The visibility and invisibility of scientific knowledge, its creation, and of scientists are at t... more The visibility and invisibility of scientific knowledge, its creation, and of scientists are at the core of science communication research. Thus, prominent paradigms, such as the public understanding of science or public engagement with science and technology, have implications for the visibility of scientific knowledge in the scientific community and among the public. This article posits that visibility in science communication is achieved with the availability of scientific knowledge, the approval of its dissemination, and its accessibility to third parties. The public understanding of science and public engagement with science paradigms emphasize different aspects of visibility with the latter focusing on the visibility of the creation of scientific knowledge more than public understanding of science which focuses on the knowledge itself. The digital information environment has engendered new formats and possibilities for visibility but also new risks, thereby creating tensions i...
The variable tone measures the overall impression of the technology covered in a unit of analysis... more The variable tone measures the overall impression of the technology covered in a unit of analysis (e.g. newspaper article). The variable addresses the question whether the overall interpretation of a technology within a media item is rather positive, neutral or negative. In the case of technology, the variable tone is in part related to risk and benefits portrayed in the news media coverage (e.g. Nisbet & Lewenstein 2002). Field of application/theoretical foundation: The tone of news media coverage is analyzed in various domains to understand how actors, topics or current issues are evaluated in the media coverage. The tone reflects how journalists interpret issues, such as a technology or technological developments. It is assumed that the tone of the news media coverage is particularly relevant regarding the recipients’ interpretation of issues or actors in question. Example studies: Lemańczyk (2012); Kojo & Innola (2017) Information on Lemańczyk, 2012 Authors: Szczepan Lemań...
The financial crisis in Europe and the United States, the war in Syria, the refugee crisis, and t... more The financial crisis in Europe and the United States, the war in Syria, the refugee crisis, and terrorist attacks – crises seem to permeate everyday life and make headlines. Crisis as a central, persistent element of modern life has been the subject of scholarly discussions in various disciplines. Political communication research approaches crisis from two different angles. First, political crisis communication research deals with communication about political crises, such as political upheavals, protests, and subversions of governments and presidents. One of the most recent examples of a political crisis comes from Venezuela, where political changes and problems, such as corruption and undemocratic governance, have brought about economic problems (hyperinflation), a rising crime rate, hunger, and disease. Second, many other types of crises involve political communication because they also lead to policy reactions or at least discussion on their political aspects. For example, natur...
Twitter has already become one of the most important social media platforms for political communi... more Twitter has already become one of the most important social media platforms for political communication. Concerning the use of Twitter in politics, two possible developments have been at the core of the theoretical discussion ‐ equalization and normalization. As normalization seems to be the case in most western countries about politicians’ Twitter use, it is yet unknown to what extent this debate can be applied to non-election times. The aim of our study is threefold. First, we address the debate of normalization on Twitter with a focus on the activity level on Twitter. Second, we classify the politicians based on their activity level in order to investigate to what extent the Twitter use still differs even if a high level of adoption has been reached. Third, we analyse the impact of the traditional media on the Twittersphere during parliamentary and non-parliamentary phases, thus focusing on non-election times. Our results show that even though media attention gives some politicia...
Scholars of science communication have identified population segments that differ in their percep... more Scholars of science communication have identified population segments that differ in their perceptions of and attitudes toward science as well as in their patterns of science-related information and media use. So far, however, most of these studies employed quantitative, standardized methods and their descriptions could not go into qualitative detail. This study fills this gap: It delivers an in-depth description of members of four audience segments that were identified in a prior, representative survey in Switzerland. Forty-one of these survey respondents, representing different segments, were asked to note their encounters with science in smartphone-based diaries, and diary entries were discussed in qualitative follow-up interviews. Results show that the segments differ in their criteria for identifying science, expectations toward science, and their reasons to use science communication.
This article examines hostile media perceptions (HMPs) by building on recent trends in hostile me... more This article examines hostile media perceptions (HMPs) by building on recent trends in hostile media research. Our study considers the effects of people’s cognitive as well as their affective involvement on HMPs. As the media landscape has changed fundamentally since HMPs were initially identified, the role of social media is explored more profoundly. In addition, this article not only examines the direct effects of involvement and communication activities but tests for indirect effects of involvement mediated through media use and interpersonal discussions. Using data simultaneously collected from two online surveys conducted in Germany and the German-speaking part of Switzerland, the findings strengthen previous evidence that affective involvement is a stronger predictor of HMPs than cognitive involvement. In contrast, media use and interpersonal discussions had only marginal direct effects. The study provides initial evidence for the indirect effects of involvement mediated through exposure to online user comments and interpersonal discussions.
Prevalent in mass media worldwide, climate change imagery appears to be similar across countries.... more Prevalent in mass media worldwide, climate change imagery appears to be similar across countries. Replicating a study from the United States, United Kingdom, and Australia, we analyze whether these images are perceived in similar ways cross-nationally by studying Germany, Switzerland, and Austria. A total of 75 respondents sorted images with respect to their perceptions of salience and self-efficacy (Q method). They associated images of climate change impacts most strongly with salience, while they related imagery of renewable energies and mobility to self-efficacy. These findings suggest that perceptions of climate change visuals are largely consistent cross-culturally. They indicate that imagery that is frequently used in media is rarely associated with feelings of salience or self-efficacy.
Driven by the proliferation of digital media, citizen science – the involvement of non-scientists... more Driven by the proliferation of digital media, citizen science – the involvement of non-scientists in scientific research – represents one of the most important recent developments in science communication as it brings science and the public closer together. So far, however, citizen science projects have mostly attracted people that are highly educated, mostly male and already have very positive attitudes towards science. Based on nationally representative survey data ( N = 1051), our study explores the potential of citizen science in Switzerland. Using regression analysis, we show that attitudes towards science are significant antecedents of respondents’ interest in participating in citizen science – but that gender and education are not. In addition, latent class analysis identifies five segments, representing over one-third of the Swiss population, who are interested in citizen science and could potentially be engaged: ‘Free-Timers’, ‘Senior Sciencephiles’, ‘Young Sciencephiles’, ...
Few studies have assessed whether populations can be divided into segments with different percept... more Few studies have assessed whether populations can be divided into segments with different perceptions of science. We provide such an analysis and assess whether these segments exhibit specific patterns of media and information use. Based on representative survey data from Switzerland, we use latent class analysis to reconstruct four segments: the " Sciencephiles, " with strong interest for science, extensive knowledge, and a pronounced belief in its potential, who use a variety of sources intensively; the " Critically Interested, " also with strong interest and support for science but with less trust in it, who use similar sources but are more cautious toward them; the " Passive Supporters " with moderate levels of interest, trust, and knowledge and tempered perceptions of science, who use fewer sources; and the " Disengaged, " who are not interested in science, do not know much about it, harbor critical views toward it, and encounter it—if at all—mostly through television.
Social media, and Twitter in particular, have become important sources for journalists in times o... more Social media, and Twitter in particular, have become important sources for journalists in times of crises. User-generated content (UGC) can provide journalists with on-site information and material they otherwise would not have access to. But how they source and verify UGC has not yet been systematically analyzed. This study analyzes sourcing and verification practices on Twitter during the Brussels attacks in March 2016. Based on quantitative content analysis, we identified (1) the journalists and news organizations sourcing during the attacks, (2) classified different forms of sourcing and verification requests, and (3) analyzed the sourced UGC. Results show that sourcing on Twitter has become a global phenomenon. During the first hours of the attack, journalists rely on UGC. Their sourcing and verification practices vary widely and often lack basic verification procedures, which leads to a discussion about the ethical implications of sourcing practices.
Hochschulen haben in den letzten Jahren eine Phase intensiver Veränderungen erlebt. Unter anderem... more Hochschulen haben in den letzten Jahren eine Phase intensiver Veränderungen erlebt. Unter anderem hat der Druck zugenommen, sich gegenüber der Öffentlichkeit zu legitimieren. Ein Weg, auf diesen Druck zu reagieren, ist öffentliche Kommunikation. Online-Kommunikationskanäle bieten Hochschulen die Möglichkeit, nicht nur journalistische Medien zu adressieren, sondern eigene Themen zu setzen und in neuer Weise zu kommunizieren. Wir untersuchen daher die Online-Kommunikation aller 190 promotionsberechtigen Hochschulen im Jahr 2014 in Deutschland, Österreich und der Schweiz. Mittels standardisierter Inhaltsanalyse wurden die Webseiten der Hochschulen, darauf veröffentlichte Beiträge sowie ihre Facebook- und Twitter-Auftritte analysiert. Im Hinblick auf die codierten Dimensionen Selbstthematisierung, Adressierung der Medien, Hypertextualität, Multimedialität und Interaktivität lassen sich mittels Clusteranalyse fünf Typen von Hochschulen identifizieren: Social Media-Spezialisten, Allrounder, Verweigerer, Traditionelle und Mainstream-Hochschulen. Social Media-Spezialisten und Allrounder nutzen die Möglichkeiten der Online-Kommunikation intensiv und kommunizieren häufig über hochschuleigene Themen. Verweigerer betreiben nur zurückhaltend Online-Kommunikation. Die verschiedenen Hochschultypen zeigen darüber hinaus Unterschiede in strukturellen Merkmalen. Vor allem große Hochschulen mit vielen Studierenden engagieren sich stärker in der Online-Kommunikation und betreiben eine stärkere Selbstthematisierung.
Many politicians as well as journalists are using Twitter regularly and are connected on the micr... more Many politicians as well as journalists are using Twitter regularly and are connected on the microblogging platform. We use the agenda-building approach as conceptual background because political tweets can serve as information subsidies if they are used by journalists, indicating an agenda-building influence by politicians. It has not yet been systematically investigated which functions of a political tweet make it more likely for it to be used by a journalist and to which extent the journalist's Twitter network plays a role in this process. We analyze which functions of political tweets explain their use as information subsidies and integrate the influence of the journalists' Twitter networks. The study is based on a unique combination of an online survey of Swiss journalists in 2014 with an analysis of the journalists' Twitter metrics. It demonstrates that political tweets are most likely to be used by journalists if they can quote the politicians' tweets, which fosters their significance as information subsidies. Also, journalists who have many politicians as followers perceive that they can influence politicians they do not know personally. This underscores that if the Twitter network is included in the analysis of agenda-building processes potential reciprocal influences can be detected.
The visibility and invisibility of scientific knowledge, its creation, and of scientists are at t... more The visibility and invisibility of scientific knowledge, its creation, and of scientists are at the core of science communication research. Thus, prominent paradigms, such as the public understanding of science or public engagement with science and technology, have implications for the visibility of scientific knowledge in the scientific community and among the public. This article posits that visibility in science communication is achieved with the availability of scientific knowledge, the approval of its dissemination, and its accessibility to third parties. The public understanding of science and public engagement with science paradigms emphasize different aspects of visibility with the latter focusing on the visibility of the creation of scientific knowledge more than public understanding of science which focuses on the knowledge itself. The digital information environment has engendered new formats and possibilities for visibility but also new risks, thereby creating tensions i...
The variable tone measures the overall impression of the technology covered in a unit of analysis... more The variable tone measures the overall impression of the technology covered in a unit of analysis (e.g. newspaper article). The variable addresses the question whether the overall interpretation of a technology within a media item is rather positive, neutral or negative. In the case of technology, the variable tone is in part related to risk and benefits portrayed in the news media coverage (e.g. Nisbet & Lewenstein 2002). Field of application/theoretical foundation: The tone of news media coverage is analyzed in various domains to understand how actors, topics or current issues are evaluated in the media coverage. The tone reflects how journalists interpret issues, such as a technology or technological developments. It is assumed that the tone of the news media coverage is particularly relevant regarding the recipients’ interpretation of issues or actors in question. Example studies: Lemańczyk (2012); Kojo & Innola (2017) Information on Lemańczyk, 2012 Authors: Szczepan Lemań...
The financial crisis in Europe and the United States, the war in Syria, the refugee crisis, and t... more The financial crisis in Europe and the United States, the war in Syria, the refugee crisis, and terrorist attacks – crises seem to permeate everyday life and make headlines. Crisis as a central, persistent element of modern life has been the subject of scholarly discussions in various disciplines. Political communication research approaches crisis from two different angles. First, political crisis communication research deals with communication about political crises, such as political upheavals, protests, and subversions of governments and presidents. One of the most recent examples of a political crisis comes from Venezuela, where political changes and problems, such as corruption and undemocratic governance, have brought about economic problems (hyperinflation), a rising crime rate, hunger, and disease. Second, many other types of crises involve political communication because they also lead to policy reactions or at least discussion on their political aspects. For example, natur...
Twitter has already become one of the most important social media platforms for political communi... more Twitter has already become one of the most important social media platforms for political communication. Concerning the use of Twitter in politics, two possible developments have been at the core of the theoretical discussion ‐ equalization and normalization. As normalization seems to be the case in most western countries about politicians’ Twitter use, it is yet unknown to what extent this debate can be applied to non-election times. The aim of our study is threefold. First, we address the debate of normalization on Twitter with a focus on the activity level on Twitter. Second, we classify the politicians based on their activity level in order to investigate to what extent the Twitter use still differs even if a high level of adoption has been reached. Third, we analyse the impact of the traditional media on the Twittersphere during parliamentary and non-parliamentary phases, thus focusing on non-election times. Our results show that even though media attention gives some politicia...
Scholars of science communication have identified population segments that differ in their percep... more Scholars of science communication have identified population segments that differ in their perceptions of and attitudes toward science as well as in their patterns of science-related information and media use. So far, however, most of these studies employed quantitative, standardized methods and their descriptions could not go into qualitative detail. This study fills this gap: It delivers an in-depth description of members of four audience segments that were identified in a prior, representative survey in Switzerland. Forty-one of these survey respondents, representing different segments, were asked to note their encounters with science in smartphone-based diaries, and diary entries were discussed in qualitative follow-up interviews. Results show that the segments differ in their criteria for identifying science, expectations toward science, and their reasons to use science communication.
This article examines hostile media perceptions (HMPs) by building on recent trends in hostile me... more This article examines hostile media perceptions (HMPs) by building on recent trends in hostile media research. Our study considers the effects of people’s cognitive as well as their affective involvement on HMPs. As the media landscape has changed fundamentally since HMPs were initially identified, the role of social media is explored more profoundly. In addition, this article not only examines the direct effects of involvement and communication activities but tests for indirect effects of involvement mediated through media use and interpersonal discussions. Using data simultaneously collected from two online surveys conducted in Germany and the German-speaking part of Switzerland, the findings strengthen previous evidence that affective involvement is a stronger predictor of HMPs than cognitive involvement. In contrast, media use and interpersonal discussions had only marginal direct effects. The study provides initial evidence for the indirect effects of involvement mediated through exposure to online user comments and interpersonal discussions.
Prevalent in mass media worldwide, climate change imagery appears to be similar across countries.... more Prevalent in mass media worldwide, climate change imagery appears to be similar across countries. Replicating a study from the United States, United Kingdom, and Australia, we analyze whether these images are perceived in similar ways cross-nationally by studying Germany, Switzerland, and Austria. A total of 75 respondents sorted images with respect to their perceptions of salience and self-efficacy (Q method). They associated images of climate change impacts most strongly with salience, while they related imagery of renewable energies and mobility to self-efficacy. These findings suggest that perceptions of climate change visuals are largely consistent cross-culturally. They indicate that imagery that is frequently used in media is rarely associated with feelings of salience or self-efficacy.
Driven by the proliferation of digital media, citizen science – the involvement of non-scientists... more Driven by the proliferation of digital media, citizen science – the involvement of non-scientists in scientific research – represents one of the most important recent developments in science communication as it brings science and the public closer together. So far, however, citizen science projects have mostly attracted people that are highly educated, mostly male and already have very positive attitudes towards science. Based on nationally representative survey data ( N = 1051), our study explores the potential of citizen science in Switzerland. Using regression analysis, we show that attitudes towards science are significant antecedents of respondents’ interest in participating in citizen science – but that gender and education are not. In addition, latent class analysis identifies five segments, representing over one-third of the Swiss population, who are interested in citizen science and could potentially be engaged: ‘Free-Timers’, ‘Senior Sciencephiles’, ‘Young Sciencephiles’, ...
Few studies have assessed whether populations can be divided into segments with different percept... more Few studies have assessed whether populations can be divided into segments with different perceptions of science. We provide such an analysis and assess whether these segments exhibit specific patterns of media and information use. Based on representative survey data from Switzerland, we use latent class analysis to reconstruct four segments: the " Sciencephiles, " with strong interest for science, extensive knowledge, and a pronounced belief in its potential, who use a variety of sources intensively; the " Critically Interested, " also with strong interest and support for science but with less trust in it, who use similar sources but are more cautious toward them; the " Passive Supporters " with moderate levels of interest, trust, and knowledge and tempered perceptions of science, who use fewer sources; and the " Disengaged, " who are not interested in science, do not know much about it, harbor critical views toward it, and encounter it—if at all—mostly through television.
Social media, and Twitter in particular, have become important sources for journalists in times o... more Social media, and Twitter in particular, have become important sources for journalists in times of crises. User-generated content (UGC) can provide journalists with on-site information and material they otherwise would not have access to. But how they source and verify UGC has not yet been systematically analyzed. This study analyzes sourcing and verification practices on Twitter during the Brussels attacks in March 2016. Based on quantitative content analysis, we identified (1) the journalists and news organizations sourcing during the attacks, (2) classified different forms of sourcing and verification requests, and (3) analyzed the sourced UGC. Results show that sourcing on Twitter has become a global phenomenon. During the first hours of the attack, journalists rely on UGC. Their sourcing and verification practices vary widely and often lack basic verification procedures, which leads to a discussion about the ethical implications of sourcing practices.
Hochschulen haben in den letzten Jahren eine Phase intensiver Veränderungen erlebt. Unter anderem... more Hochschulen haben in den letzten Jahren eine Phase intensiver Veränderungen erlebt. Unter anderem hat der Druck zugenommen, sich gegenüber der Öffentlichkeit zu legitimieren. Ein Weg, auf diesen Druck zu reagieren, ist öffentliche Kommunikation. Online-Kommunikationskanäle bieten Hochschulen die Möglichkeit, nicht nur journalistische Medien zu adressieren, sondern eigene Themen zu setzen und in neuer Weise zu kommunizieren. Wir untersuchen daher die Online-Kommunikation aller 190 promotionsberechtigen Hochschulen im Jahr 2014 in Deutschland, Österreich und der Schweiz. Mittels standardisierter Inhaltsanalyse wurden die Webseiten der Hochschulen, darauf veröffentlichte Beiträge sowie ihre Facebook- und Twitter-Auftritte analysiert. Im Hinblick auf die codierten Dimensionen Selbstthematisierung, Adressierung der Medien, Hypertextualität, Multimedialität und Interaktivität lassen sich mittels Clusteranalyse fünf Typen von Hochschulen identifizieren: Social Media-Spezialisten, Allrounder, Verweigerer, Traditionelle und Mainstream-Hochschulen. Social Media-Spezialisten und Allrounder nutzen die Möglichkeiten der Online-Kommunikation intensiv und kommunizieren häufig über hochschuleigene Themen. Verweigerer betreiben nur zurückhaltend Online-Kommunikation. Die verschiedenen Hochschultypen zeigen darüber hinaus Unterschiede in strukturellen Merkmalen. Vor allem große Hochschulen mit vielen Studierenden engagieren sich stärker in der Online-Kommunikation und betreiben eine stärkere Selbstthematisierung.
Many politicians as well as journalists are using Twitter regularly and are connected on the micr... more Many politicians as well as journalists are using Twitter regularly and are connected on the microblogging platform. We use the agenda-building approach as conceptual background because political tweets can serve as information subsidies if they are used by journalists, indicating an agenda-building influence by politicians. It has not yet been systematically investigated which functions of a political tweet make it more likely for it to be used by a journalist and to which extent the journalist's Twitter network plays a role in this process. We analyze which functions of political tweets explain their use as information subsidies and integrate the influence of the journalists' Twitter networks. The study is based on a unique combination of an online survey of Swiss journalists in 2014 with an analysis of the journalists' Twitter metrics. It demonstrates that political tweets are most likely to be used by journalists if they can quote the politicians' tweets, which fosters their significance as information subsidies. Also, journalists who have many politicians as followers perceive that they can influence politicians they do not know personally. This underscores that if the Twitter network is included in the analysis of agenda-building processes potential reciprocal influences can be detected.
Citizens’ attitudes toward science are related to their use of science-related information from v... more Citizens’ attitudes toward science are related to their use of science-related information from various sources. Evidence is scarce regarding citizens’ individual media repertoires for staying informed about science as segmentation studies so far have primarily focused on scientific attitudes. In this paper, we explore audience segments regarding their science-related information behavior and whether such segments are comparable or vary between two countries with similar information environments. Based on two surveys in Switzerland and Germany, we identify national audience segments that differ in their science-related information repertoires, and analyze their sociodemographic characteristics and science-related attitudes. In both countries, we find very comparable information user segments ranging from those who inform themselves frequently about science (“Active Seekers”/“Science Consumers”) to those who hardly get in contact with any information about science and research (“Non-Users”). Those segments which get in contact with information about science frequently show generally more positive attitudes.
Few studies have assessed whether populations can be divided into segments with different percept... more Few studies have assessed whether populations can be divided into segments with different perceptions of science. We provide such an analysis and assess whether these segments exhibit specific patterns of media and information use. Based on representative survey data from Switzerland, we use latent class analysis to reconstruct four segments: the " Sciencephiles, " with strong interest for science, extensive knowledge, and a pronounced belief in its potential, who use a variety of sources intensively; the " Critically Interested, " also with strong interest and support for science but with less trust in it, who use similar sources but are more cautious toward them; the " Passive Supporters " with moderate levels of interest, trust, and knowledge and tempered perceptions of science, who use fewer sources; and the " Disengaged, " who are not interested in science, do not know much about it, harbor critical views toward it, and encounter it—if at all—mostly through television.
Crowdfunding has emerged as an additional source for financing research in recent years. The stud... more Crowdfunding has emerged as an additional source for financing research in recent years. The study at hand identifies and tests explanatory factors influencing the success of scientific crowdfunding projects by drawing on news value theory, the " reputation signaling " approach, and economic theories of online payment. A standardized content analysis of 371 projects on English-and German-language platforms reveals that each theory provides factors influencing crowdfunding success. It shows that projects presented on science-only crowdfunding platforms have a higher success rate. At the same time, projects are more likely to be successful if their presentation includes visualizations and humor, the lower their targeted funding is, the less personal data potential donors have to relinquish and the more interaction between researchers and donors is possible. This suggests that after donors decide to visit a scientific crowdfunding platform, factors unrelated to science matter more for subsequent funding decisions, raising questions about the potential and implications of crowdfunding science.
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journalistische Medien zu adressieren, sondern eigene Themen zu setzen und in neuer Weise zu kommunizieren. Wir untersuchen daher die Online-Kommunikation aller 190 promotionsberechtigen Hochschulen im Jahr 2014 in Deutschland, Österreich und der Schweiz. Mittels standardisierter Inhaltsanalyse wurden die Webseiten der Hochschulen,
darauf veröffentlichte Beiträge sowie ihre Facebook- und Twitter-Auftritte analysiert. Im Hinblick auf die codierten Dimensionen Selbstthematisierung, Adressierung der Medien, Hypertextualität, Multimedialität und Interaktivität lassen sich mittels Clusteranalyse fünf
Typen von Hochschulen identifizieren: Social Media-Spezialisten, Allrounder, Verweigerer, Traditionelle und Mainstream-Hochschulen. Social Media-Spezialisten und Allrounder nutzen die Möglichkeiten der Online-Kommunikation intensiv und kommunizieren häufig über hochschuleigene Themen. Verweigerer betreiben nur zurückhaltend Online-Kommunikation. Die verschiedenen Hochschultypen zeigen darüber hinaus Unterschiede in strukturellen Merkmalen. Vor allem große Hochschulen mit vielen Studierenden engagieren sich stärker in der Online-Kommunikation und betreiben eine stärkere Selbstthematisierung.
journalistische Medien zu adressieren, sondern eigene Themen zu setzen und in neuer Weise zu kommunizieren. Wir untersuchen daher die Online-Kommunikation aller 190 promotionsberechtigen Hochschulen im Jahr 2014 in Deutschland, Österreich und der Schweiz. Mittels standardisierter Inhaltsanalyse wurden die Webseiten der Hochschulen,
darauf veröffentlichte Beiträge sowie ihre Facebook- und Twitter-Auftritte analysiert. Im Hinblick auf die codierten Dimensionen Selbstthematisierung, Adressierung der Medien, Hypertextualität, Multimedialität und Interaktivität lassen sich mittels Clusteranalyse fünf
Typen von Hochschulen identifizieren: Social Media-Spezialisten, Allrounder, Verweigerer, Traditionelle und Mainstream-Hochschulen. Social Media-Spezialisten und Allrounder nutzen die Möglichkeiten der Online-Kommunikation intensiv und kommunizieren häufig über hochschuleigene Themen. Verweigerer betreiben nur zurückhaltend Online-Kommunikation. Die verschiedenen Hochschultypen zeigen darüber hinaus Unterschiede in strukturellen Merkmalen. Vor allem große Hochschulen mit vielen Studierenden engagieren sich stärker in der Online-Kommunikation und betreiben eine stärkere Selbstthematisierung.