Research line 1 Online media developments (Theme 1.1-1.4)

Today’s media are characterized by digitization, interactivity, connectivity, mobility, ubiquity, multitasking and fragmentation. Devices such as smart phones and tablets afford reading, watching and listening and are able to integrate and complement previously separated media activities. A major aim of this research line is to understand what influences the perceptions and the way consumers use digital media, and with what consequences, with a specific focus on the use and effectiveness of personalized communication. Within this line, we study the possibilities and challenges of new interactive digital media and technologies such as augmented reality, location-based advertising apps and mobile health apps that collect real-time health data.