Prof Cornelius Puschmann presents the INDI research project at the BMBF in Berlin

Prof. Cornelius Puschmann from the Lab for Digital Communication and Information Research (DCID) will present the research project “Informed by Influencers?” (INDI) at the networking meeting of the funding projects of the Science Communication Research funding guideline on 7 May 2024 at the Federal Ministry of Education and Research (BMBF) in Berlin.

The research project “Informed by Influencers? (INDI)” systematically and quantitatively analyses the use of digital media by young people aged 18 to 30 in Germany in relation to the topic of climate change, with a special focus on platforms such as Instagram, YouTube and TikTok. Given the central role that the internet and social media play in public communication, especially for younger citizens, the project addresses the challenges of a fragmented information landscape and the rise of alternative communicators, which are amplified by the algorithm-driven and often non-transparent mechanisms of these platforms. The project employs innovative computational data collection methods, including digital behaviour tracking and audiovisual content analysis, to gain insights into media consumption habits and the influence of non-traditional communicators. The study aims to shed light on the relationship between media use on the topic of climate change and factors such as users’ knowledge, attitudes and behavioural intentions. It also addresses the problems of low transparency of algorithmic filters and the shortcomings of traditional survey research in this context. Through its comprehensive and detailed approach, the project aims to close important research gaps and make a contribution to improving digital science communication.