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Alles eine Frage der Verantwortung. Konvergenz der Kommunikations-Professionen in einer digitalisierten Welt

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Die digitale Transformation der Medien

Zusammenfassung

Das Verhältnis zwischen PR und Journalismus ist nicht nur die Geburtsstätte der PR Forschung im deutschsprachigen Raum. Darüber hinaus markiert es ein Spannungsfeld, das sich durch Abgrenzungsversuche, Entgrenzungen, Antagonismen aber auch neue Profilbildungsprozesse auszeichnet. Die Digitalisierung hat öffentliche Kommunikationsprozesse mit einer neuen Logik versehen und neue, konvergente Kommunikatorrollen hervorgebracht. Die Frage der Notwendigkeit einer Abgrenzung von Marketing und von PR, und von Bloggern und Influencern von Journalisten, wird in diesem Beitrag abgelöst von einem sozial-konstruktivistisch geprägten Ansatz, der eine Brücke zwischen „doing journalism“ und „doing PR“ baut und dabei die Professionalisierungsdiskussion durch eine Verantwortungsdebatte ablöst. Damit wird die Aufmerksamkeit auf konvergente Prozesse der Produktion von Öffentlichkeit gelenkt, was mit Hilfe von Ergebnissen einer aktuellen Studie in diesem Kapitel diskutiert wird, in deren Rahmen Journalisten und PR-Schaffende in Österreich und Deutschland mit Hilfe narrativer Interviews zu den aktuellen Dynamiken ihrer Kommunikationsbereiche befragt wurden. Die Ergebnisse zeigen die Notwendigkeit einer vertiefenden Debatte zu Verantwortungszuteilung und -übernahme im Herstellen von Öffentlichkeit als soziale Praktik.

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  1. University of Queensland, School of Communication and Arts, Brisbane, Australien

    Franzisca Weder

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  1. Franzisca Weder
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Correspondence to Franzisca Weder .

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  1. Average 2042 GmbH, Wien, Österreich

    Niko Alm

  2. Institut für Ökomedizin/Ecomedicine, Paracelsus Medizinische Privatuniversität, Salzburg, Österreich

    Paul Clemens Murschetz

  3. School of Communication and Arts, The University of Queensland, Brisbane, Australia

    Franzisca Weder

  4. University of Digital Science/Hochschule der Medien, Potsdam/Stuttgart, Deutschland

    Mike Friedrichsen

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Weder, F. (2022). Alles eine Frage der Verantwortung. Konvergenz der Kommunikations-Professionen in einer digitalisierten Welt. In: Alm, N., Murschetz, P.C., Weder, F., Friedrichsen, M. (eds) Die digitale Transformation der Medien. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-36276-8_16

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