The Media Effects Research Unit focuses on the study of media effects, particularly in the context of digital media environments such as social media, as well as topics related to political communication and media psychological issues.

Given the current crises, political and societal changes, and the evolving media landscape, communication science, as well as media effects research, are becoming increasingly important. Today, political information is increasingly conveyed through digital channels, particularly social media platforms. This development raises new and pressing societal questions that the Media Effects Research Unit addresses in both research and teaching, including:

• To what extent do (social) media influence political polarization processes, (anti-)democratic attitudes, and intergroup relations? What interventions could be effective in this context?
• What (political) effects are generated by new digital communicators, such as social media influencers? How do influencers impact (political) knowledge dissemination and trust in traditional media channels?
• What are the consequences of the scandalization of political actors in media coverage?
• What impact does generative artificial intelligence (AI) have on perceptions, (political) behavior, and communication processes? Does AI amplify the effect of misinformation and disinformation, and how can it be used effectively to combat such issues?

The Media Effects Research Unit has an international focus. In both research and teaching, we maintain regular collaborations with renowned universities in Europe (e.g., University of Amsterdam, University of Vienna, University of Oxford) and the United States (e.g., University of North Carolina at Chapel Hill