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Department of Communication and Media Research Media Psychology & Effects


Department V is dedicated to the general research of selection, reception and effects from a communication scientific and media psychological perspective. The main research concentrates on the following:

Political Communication

Main issues: Political persuasion, effects of infotainment, attitude formation in election and referendum campaigns.

Entertainment and Emotion Research

Main issues: sport and media, music and media, infotainment, affective media effects, mood management, parasocial interaction, presence ("feeling of being there"), suspension of disbelief, parental mediation of children's media usage

Sustainability Communication

Main issues: Promoting sustainable and environmentally-friendly behavior, social norm approaches, sustainable tourism


Online & mobile communication

Main issues: online newspaper, non-mediation (presence), hypertext research, search machines, diffusion and appropriation of new communication technologies (mobile, chat, short message services, ...)

Higher education research

Main issues: research concerning the situation and career advancement of doctoral students and assistant professors in the field of communication science, debate of self-conception, didactics of teaching measuring methods

Advertising Effects Research

Main issues: Effects of classical and new forms of advertising (e.g., Product Placements), context effects.

Methods research

Main issues: Principles and logics of research in content analysis, survey and experiment; Conceptualization and operationalization of constructs