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pecially middle and lower socio-economic groups) have not yet been systematically
carried out and available research material is very limited.
According to Clobes/Hagesdorn (2008), mainstream media users can be reached
by formats which comprise the following components:
being direct and transparent,
evoking empathy and being at the same level as media users,
communicating a high obligation and proceeding in a linear and pragmatic manner
(avoid too much theory),
enabling an understanding of aspects of societal and everyday life. This can include
information on new lifestyles, relationships, future orientation, globalisation,
migration and demographical changes.
emotion-orientated, integrating joyful elements in a non-judgemental manner.
Entertainment television and print/web 2.0 both embody many of the characteristics
described above.
Both genres are able (1) to broaden the scope of media available to higher educated
media users and (2) and, more importantly, to enhance the presence of
sustainability topics in mainstream media formats which are often consumed by the
difficult to reach less educated media users.
Argument 3: Television is the most highly consumed form of media in Germany
87.5% of media users watch television more than once per week, making it the
most consumed form of media in Germany. Moreover, television viewing for the
average consumer has increased from 196 to 225 minutes per day between 1996
and 2008. 4 In addition, television consumption increases with the age of the user.
In 2008, 14-19 year olds spent on average 149 minutes per day viewing TV, while
70-year olds spent 253 minutes5 . All these trends point toward increasing consumption
of television in Germany for the foreseeable future (Volpers et al. 2008).
4http://www.ard.de/intern/basisdaten/onlinenutzung/onlinenutzung_3A_20zeiten_20und_20dauer/- /id=55190/1l98aso/index.html, retrieved 25.06.2009
5http://www.ard.de/intern/basisdaten/mediennutzung/zeitbudget_20f_26_23252_3Br_20audiovisuelle_20medien/-
/id=54984/sfyd65/index.html, retrieved 25.06.2009
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