Document (#28524)

Author
Schelske, A.
Wippermann, P.
Title
Trendforschung im Netz der Zeichen
Source
¬Die Google-Gesellschaft: Vom digitalen Wandel des Wissens. Hrsg.: K. Lehmann, M. Schetsche
Imprint
Transcript-Verlag : Bielefeld
Year
2005
Pages
S.329-336
Abstract
Trends der (Welt-)Gesellschaft zu ergoogeln ist ungefähr so erfolgsversprechend, wie Trends im städtischen Telefonbuch einer Stadt zu suchen. Die vielen Meiers und Schulzes sowie die weniger häufigen Hammadis oder Prezylebskas geben zwar vage Hinweise auf die Einwohner, aber wie die Benannten zukünftig handeln und miteinander kommunizieren werden, gibt das Telefonbuch niemals preis. Dafür ruft man am besten an, um sich über ihr geplantes Handeln zu erkundigen. Aber selbst die größte Zahl an Interviews lässt keinen Trend erkennen, wenn Trendforscher ohne Idee in den Daten nach einer Struktur suchen. Trendforschung beginnt mit der Wahrnehmung soziokultureller Strömungen: Diese »bezeichnen Veränderungen im Denken, Fühlen und Handeln, Veränderungen der Lebensziele und Werte, sie [artikulieren] [...] neue Bedürfnisse, Wünsche nach Veränderung oder sind Ausdruck von Anpassungsleistungen an veränderte Rahmenbedingungen« (Appel 2003: 393). Solche soziokulturellen Anpassungsleistungen beginnen mit schwachen Signalen - so genannten Weak Signals - und entwickeln sich zu kollektiven Handlungsmustern. Für Weak Signals im soziokulturellen Bereich ist das Internet ein viel versprechender Multiplikator - so wäre beispielsweise ohne das Internet nie das japanische Verkleidungsrollenspiel www.cosplay.com in Europa bekannt geworden. Im Cosplay verkleiden sich junge Erwachsene nach dem Vorbild japanischer Zeichentrickfiguren (Mangas, Anime), fotografieren sich und veröffentlichen diese Fotos auf einschlägigen Websites. Abseits des Mainstreams leben jene jungen Erwachsenen im Cosplay unterschiedliche Optionen gesellschaftlich möglicher Rollen aus. Vergleichbare Rollenoptionen haben die Musikerin Madonna und die Künstlerin Cindy Sherman im Musik- und Kunstmarkt umgesetzt. Solche »Signale« sind vielfach noch zu schwach, um einen Massenmarkt zu etablieren oder in einer repräsentativen Gesellschaftsstudie einen Trend zu begründen. Trotzdem ist in den global zugänglichen Nischenmärkten des Internet zu erkennen, wie Individuen sich zunehmend ihre Identitäten aus Optionen multimedialer Zeichenwelten zusammenstellen.
Theme
Internet
Field
Kommunikationswissenschaften

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