Key Focuses

The Institute of Media Economics has set itself the task of documenting, analysing and evaluating all aspects of this digital transformation, thereby creating a basis for entrepreneurial and media-policy decisions. The research team, which is comprised of experts from a wide range of disciplines, offers both theoretically sound basic research and practice-oriented services for companies, civil-society actors and public administration.

Digital Business & Smart Data Management

Digitalisation is accompanied by a profound transformation in the economy and society. Keywords such as mediatisation, datafication, service orientation or automation are representative of the challenges and potential of this transformation and its often contradictory logic. The research focus Digital Business and Smart Data Management examines the effects of digitalisation on business models, diversification processes and innovation strategies in the media industry. Special attention is paid to the importance of new methods of data management, data analysis and data control.

The key focus is supervised by Tassilo Pellegrini.

Global Media Markets & Local Practices

In this day and age, global and local media services are closely interwoven in the daily lives of their recipients. Digitalisation has massively increased the availability of international productions and companies themselves are becoming proactive in a global environment. In the framework of this research focus, the interrelationship between local practices and global markets is illuminated. This includes an examination of global licensing and global-business relationships as well as an exploration of local forms of the use and acquisition of global offerings. Also of great importance is the evaluation of regulatory measures to control concentration and safeguard the diversity of media services.

The key focus is supervised by Andreas Gebesmair.

Communication & Consumer Experience

Communication possibilities have greatly expanded as a result of digitalisation. In addition to traditional mass media dissemination, the content of advertising, business and financial communications can now be published directly by the sender, linked to eCommerce options and targeted in a dialogue-oriented manner. Through various social media channels, users can also share their product and company-related content with their community or a dispersed audience. For research, this raises new issues as well as extended, especially data-driven analysis options. Our research focuses on consumer experience and user engagement along the customer journey and the question of how different channels and brand touchpoints in the context of multi- and omni-channel marketing can be optimally integrated.

The key focus is supervised by Johanna Grüblbauer.