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Media Use and Political Culture in Mecklenburg-Western Pomerania

Media Use and Political Culture in Mecklenburg-Western Pomerania

Findings on news usage, such as those of the #UseTheNews study, show that journalistically and professionally produced media offerings are not considered the only suitable source of relevant information, but that users also orient themselves to other actors, especially those appearing in social media.
Although these and similar studies provide solid insights into the media consumption behaviour of the entire German population, they hardly allow statements about individual federal states due to their sample size. This prompted us to focus a study on political information behaviour on a population for which only few reliable findings are available. It is particularly interesting to focus attention on a federal state from the East. The report by the Federal Government Commissioner for Eastern Germany, Carsten Schneider, published in September 2022, attested this state a growing disenchantment with politics.
The study will help to get an overview of the politically oriented media use and political culture in Mecklenburg-Western Pomerania as well as to develop strategies to better reach population groups that largely avoid the use of news and political content.
Image: Yulia Buchatskaya / unsplash

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Project Description

The telephone survey started in February 2023 and lasted about six weeks. It was conducted by the social research company IPSOS. Cooperation partners and third-party funders were the State Agency for Civic Education Mecklenburg-Western Pomerania (LpB MV) and the Media Authority Mecklenburg-Western Pomerania.

Project Information


Duration: 2023-2023

Research programme:
RP1 - Transformation of Public Communication

Involved persons

Dr. Sascha HöligLeonie Wunderlich

Third party

Landeszentrale für politische Bildung Mecklenburg-Vorpommern und Medienanstalt Mecklenburg-Vorpommern

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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