In the field of media and business communication, we focus on the reception and impact of high-reach and therefore economically relevant communication and media offerings. In particular, we focus on the highly popular entertainment and music sector as well as advertising.
How are these offerings experienced and processed? What factors influence the impact and therefore the success of media communication? How must a media offering, a message or an advert be designed in order to trigger certain processes of experiencing and processing in recipients?
From our point of view, reception and impact research in particular offers valuable insights for the strategic design and conceptualisation of communication and media offerings, which have been severely neglected to date.
