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Information-Oriented Communication Modes on the Internet

Information-Oriented Communication Modes on the Internet

This PhD project takes up the concept of communication modes, which provides the theoretical frame for an empirical survey of information-oriented internet use. In the foreground is the question whether and how communication situations differ, which are realised on the internet and aimed at different information demands. The focus is on the range between mass and interpersonal communication.
This is grounded on now permeable borders and accompanying difficulties to differentiate between two ideal-typical communication concepts. By way of online communication those as well as countless other forms of communicative actions can be realised. Due to these convergence phenomena the question arises, with which criteria communication modes can be described and differentiated.

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Project Description

With the help of a qualitative survey significant features and their shapes were identified first. In a second step, individual features in specific, information-oriented situations of use were captured in a standardised way, and their combinations were examined. Four combinations of features occur most over-randomly frequently, which in addition are updated in a specific relation with to-be-satisfied information demands. Those are the communication modes "journalistic mass communication” related to a non-specific information demand, "public expert communication” for topical interests, "personal communication” in group-related information demands, and "private expert communication” regarding a specific problem-solving demand.

Project Information


Duration: 2010-2012

Involved persons

Dr. Sascha Hölig

Third party

Cooperation Partner

Contact person

Dr. Sascha Hölig
Senior Researcher Media Use

Dr. Sascha Hölig

Leibniz-Institut für Medienforschung | Hans-Bredow-Institut (HBI)
Rothenbaumchaussee 36
20148 Hamburg

Tel. +49 (0)40 45 02 17 - 84
Fax +49 (0)40 45 02 17 - 77

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