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Kommentare 163

Generation Z: Gefühle statt Argumente und Bilder statt Worte

Die rasant wechselnden Kommunikationskanäle zu bespielen, über die eine junge Zielgruppe (Generation Z) erreicht werden kann, wird immer schwieriger. Eine mindestens ebenso große Herausforderung ist eine zeitgemäße Ansprache:

„Gefühle sind wichtiger als Argumente und mit Bildern zu verführen ist wichtiger als mit Worten zu überzeugen“, erklärte Matthias Rohrer vom Institut für Jugendkulturforschung bei einer Veranstaltung der Plattform „Digital Business Trends“ (DBT) gestern, Donnerstagabend, in Graz.

Emotion, Bilder und Geschichten

„Ein gutes Produkt alleine reicht nicht mehr und Markenimage auf Faktenbasis funktioniert nicht mehr. Um von Jugendlichen wahr- und angenommen zu werden, müssen Inhalte ansprechend verpackt sein und den Rezipienten auf einer emotionalen Ebene ansprechen“, so Rohrer. Denn für die neue Generation stehe der Lustgewinn im Mittelpunkt, das Hier und Jetzt dominiere und es herrsche eine Kultur der Selbstdarstellung – „man ist Regisseur und Darsteller seines Lebens“.

Es gehe um Gefühle und Geschichten, nicht um Logik. „Sie sind heute beispielsweise kaum mehr via Facebook erreichbar, vor wenigen Jahren noch DER Medienkanal für Jugendkommunikation. Heute ist hingegen Instagram der „place to be“, aber auch das wird nicht ewig so bleiben“, ist Rohrer überzeugt. „Das Erzählen von Geschichten wird wichtiger, überhaupt von persönlichen Geschichten“, bestätigte Martina Marx, Redaktionsleiterin von Futter, das junge Magazin der Kleinen Zeitung. „Wichtig ist, ehrlich und authentisch zu sein“, so die Expertin.

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