Institut für Kommunikationswissenschaft

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Analyse rezeptionsbegleitend gemessener Kandidatenbewertungen in TV-Duellen : Erweiterung etablierter Verfahren und Vorschlag einer Mehrebenenmodellierung
(2014) Bachl, Marko; Brettschneider, Frank
Continuous Response Measurement (CRM) as a tool to capture candidate evaluations during televised debates is well established in political communication research. Such systems allow very detailed measurements of individual responses to certain candidate statements. However, CRM studies produce very complex data structures which are not easily accessible by simple analytical procedures while at the same time preserving the individual nature of the measurement. Therefore, we first critically discuss the established analytical approaches and recommend some modifications. Second, we describe how such measurements can be adequately modeled at the individual level in a multilevel framework. All analytical approaches are demonstrated using data from a CRM study on the televised debate in the run-up to the Baden-Württemberg state election 2011.
Eröffnungskommunikation im Einzelhandel : Strategie und Effektivität von Kommunikationsmaßnahmen bei Filialeröffnungen
(2021) Mulack, Genevieve L. D.; Brettschneider, Frank
Due to the corona pandemic and the associated nationwide restrictions, German retailers are facing a particularly big challenge: not only specialist retailers but also large shopping chains are fighting for survival. Nevertheless, wherever shops close, there is also free capacity for new stores to open. This example shows how dynamic the retail market is. While location shutdowns can have a negative impact on a company´s reputation, branch openings demonstrate effective and lively competition. In contrast to the closure of a location, which can have negative consequences on the reputation of a retail company, openings are the sign of lively competition and a dynamic retail industry. Additionally, retail openings symbolize the economic success and growth of a company to an incomparable extent. As a result, the German retail industry has a high turnover and is therefore the most interesting market in Europe. That is why more and more international companies are attracted to the German retail trade and enter the market. Whenever new stores open, a special opening communication takes place. This specific type of marketing communication includes a longterm planning and design process, which includes the informal arrangements, the official announcement of the new location and the wideranged advertising campaign shortly before the final opening. In addition to entering the German retail market (Niemann (2016: 140), opening a branch in Germany is also complex. Sometimes store openings are accompanied by protests and postponements. The area of the opening communication shows how the individual retail topics, such as location criteria or local references, affect each other and how diverse different actors are involved. Despite its economic relevance, the communication of store openings has not received any attention in research so far. Nevertheless, an effective and efficient communication strategy as well as practical applications are important in many different areas. Companies benefit from a positive image and higher sales when applying a highquality communication strategy for store openings. The public is involved in the plans of the retail companies and municipalities. More information is published and citizens are having a say. This prevents conflicts and protests and determines the success of the new project. Store openings stimulate the economy by increasing the attractiveness of a location and stimulating the purchasing power of customers. Politicians therefore exploit retail openings for their own purposes, as their reputation and survey ratings increase with successful openings in their district. In addition, good communication can lead to a permanent establishment of a company, whereby the council benefits from trade taxes and new jobs. With this research paper, the company DECATHLON is described in the form of a case study. DECATHLON has opened a large number of new German locations during the economically strong years and has therefore expanded its business. The present work examines the area of opening communication with a descriptive study, which consists of two surveys. The first part of the study is a guided interview with eleven retail industry experts. The second study is a quantitative survey which targets 7.668 visitors of store opening events. The structure of the quantitative survey is based on the results of the expert interviews, which have been analysed beforehand. The studies build on the theoretical basis of combined communication approaches, such as Integrated Corporate Communication (IUK), Integrated Multi-channel Communication (IMCK) and Modern Marketing Communication. In addition, the basics of the theoretical field of successful communication in construction and infrastructure projects, such as the guideline 7001 from the Association of German Engineers (VDI 2014), as well as the basic rules for good communication which are contained within the guideline, are applied and checked in reference to opening communication in retail.
Kommunikations-Controlling zur zielgerichteten Steuerung der internen Kommunikation in der Bundeswehr
(2015) Abel, Stephan Christopher; Brettschneider, Frank
Presuming that there is need for improvement the doctor’s thesis aims at systematically selecting the best fitting instrument for a strategic-objective-oriented management of the German Federal Armed Forces’ internal communication. It starts with a description and multi-dimensional classification of all available instruments for the management of private enterprises’ internal communication. Before proposing one of them for managing the German Federal Armed Forces’ internal communication, there is conducted an organizational analysis to clear the crucial differences between the German Federal Armed Forces and private enterprises. As a part of this, there is also conducted a research for the differences in internal communication between these two organizations by using Qualitative Research methods. The evaluation of 16 expert interviews leads to a model called ‚Unterschiedsmodell interne Kommunikation Bundeswehr vs. privatwirtschaftliches Unternehmen’. The findings resulting from the organizational analysis are used to create an evaluation tool that finally proposes to establish the ‚Communications Value System’ in combination with the ‚Index Interne Kommunikation’ for a strategic-objective-oriented management of the German Federal Armed Forces’ internal communication.
Konfliktkostenmanagement – Wirtschaftlichkeitskontrolle im Konflikt- und Kommunikationsmanagement
(2014) Audi, Manuel; Brettschneider, Frank
Conflict management is a method of limiting the negative effects of conflict while increasing the positive ones. Conflict cost management has not yet been considered as a major task of the conflict management process. The dissertation bridges this gap by developing a theoretical model which aims to ensure a systematical management of direct and indirect conflict costs. The conflict cost management model is being integrated into the conflict and communication management process. The model can be incorporated in the organizational management process as an independent approach to identify, measure and control conflict costs. Furthermore the model can be used to manage the profitability of different interventions aiming to prevent and/or to treat existing or potential conflicts.
Kooperation oder Konfrontation? Die Wirkung von Commitment, Empowerment, Emotion und Kritik in Verhandlung und Mediation
(2019) Hartmann-Piraudeau, Andrea; Brettschneider, Frank
The present work examines the effects of commitment, empowerment, anger, happiness and criticism by means of computer-based negotiation in the laboratory. In negotiation and mediation research, only a few experimental studies exist on the mechanisms of these conditions or interventions in a negotiation context with a mediator or a mediating third party. Usually, the results of experimental negotiation studies are based on classical two-party negotiations. With the research question of how the interventions of a mediator affect the negotiation process and the selected topics commitment, empowerment, emotions and criticism, a scientific contribution to the research of the effect of media-tion should be made. This is relevant because conflicts in society are less and less resolved by power. This development can be seen in different fields of social life In the first part of the work, mediation and negotiation are described as procedures for dealing with conflicts of interest and their similarities and differences are worked out. The state of research on the mechanisms of mediation in general and specifically on the research topics of Commitment, Empowerment, Emotions and Critique forms the theoretical basis of the work. Subsequently, the specific experimental conditions are discussed and the extent to which the negotiation situation in the laboratory can be transferred to the mediation context is worked out. 186 participants took part in the negotiation and were then questioned by questionnaire. The effects of the different test conditions on the willingness to cooperate, the agreement rate, the evaluation of the negotiating partner, the emotions experienced during the negotiation and the evaluation of the mediator were examined. The negotiating movements of the individual groups were compared against two reference groups and evaluated according to the principle of "match and mismatch" (Pruitt and Syna 1985; Benton et al. 1972). There were statistically significant differences between the experimental groups: All in all, those groups that were confronted with anger or criticism agreed faster. In the case of the condition "anger", concessions - analogous to previous attempts (without mediator) - can be seen as a strategic approach. The anger of the negotiating partner was evaluated by the test persons as an indication of their negotiating limits. In order to avoid an escalation or even a break, the participants reacted with concessions, even if they were not happy and felt negative. If the mediator criticised the course of the negotiations, a similar effect resulted: the participants in this group reached agreement more frequently than in other groups. However, the motivation for the concession was not based on strategic considerations, but on the uncertainty triggered by the mediators intervention, and was accompanied by strong negative emotions of its own, which were projected onto all participants. Below-average cooperative behaviour and below-average agreement rates indicate the experimental conditions of "confidence" and "empowerment". The difference between the two conditions lies above all in the emotion experienced and the assessment of the negotiating partner. If the test persons were given "confidence" by their negotiating partner, they reacted in an above-average good mood, little anxious and confident and found their negotiating partner sympathetic and cheerful. In the "Empowerment" group, the mediator induced his own encouraging comments. In addition to the restrained cooperation, these triggered a rather average emotional response, and the mediator was rated as "unhelpful". The analysis shows that the test persons interpreted the confidence of the negotiating partner analogously to the condition "anger" as a sign of his satisfaction with the progress of the negotiation. Accordingly, they saw no strategic necessity to show increased cooperation. In the empowerment of the mediator, the restraint is also based on the fact that the mediator as an external third party evaluates the progress positively. This is interpreted as an indication that there is no danger of escalation or abortion in the room and that the situation does not require increased concessions. However, the subjects were less positive in this condition and were more critical of the mediators intervention. There are indications that the test persons felt restricted in their self-determination. The test condition "Commitment" examines the effect on the demand of a written commitment of the test persons before the beginning of the negotiation. The agreement rate as well as the cooperation behaviour remained rather average. One conspicuous feature of the group analysed, however, is the high number of words used in the comments during the negotiation compared to the other groups. The request to write a first comment significantly increased the communicativeness in the course of the procedure and led to positive emotions among the test persons and an equally positive attribution of the negotiating partners. In addition to descriptive observation, data analysis and interpretation, recommendations for action in mediation practice were derived from the results for each group.
Reputationsorientiertes Themen- und Issues-Management : Konzeption, Regelbetrieb, Weiterentwicklung
(2011) Fahrenbach, Christian; Brettschneider, Frank
The dissertation examines, how organizations can implement, operate and enhance an reputation oriented issues management. Therefore, the operational issues-management-model is linked to the strategic aim reputation and its parts. The first chapters proves the importance of reputation and issues management in general. Then a practical model is being developed, of how issues management with its substeps planning, acting, controlling can be organized. A detailed chapter explains the possible conceptualization and implementation of an issues management in an existing company. A detailed case study assesses the findings and develops them further.
Strategische Innovationskommunikation : ein phasenbasiertes Konzept für die Kommunikation von Innovationen in Unternehmen am Beispiel der digitalen Transformation und Industrie 4.0
(2019) Krugsberger, Stefanie; Brettschneider, Frank
The aim of this dissertation was to show how an integrated corporate communication can create acceptance for innovations. Innovations were especially studied in the field of communication science at the beginning of the 21st century. After that the research decreased. However, some research gaps remained open, which were not pursued to this day. This includes, for example, a strategic approach that takes into account the external perspective of the acceptance process, or concrete theories for the application of corporate communications in the form of concepts. In addition, it is questionable whether the findings from the 21st century are still valid. The present study thus contributed to complement the research field of innovation communications on new and current approaches. After discussing the fundamentals of innovation management and innovation communication, an interdisciplinary model was developed: the innovation processing model. With this model a new approach was defined, with which the processing of innovations in the individual can be explained in an interdisciplinary manner. In addition, the approach can supply derivations, how a corresponding communication must be designed so that they contribute positively to the acceptance development process of the individual. For this purpose, different phases of innovation development as well as the diffusion in the market were first defined, which represent a framework for the innovation processing model. A focus was placed on the diffusion phases, since only these are visible to the general public. The basis for the diffusion phases was the model of Rogers “Diffusion of Innovation”. For each of the five phases knowledge, persuasion, decision, implementation and confirmation - a specific communication goal has been defined that must be reached in the phase in order to eventually lead to acceptance. The aim of the knowledge phase is that a potential customer receives information about an innovation and perceives it as well. In the persuasion phase, this information is used so that a positive attitude towards an innovation is formed. In the decision-making phase, communication should help the user to make a positive decision for an innovation, such as purchasing. In the implementation phase, communication ensures that habits in dealing with the use of an innovation develop. In the confirmation phase, the last step is to create a positive attitude towards the innovation. Based on the five phases, interdisciplinary theories were integrated into the model that describe and explain the achievement of the respective communication goal: How do people get information about the innovation, how to form attitudes, how do people make decisions and how do they establish habits? The developed model states that an individual has completed acceptance for an innovation after positive completion of all phases. As this can be concretely implemented, the example of digital transformation and industry 4.0 revealed a fictitious automotive manufacturer, as this topic shows particularly well how currently the innovation communication is. The empirical part of this study consisted of a media content analysis, with which routines of reporting could be identified, that gave an idea on how a concept of strategic innovation communication on the topic of digital transformation and industry 4.0 should be designed. It was possible to find some evidence of how journalists are reporting on the topic of digital transformation and industry 4.0 as well as innovations from this topic area. In addition, the innovation processing model was used to formulate a new approach to the selection of news for innovation topics, which could already be strengthened with the help of the media content analysis. This could be confirmed in particular by qualitative expert interviews with three different journalists.The innovation processing model and the results of the media content analysis developed in the present work offer a further approach for the design of strategic innovation communication, which can be further expanded and validated in future investigations. This dissertation has taken the innovation research a step further.
Zum Begriff der Transparenz : politikbezogene Vorstellungen, kognitive Bezüge und medial vermittelte Bilder
(2015) Zipfel, Theodor; Brettschneider, Frank
Transparency is a very frequently used term but it is also a volatile one. Frequently, the semantic content and conceptual imagination of the figurative meaning of the word in linguistic usage is kept relatively vague. This paper thus pursues the objective of contributing towards establishing the understanding of the term transparency. To this end, the linguistic and epistemological bases of analysing a term were first explained and the theoretical and methodical basis for the study was elaborated. Based on this, lexical information on the conveyed meaning of the word transparency was analysed. This analysis formed the basis for a qualitative analysis of the content of specialised texts from politics, where it was possible to demonstrate that the content of the term by its definition is far more complex than presented in dictionaries; that more than anything else, subject-related and object-related references of notions of the term need to be differentiated. In addition, the manifold dimensions of usage of the politics related term of transparency were defined and the functional meaning transparency adopts in the political system was presented. The results of the qualitative study subsequently served as a starting point for a quantitative analysis of newspaper articles. The result was that more than a few conveyed the concepts of specialist texts in the newspapers. Yet, that is precisely where there are restrictions to the presentation, where the contents of terms become more abstract.

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