Abstract:

Today, trend research can no longer be conceived in terms of updating motivations, attitudes and interests, but must also be understood as determination of reaction patterns to given environmental conditions. Based on continuous observation of the psychological variables within the population since 1973 it has to be noted that all in all an increase in individualisation is to be observed. This process of individualisation is however superimposed be fear and resignation due to a feeling of insecurity as to the further development of the personal economic situation. Work orientation is increasingly replaced by leisure-time orientation. This goes along with a growing trend for an individual way of life and for adventure. These overall psychological trends are also reflected in media utilisation. However, the future development will largely depend on the increase or decrease of the feeling of fear and insecurity.