Abstract
It is not only experts who complain about the lack of quality of German films and commercials. One reason for the lack of success of such mediatised communication lies in a systematic lack of interaction between media practice and media research. Current German-language media effects research largely evades the socially and practically useful task that is required and expected of makers. The main reason for this is that the research frameworks (conceptual frameworks) that are mostly used largely ignore practice-relevant categories such as the audience perspective. The interactionist model of mediatised communication presented here is therefore intended as a research framework to focus on what is overlooked. In addition, this model is also intended to serve practitioners as a test scheme for media planning, to make mediatised communication - measured against their own standards - more calculable and thus more successful.
