Research Priority Area
The Research Priority Area (RPA) Communication puts questions about the effects of media and communication center place. The RPA is guided by a shared empirical focus on the contents, uses and consequences of media and communication.
It pioneers in a renewal of media effects theorizing and it aims to contribute to communication science theories, while also interacting with other disciplines. Key questions evolve around the uses and effects of communication on individuals’ attitudes, emotions, and behavior.
Scientific perspectives of the RPA
The impact of media and communication on individuals, groups, and society is central in both societal debates and research. This RPA is leading in a turn in the social and behavioral sciences in which communication effects are understood not as across-the-board, but as conditional and as moderated by individual and contextual factors. The susceptibility to communication effects is differential and the research pursued follows an entirely new understanding of media effects and message processing.
In order to achieve this goal truly, interdisciplinary research is needed. The RPA researchers are interdisciplinary with backgrounds in political science, methods, developmental psychology, social psychology, marketing, pedagogy, in addition to communication science. This unique combination of knowledge, researchers, and disciplines is needed to investigate communication effects based on individual, situational, and contextual factors.