Sozialstrukturanalysen mit Lebensstilen

The dark side of online participation: exploring non-, passive and negative participation

“…This milieu categorization goes back to the Sinus-Milieus®, which were developed in the 1980s. Subsequently, the SinusMilieus® were applied in many contexts, mainly in the German-speaking world (Gröger, Schmid & Bruckner, 2011;Otte, 2004).…”

“…Internet milieus are largely in line with the older concept of Sinus-Milieus®, developed in the 1980ies (Otte, 2004;Gröger, Schmid & Bruckner, 2011). The Internet milieu typology was originally developed in two steps: with 60 qualitative interviews in a first step and a large face-to-face (computer-assisted) survey with 2047 respondents in a second step.…”

Ubiquität, Interaktivität, Konvergenz und die Medienbranche

“…So modern concepts of society do not solely describe it on the basis of classes (as in Bourdieu's early works), but as differentiated "milieus", which are similarity groups that are not only defined by their vertical position in the social hierarchy, but also in many other aspects of the social background. In many countries, this type of social differentiation has become a central concept of the theoretical and empirical construction of society (Geissler 2002;Otte 2004;Schulze 1992) -and also a tool for market research (Hubert Burda Media 2005;Sociovision 2005). Especially household characteristics and lifestyle aspects have been linked to milieus in a recursive way: Milieus are partially defined by them, however, they are also heavily influenced by the milieu orientation.…”

“…One has to note that this has been criticized several times as a vicious circle; furthermore, some say that the predictive value of milieus can be substituted by using simple sociodemographic factors (Diaz-Bone 2004). Nevertheless, this has not been detrimental to the success of the milieu concept, and in contrast to the criticism, it has been convincingly demonstrated that milieu and lifestyle concepts offer much better predictions of social differentiation for a lot of uses and questions (Otte 2004). …”

“…These interviews were "modular", since they had to focus on the respective domestic situation: Based on the individuals' media use, they were asked personalized questions regarding the respective media devices. In addition to these media centered items, we asked the household members questions regarding their lifestyle and milieu positioning (based on items of Bourdieu 1979;Otte 2004;Schulze 1992), as well as general questions regarding their individual sociodemographic characteristics; overall, the interviews included roughly 30 questions and scales plus 7 additional questions and scales per medium device, including open as well as closed items).…”