Ruhmestausch – oder: sich im Glanze anderer sonnen

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Jeder hat ihn schon mal gesehen, den von allen Moderatoren belächelten und von den Fernsehzuschauern ungläubig bestaunten Winker im Publikum. Irgendwie peinlich berührt und dennoch fasziniert beobachtet man während der Live-Übertragung von Wetten dass…? einen Mann, der minutenlang hinter Thomas Gottschalk den Kopf reckt, um von der Kamera erfasst zu werden. Meint er dann, gut im Bild zu sein, strahlt er fernsehtauglich über das ganze Gesicht und schwenkt mit großer Gebärde seine Arme durch die Luft.

 

Was mag in diesem Mann vorgehen? Wie, meint er, kommt sein seltsames Gehabe beim Zuschauer an? Eigentlich muss ihm doch klar sein, dass seine lächerliche Aktion ihn höchstens auf den Bildschirm von Satiresendungen bringen kann – warum tut er es dennoch und macht sich zum Gespött der Leute?

Die Antwort ist so erschütternd wie banal: Er will wahrgenommen werden – und er nutzt die Gunst der Stunde, sich im Scheinwerferlicht, das eigentlich einem anderem gilt, zu sonnen. Der Drang nach Selbstdarstellung bringt ihn dazu, sich albern zu benehmen, und damit ist er in guter Gesellschaft. Die Gattung der Winker ist fast überall auszumachen, ganz gleich ob in großen Samstag-Abend-Shows, bei Sportübertragungen oder Musiksendungen, in Talkshows oder Kochduellen. Da steht der arme Otto Normal und winkt sich hoffnungsvoll in den Himmel der Berühmten – ach, möge doch ein kleines bisschen Glanz auf meine Schulter scheinen!

Die Grundidee dieser – zugegeben – harmlosen Form der Publicity-Sehnsucht wird von vielen geteilt. Ob Politiker oder Revolutionär, Erpresser oder Wohltäter, Designer oder Müllmann, Tabak-Konzern oder Krankenhaus, Zeitungsgigant oder Provinzreporter: Sie alle haben sich diese schlichte PR-Taktik zu eigen gemacht, weiterentwickelt und für die eigenen Zwecke benutzt. Zugegeben, keiner von ihnen winkt in die Kamera und grüßt seine Tante in Wuppertal; aber das ist ja auch nicht die Grundidee. Das Prinzip das dahinter steht, ist, sich im Glanze Anderer zu sonnen. Der Umweg über die fremde Popularität führt nämlich häufig zum gewünschten Erfolg.

Werber lieben diese Ruhmes-Strategie und so hat sich in den letzten dreißig Jahren innerhalb der Branche ein ganz eigener Bereich entwickelt, der nichts anderes organisiert als den professionellen Ruhmestausch, neudeutsch: Sponsoring. Egal ob im Sport, in Kunst, Musik oder neuerdings auch im Bildungswesen – immer geht es um einen wirkungsvollen aber dezenten Imagetransfer. Während plumpe Werbung – also die unverhohlene Präsentation eines Produktes – vom Publikum eher abgelehnt wird, ist das – eben doch nicht – unsichtbare Fördern einer scheinbar guten Sache sehr akzeptiert. So finden sich in allen Städten immer wieder großzügige Spender für die Sitzbank im Park, die Schaukel auf dem Kinderspielplatz oder die Tischtennisplatte im Jugendzentrum. Hauptsache, der Spendername ist irgendwo mehr oder weniger dezent aber immer sichtbar platziert.

Prominente Gesichter und vertraute Symbole steigern den Effekt und geben dem PR-Gag erst den richtigen Speed. Manche PR-einsteiger wählen bewusst medienpräsente Motive, mit denen sie jonglieren;  aber auch umgekehrt profitieren die ausgewählten Prominenten von diesem Ruhmestausch. Eine Weisheit, die sich die Köpfe der aktuellen Werbe-Kampagne der Bildzeitung ganz offensichtlich zunutze machen wollen, wenngleich klügere Köpfe sich lieber hinter anderen Zeitungen verstecken.

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