New PGMT Lab Member: Dr. Rebecca Scharlach

We are excited to welcome Dr. Rebecca Scharlach as the newest member of the PGMT Lab at ZeMKI! In her postdoctoral project, Rebecca will explore the socio-technical impact of integrating generative AI into social media platforms.

Rebecca has been awarded a research grant from the University of Bremen for her postdoctoral project (2024–2027), ‘Re-evaluating Governing Principles: Navigating the Integration of Generative AI in Social Media Platforms’, where she will explore how social media companies navigate the integration of generative AI and what is needed to uphold core values amid technological and regulatory changes.

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Dr. Scharlach earned her PhD in September 2024 from the Department of Communication and Journalism at the Hebrew University of Jerusalem. Her dissertation, titled ‘The Construction of Values by Social Media Platforms,’ was conducted as part of the ERC-funded research project DigitalValues under the supervision of Prof. Limor Shifman.

Her work has been published in leading outlets such as New Media & Society, Journal of Computer-Mediated Communication, Journal of Communication, and Communication Theory.

Discover more about her work at https://www.rebeccascharlach.com/.

Stay tuned for updates on her upcoming project—more information will be shared here soon!