Applied research is an important pillar of Macromedia University and an integral part of Macromedia’s teaching. One main focus is on the opportunities of the digital transformation in business and society. There are longer-term research cooperations with some partners. In the following, we provide a brief overview of current, particularly exciting projects that are funded as part of the Research Project Award. In addition, there are many other important topics that colleagues are pursuing and implementing.
Since 2017, Microsoft News has been involved in a number of applied research projects at Macromedia University. The overarching research interest of the long-term cooperation is the potential of artificial intelligence for media companies. How can intelligent systems increase efficiency and effectiveness or relieve employees and give them more freedom for creative activities? Where can new value chains be defined with the help of self-learning algorithms? How can media companies generate product and business model innovations through the use of artificial intelligence?
More infoThe technology of digital communication has long been an everyday routine in the job description of press spokespersons. However, digital communication encompasses more than just the content of dialogue-oriented channels such as Twitter, Facebook, email, video conferences (Zoom, Teams, etc.), TikTok and WhatsApp.
More infoIn the interdisciplinary team of the overall research project consisting of media scientists, psychologists, lawyers and data analysts, the framing of discourse contributions and the dynamics of hate-driven communication will be analysed in the media research module with a view on successful interventions.
More infoPassionate pursuit of a hobby or leisure activity leads many young, creative, and talented people into entrepreneurship. Their start-ups are seen as drivers of innovation and growth and are promoted worldwide. This passion can spill over into the business or can lead to conflict and therefore plays a significant role in determining business success and failure.
More infoEcological science fiction imagines worlds in which contemporary pollutions and their potential magnitude are discussed in the estranged context of a fictional world. These narratives, in other words, explore alternatives to our empirical present in which ecological issues are either solved or considerably improved upon.
More infoTogether with the University of Bremen, the University of Hamburg, the Christian-Albrechts-Universität zu Kiel and the technology company Ghostthinker, Macromedia University has been involved in the research project “Video-based Learning through Research on Sustainability: Student Crowd Research (SCoRe)” since October 2018. The multi-year collaborative project is financially supported by the Federal Ministry of Education and Research (German: Bundesministerium für Bildung und Forschung, or BMBF) as part of its High-Tech Strategy 2025.
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