Nothing but ZiB and Krone? Media Orientations of Austrian Parliamentarians

In view of some fundamental transformations in the social and media environments of political action, political representatives have come under pressure to choose "adequate" channels in order to stay in touch with their citizens and voters. The choice of "adequate" media and communication channels depends on both individual predispositions and institutional settings. This becomes apparent, when the current media orientations of Austrian national and regional parliamentarians are compared, which was the focus of a representative online survey of Austrian politicians that was carried out in March 2012. The findings reveal not only different media orientations among Austrian political representatives, but also distinct types of media. As a basis for their external political communication, the parliamentarians compile diverse media menus.