A. Marthe Möller (PhD, 2021) is an Assistant Professor of Entertainment Communication at the Amsterdam School of Communication Research (ASCoR). In her work, Marthe studies how social media usage  can foster connection. On the one hand, she investigates the boundary conditions and psychological mechanisms explaining the development of connectedness among social media users. On the other hand, Marthe investigates how computational methods and machine learning in particular can be used to study this topic. Marthe is an affiliate member of the UvA Data Science Centre and a co-director of the Digital Communication Methods Lab.

Research methods

• Experimental research
• Content analysis
• Computational text analysis methods (CTAM)

Current research

Amongst others, Marthe is currently involved in the following research projects:

• Connected through Entertainment: In this project, Marthe serves as a co-supervisor of PhD candidate Zhiying (Diana) Liu. The project studies how media usage can foster interpersonal connectedness and focuses on the role of social TV (i.e., discussing television content with others online) in particular.
• Sustainable Connections (in collaboration with dr. Rhianne W. Hoek): This project investigates how influencers communicate about the climate crisis on social media and how this impacts individuals' willingness to help society by adopting a sustainable lifestyle. 
• AnNoBias: This project (PI: dr. Anne C. Kroon) investigates the causes of annotation bias in crowd codings tasks. Furthermore, it studies how this affects classifications done by machine learning models trained on data containing such bias.

Research grants & honours

• Seed Funding Grant Receiver (2021, 2022)
• ASCoR Baschwitz Young Scholar Award (2022)
• Van Reijmersdal Aspasia Fund Research Grant (2021)

Bachelor

• Computational Communication Science 2 (see course description)
• Graduation Project (Bachelor thesis, see course description) 

Master

• Individual Thesis Supervision (see course description)
• Academic Writing (part of the course Research Methods Tailored to the Thesis, see course description)

PhD supervision

• Zhiying (Diana) Liu