Die Jury des Hans Bausch Mediapreises des SWR hat entschieden: Thomas J. J. Scherer wird für seine Studie "Inszenierungen zeitgenössischer Propaganda. Kampagnenfilme im Dienste des Gemeinwohls" ausgezeichnet. Scherer untersucht kurze Spots, die - dramaturgisch und ästhetisch aufwendig gestaltet - für Ideen, Werte, Lebensregeln, konkrete Verhaltensweisen oder gar Weltanschauungen werben: Als Aufklärungskampagnen für umweltbewusstes Denken und Handeln zum Schutz vor mensch- und naturgefährdenden Klimawandel, für die Verbesserung der allgemeinen Gesundheit, für antidiskriminierende Familienbilder, für bewussten Umgang mit Urheberrechten, gegen Alkohol am Steuer. Solches "Social Advertisement" findet sich etwa in den Werbeblöcken von Kino- und Fernsehprogrammen oder in den Timelines von Social-Media-Accounts.
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