Between Online Heaven and Cyberhell

Abstract

The diffusion of the internet in Germany was accompanied by strong attention from the traditional mass media who considered the new medium extensively in their coverage. Their media framing of the internet is analyzed following the four dimensions of framing identified in earlier research on media issues. Central to this process are the argumentation patterns used in this research which were defined with regard to a qualitative analysis of the multimedia discourse. Results of a quantitative content analysis of German news magazine coverage (1995-8) indicate that these media had a strong tendency towards a favorable assessment of the internet. The euphoric and economically optimistic argumentation patterns were most important, and outcomes of the development were evaluated as supporting the emancipation of the individual. However, this particular way of framing the internet issue is only partly reflected in the perceptions of users.