Wahlkampfauftritte einzelner Politiker; modernere oder gar innovativere Formen fanden hingegen kaum Erwähnung.

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