Vienna Media Change & Innovation Lab
@VMCI_univie
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Research @IPKW_univie: digital media use in youth | political engagement in digital environments | media change & social relations | media innovation & autonomy
Vienna, Austria
Joined January 2024
👋 New team, who this? Find out on our brand new website 🥳 https://t.co/xod5jliwqb
@DesireeSchmuck @alex_woelfle_ @Klesl_Max @ElaForrai
mediainnovation.univie.ac.at
Vienna Media Change and Innovation Lab
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🌟New year, new horizons: We’re saying goodbye to X for now. Connect with us on the _sky app_ ☁️ (@ vmci-univie) and LinkedIn 🔗 ( https://t.co/K5FlPZVyDw) to stay up to date on our research 🧠✨
linkedin.com
Vienna Media Change and Innovation Lab (VMCI) | 150 followers on LinkedIn. The VMCI Lab is led by Prof. Dr. Desiree Schmuck at the Department of Communication of the University of Vienna.
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New publication from two of our team members in @polcommjournal! 🥳🥳
🚨 New pub! @DesireeSchmuck and I just published a paper in @polcommjournal! In this article (part of my PhD work), we investigated the prevalence, presentation, and popularity of political topics in the content of popular social media influencers (SMIs).
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Conclusions: -Effects of messages are complex & differences between SMIs and celebrities not clear-cut. -Source authenticity is not an SMI-specific quality, but can explain successful mobilization (via authenticity of endorsements). -Gender differences are important to consider.
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Central paths of the mediation model were confirmed across Study 2 and 3: perceived source authenticity ➡️ perceived authenticity of endorsements ➡️ young people’s participation intentions/behavior
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But: -Holding both authenticity variables constant, SMIs were better at directly increasing participation behavior (Study 2) and intentions (Study 3) among women than celebrities. -In contrast, men were more easily convinced by celebrities to engage in political action.
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Findings: -Influence of SMIs and celebrities in the context of humanitarian/political campaigns is rather small + engagement can even backfire. -SMIs were mostly not perceived as more authentic than celebrities and did not turn out to be more efficient endorsers than them.
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Three experiments were conducted among young people in 🇩🇪. Participation intentions were measured in all experiments + clicking on a petition link was additionally used as a DV in Study 2 & 3. Posts came from fictitious (Study 1 & 2) and real personalities (Study 3).
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Expectations: -Mobilizing messages from popular personalities should generally be successful in stimulating participation among followers. -SMIs are potentially more effective in this role than celebs, due to higher authenticity associated with SMIs + their endorsements.
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How effective are messages from celebrities and social media influencers (SMIs) in which they mobilize followers for a humanitarian cause? In their new publication in @PsychMarJournal, @DarianHarff and @DesireeSchmuck sought to answer this question. https://t.co/zeaDsKjOAd
onlinelibrary.wiley.com
Popular personalities like social media influencers (SMIs) and traditional celebrities can not only be used in the context of for-profit marketing, but also help non-profit campaigns address young...
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We are very pleased to welcome @DarianHarff as a postdoctoral researcher at @VMCI_univie, @univienna! Darian completed his Ph.D. at @LeuvenMassComm at @KU_Leuven. A very warm welcome to the VMCI team, Darian!
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Our Vienna-Leuven VMCI meeting was a great success! Next to two days of productive work, networking, and reflection, we also had a dinner under palm trees, solved a thrilling “murder” mystery in historic Vienna, and went on a scenic hike to a traditional Viennese Heurigen dinner.
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Needed some time to process it this weekend, but happy to say that I successfully defended my PhD! Huge thanks go to my awesome supervisor @DesireeSchmuck, as well as to my wonderful jury members @LHudders, @L__Vandenbosch, @Hameleers_M, @Brahim_Zr and great chair @kathbeullens.
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Reposts helfen uns sehr ☺️ (@OgKomm @SGKM_SSCM @dgpuk_meth @DGPuK_DigiKomm @FG_KommPol @MittelbauDGPuK @dgpuk_transfer)
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🎙️ Neuer #Podcast! 🌟 @DesireeSchmuck taucht in #anderquelle in die Welt der #Influencer ein und erklärt: Wie viel (politischen) Einfluss haben sie wirklich? 🧐🗳️ @univienna #Rudolphina #Wissenschaft
rudolphina.univie.ac.at
Kommunikationswissenschafterin Desirée Schmuck erforscht an der Uni Wien, wie moderne Meinungsführerschaft entsteht und wie Influencer Jugendliche sogar für Politik begeistern können.
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🚀 Werde Teil unseres Teams @IPKW_univie! Gesucht: #PostDoc 🎓 (für 6 Jahre, 100%) im Bereich #Medienwandel und #Medieninnovation ⚡Lust auf #Forschung und #Lehre im schönen #Wien? https://t.co/GiMvqq3O3B
#academictwitter @univienna
jobs.univie.ac.at
Universitätsassistent*in Postdoc am Institut für Publizistik- und Kommunikationswissenschaft
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This article is now also available open access! 🔓
🚨 Happy to announce a new publication! In this cross-country study (Germany and Belgium), we (w/ @DesireeSchmuck) explored which factors are linked with reliance on social media influencers (SMIs) for political information among youth. /1
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Journalist in België of Nederland? Wij hebben je nodig! We doen momenteel onderzoek naar het gebruik van generatieve AI op redacties. Grote fan? Of net helemaal geen interesse? Schenk ons 12 min. van uw tijd... en help ons met het onderzoek 👇 https://t.co/mjjYquNg8o 🔄 = 🙌
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We were very happy to host @DekoninckHeleen the past three weeks. Next to meeting members of our group, she presented the research into influencers she is doing with @DesireeSchmuck and @sophieboerman
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I was fortunate enough to chat on AI and Politics earlier this week, with two people I could talk with for hours and whose work I heart - they have shaped our present and our future: Andrea Guzman and Sam Woolley. Via NPR below: https://t.co/tK5imSMmxA
will.illinois.edu
Discussions on the dangers and benefits that artificial intelligence has on our democracy.
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