Many organizations in society, including commercial companies, broadcasters, governments, and educational institutions, have a genuine need for knowledge about entertainment media. With the growth of new media, users now engage with entertainment media wherever and whenever.
Young people are among the earliest adopters of these new technologies. Whether sharing videos on Vine, posting images on Instagram, or streaming Netflix, young people have integrated entertainment media seamlessly into their daily activities. That is why advertisers, the creative industry, and broadcasters all have a significant interest in understanding young people’s media use. Organizations feel increasingly compelled to tailor their products and are in constant need of up-to-date scientific knowledge about media preferences. The Entertainment Communication track trains you to meet this growing need for knowledge and advice.
This track focuses on the experience, role, and impact of entertainment media on a range of different groups and individuals. Media psychology lies at the heart of this track. Within the track, students learn about the role of entertainment media across the lifespan.
Specific questions addressed are:
- How do (media) preferences develop and what consequences do these preferences have for the use of media and its effects?
- What factors play a role in determining the success or failure of media and technologies (e.g., computer games, advertising, social media) in specific age groups?
- What are the most important effects of media and why?
Studying Entertainment Communication at the University of Amsterdam
Amsterdam is a fascinating, media-saturated environment. Studying in a major European centre for media research and development provides students with a network of contacts that helps them find work after graduation. Many of the programme's lecturers are researchers at the Amsterdam School of Communications Research (ASCOR) part of the UvA's Faculty of Social and Behavioural Sciences. ASCOR is the largest Communication Science research institute in the Netherlands, and is among the largest worldwide. Its international English-taught PhD programme has more than 30 students.
Entertainment Communication is a track of the accredited degree programme Communication Science. After successful completion of this programme, you will receive a legally accredited Master degree in Communication Science and the title Master of Science (MSc).
The curriculum of the Entertainment Communication track of the Master programme in Communication Science consists of two mandatory specialization seminars: Clashing Views on Media Effects (12 ECTS) and Developing Media Entertainment (12 ECTS).
The Master thesis in Entertainment Communication must reflect a thorough understanding of the theories relevant to the topic and be based on original empirical research. The project is carried out by the student under faculty supervision. The subject of the thesis is to be mutually agreed upon by the student and the academic adviser.
For students studying Entertainment Communication, there are a wide array of potential research topics. For example, students might ask whether using social media such as Twitter during television viewing alters the media entertainment experience, whether entertainment media relate to one’s identify formation, or the potential opportunities of entertainment education. Alternatively, students might investigate the potential effects associated with binge viewing (e.g., Netflix viewing), the motives behind sharing videos online, or the negative and positive consequences associated with using Tinder. These are just some of the many different topics that are possible in this track.
This school offers programs in:
Last updated April 19, 2016