„Feels like Heimat“: Effects of formats evoking feelings of “Heimat” in German TV

• Applicant: Professor Dr. Holger Schramm
• Subject Area: Communication Sciences
• Term: from 2019 to 2022
• Project identifier: Deutsche Forschungsgemeinschaft (DFG) - Project number 432350103

Based on the steady high attraction and use of “Heimat”-formats in German TV for years, this project aims at explaining the effects of the consumption of these “Heimat”-formats against the backdrop of identity-, mood-, and emotion-related concepts and theories of reception and effects research. The assumption and in many media channels published idea, that “Heimat”-related content can convey or evoke feelings of comfort, safety, and satisfaction and therefore compensate fears, insecurities, or feelings of foreign infiltration, serves as a basis. Three complementary experiments will investigate, to what extent and under which conditions “Heimat”-formats can evoke feelings of “Heimat”, improve mood states and psychological (eudaimonic) well-being as well as initiate processes of empowerment (positive rating of one’s social identity or culture and negative rating of foreign social identities or cultures). This project should help to set the so far un-investigated topic on the national and international research agenda as well as to foster discussions in (media) public, because the results are of high sociopolitical topicality and relevance.

• DFG Programme: Research Grants