Neue Medien und neue Kommunikationsformen

Im Forschungsfeld "Neue Medien und neue Kommunikationsformen" untersucht Prof. Dr. Laura Illia die Legitimation von Organisationen auf Social Media oder den Einsatz neuer Medien durch Unternehmen zum Dialog mit ihren Stakeholdern. Andere Professor/innen des DCM, namentlich Prof. Dr. Diana Ingenhoff, tragen ebenfalls zur Forschung in diesem Bereich bei.




  • Organizational Wrongdoing, Social Media
    • Principal investigator:  Laura Illia
    • Duration: 2017-ongoing
    • Funding:  BBVA


    We analyze discourses in social media and we explore how audiences coalize against organizations and institutions and exert social control on them. We explore how negative social evaluations spreads across multiple audiences. We also explore how  a stigmatizing label is spread through social, cultural and political dynamics and symbols.


    Publications and presentations

    • Illia, L., Etter, M., Helms, W., Caserta, M, Ludovico, N. (2019) The formation of organizational stigma in the fleeting context of Twitter. Presented at the CSR conference in Stockholm 2019 (Stockholm School of Economics
    • Illia,L., Castello, I., Zamparini, A., (under preparation). How shame is build in Twitter through symbolic use of past and present social and cultural dynamics.
    • Colleoni, E., Illia.,L., Zyglidoplolous, S (under review). Beyond Differences: The Use of Empty Signifiers as an Organizing Device for New Social Movements
  • From Corporations to Hashtags: Infomediation in Social Media
    • Principal investigator:  Laura Illia
    • Duration: 2015-ongoing
    • Funding: UniCredit and Universities Foundation


    We analyze how audiences’ express dissent toward banks in Twitter, how these discourses become prominent and get attention of news media, as well as how banks respond to these legitimacy threats through their corporate press releases with the aim to influence media coverage.  We apply digital social network methods to explore individual's and institutional info-mediation about banks and banking industry Machine learning and text mining is also applied.


    Publications and presentations

    • Illia, L., Colleoni, E., Meggiorin K. (under review) How Unknown Infomediaries Might Influence Evaluations and Outcomes of Corporations.
    • Illia,L., Etter, M., Colleoni., E., Meggiorin K. (under review) The role of refracted attention for the formation of organizational legitimacy across evaluators.
    • Illia, L. Etter., M., Colleoni, E., Meggiorin K., (2020) From micro-level to macro-level legitimacy
    • Exploring the co-creation of legitimacy judgments at meso-level. Paper Presented at the EGOS conference 2020 (Hamburg, virtual conference)
    • Etter, M., Colleoni, E., Illia. L., Meggiorin, K. (2018) Measuring Organizational Legitimacy in Social Media: Assessing Citizens’ Judgments with Sentiment Analysis. Business and Society., 57 (1).,60-97.
    • Illia, L., Bantimadouris, P., Meggiorin, K. (2016) Corporate Agenda Setting at the Third Level: Comparing Networks of Attributes in Corporate Press Releases and Media Coverage In book: The Power of Information Networks: The Third Level of Agenda Setting, Chapter: Corporate Agenda Setting at the Third Level: Comparing Networks of Attributes in Corporate Press Releases and Media Coverage, Editors: Guo L., McCombs M.
  • The Challenges of Digitalization for Organizational Communication and Public Diplomacy: Social Media Communication, Network Analysis and Key Influencer Marketing
    • Principal investigator: Diana Ingenhoff
    • Duration: 2015-ongoing
    • Funding: Own funds


    The Challenges of Digitalization for Organizational Communication and Public Diplomacy: Social Media Communication, Network Analysis and Key Influencer Marketing
    In recent years, social media communication and influencer marketing has become one of the main challenges of the media sector, especially for organizational communication and (digital) public diplomacy. Our research in this area aims to analyze

    • the potential advantages of influencer marketing and its effects on credibility and professionalism
    • the role of international exchange program participant blogs and their narrative strategies of audience engagement, conceptualizing bloggers as cultural mediators in digital diplomacy 
    • why and how individuals use corporate brand pages on social networking sites

    From an interdisciplinary perspective, our research draws on theories and literature from the fields of communication management and international public relations, marketing, media psychology, as well as media usage studies, combining qualitative and quantitative methods.


    Publications and Presentations (Selection):

    • Ingenhoff, D. & Tovirac, A. (2017): Herausforderungen und Grenzen von Influencer-Kommunikation. DGPuK-Fachgruppentagung PR/Organisationskommunikation, Wien, Österreich, 23.-25.11.2017.
    • Lee, K. S. & Ingenhoff, D. (2017). Storytelling as an engagement strategy: Key influencers in online educational and cultural exchange communities. CPD (Center on Public Diplomacy) Oxford Doctoral Conference on Digital and Public Diplomacy, University of Oxford, Great Britain, 02.-03.06.2017.
    • Sevin, E., Ingenhoff, D. (2017): Overcoming the Measurement Challenge: Nation branding messages on social media. 67th ICA Annual Conference, San Diego, USA, 25.-29.5.2017.
    • Ruehl, C.H. & Ingenhoff, D. (2015): Communication management on social networking sites: Stakeholder motives and usage types of corporate Facebook, Twitter and YouTube pages. Journal of Communication Management. Vol. 19(3), 288-302. Link
  • Die Rolle der Twitter-Nutzung von Schweizer Journalistinnen und Journalisten
    • Projektteam: Julia Metag (DCM), Adrian Rauchfleisch (Universität Zürich)
    • Laufzeit: 2014-2016
    • Förderung: Eigenmittel


    Wie nutzen Schweizer Journalistinnen und Journalisten Twitter? Wie integrieren sie insbesondere Tweets von Schweizer Politikerinnen und Politikern in ihre Arbeit? Mit diesen Fragen beschäftigt sich das Forschungsprojekt, in dessen Zentrum eine standardisierte Online-Befragung von Journalistinnen und Journalisten in der Schweiz steht. Analysiert wird, welche Funktionen die Journalistinnen und Journalisten Twitter zuschreiben, warum sie politische Tweets für ihre Berichterstattung nutzen und welche Folgen dies für mögliche Agenda-Building-Prozesse hat.


    Präsentationen und Publikationen:

    • Metag, J./ Rauchfleisch, A. (im Erscheinen): Agenda-Building durch Twitter? Eine Analyse der Nutzung politischer Tweets durch Schweizer Journalisten. In: Vowe, G./ Henn, P./ Friess, D. (Hrsg.): Politische Online-Kommunikation. Berlin.
    • Metag, J./ Rauchfleisch, A. (2016): Agenda-building and journalists’ use of political tweets: From information subsidies to perceived influences. Vortrag auf der Jahrestagung der International Communication Association (ICA), Fukuoka, Japan, 09. – 13.06.2016
    • Metag, J./ Rauchfleisch, A. (2015): Die Agenda-Building-Funktion politischer Tweets. Eine Analyse der Nutzung politischer Tweets durch Schweizer Journalisten. Vortrag auf der Jahrestagung „Politische Online-Kommunikation. Voraussetzungen, Facetten und Folgen des strukturellen Wandels politischer Kommunikation“ des Arbeitskreises „Politik und Kommunikation“ der DVPW und der Fachgruppe „Kommunikation und Politik“ der DGPuK, Düsseldorf, 19.-21.02.2015.
    • Metag, J./ Rauchfleisch, A. (2015): Why do Swiss journalists use Twitter? An analysis of the functions of Twitter and the role of professional variables for journalistic Twitter use. Vortrag auf der Jahrestagung „Re-Inventing Journalism“ der Fachgruppe „Journalismusforschung“ der DGPuK und der Journalism Studies Section der ECREA, Winterthur, 05.-06.02.2015.