Mass communication as our familiar mode of a medial organised public is integrated into the current cultural change of society. The article takes a look at one aspect of this change, which comes along with a shift in the function of the recipient with regard to medial texts. Reception takes over essential functions of text production, which until then has been left to the authors and broadcasters. While the distinct, coherent medium is no longer shaping our mass communication as token for granted, new text types like intramedial links gain importance. They give the recipient the possibility to combine media offers into a kind of personalised units, which fit in the recipients' relevance structures.
%0 Journal Article
%1 bachmair_communicative_2006
%A Bachmair, Ben
%D 2006
%J MedienPädagogik: Zeitschrift für Theorie und Praxis der Medienbildung
%K Bildungsangebot Bildungsprozess Marktwirtschaft Medien Mediendidaktik Medieneinsatz Mediennutzung Professionalisierung Unterrichtsmedien
%N 00 Einzelbeiträge
%P 1--29
%R 10.21240/mpaed/00/2006.05.10.X
%T Communicative Modes after the Coherent Media – Orientation within as semiotic space
%U http://www.medienpaed.com/article/view/224
%X Mass communication as our familiar mode of a medial organised public is integrated into the current cultural change of society. The article takes a look at one aspect of this change, which comes along with a shift in the function of the recipient with regard to medial texts. Reception takes over essential functions of text production, which until then has been left to the authors and broadcasters. While the distinct, coherent medium is no longer shaping our mass communication as token for granted, new text types like intramedial links gain importance. They give the recipient the possibility to combine media offers into a kind of personalised units, which fit in the recipients' relevance structures.
@article{bachmair_communicative_2006,
abstract = {Mass communication as our familiar mode of a medial organised public is integrated into the current cultural change of society. The article takes a look at one aspect of this change, which comes along with a shift in the function of the recipient with regard to medial texts. Reception takes over essential functions of text production, which until then has been left to the authors and broadcasters. While the distinct, coherent medium is no longer shaping our mass communication as token for granted, new text types like intramedial links gain importance. They give the recipient the possibility to combine media offers into a kind of personalised units, which fit in the recipients' relevance structures.},
added-at = {2017-02-21T12:43:38.000+0100},
author = {Bachmair, Ben},
biburl = {https://www.bibsonomy.org/bibtex/2ad1c65a915df4acb181d36f4da04a499/klausru},
doi = {10.21240/mpaed/00/2006.05.10.X},
interhash = {3ef5400ca5ff83726cc67b597d194765},
intrahash = {ad1c65a915df4acb181d36f4da04a499},
issn = {1424-3636},
journal = {MedienPädagogik: Zeitschrift für Theorie und Praxis der Medienbildung},
keywords = {Bildungsangebot Bildungsprozess Marktwirtschaft Medien Mediendidaktik Medieneinsatz Mediennutzung Professionalisierung Unterrichtsmedien},
language = {English},
month = may,
number = {00 Einzelbeiträge},
pages = {1--29},
timestamp = {2017-02-21T12:46:01.000+0100},
title = {Communicative {Modes} after the {Coherent} {Media} – {Orientation} within as semiotic space},
url = {http://www.medienpaed.com/article/view/224},
year = 2006
}