Many organisations 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.
That is why advertisers, the creative industry, and broadcasters feel increasingly compelled to tailor their products and want up-to-date scientific knowledge about media preferences.
The Entertainment Communication track, with its roots in media psychology, 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. Young people are among the earliest adopters of new technologies. Whether sharing videos on Vine, posting images on Instagram, or streaming movies on Netflix, young people have integrated entertainment media seamlessly into their daily activities. As such, special attention is paid to this critical audience throughout the Entertainment Communication coursework.
Specific questions addressed in the Entertainment Communication track 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 you with an international network of contacts that helps you find work after graduation. Indeed, many of the programmes’s graduates have gone on to find work within the entertainment field both within and outside of the Netherlands. Moreover, many of the programme's lecturers are researchers at the Amsterdam School of Communications Research (ASCOR) at 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. You will graduate from an internationally high-ranked university. The QS World University Rankings by Subject 2017 lists Communication Science at the University of Amsterdam as the best in Europe, ranked 2nd worldwide.
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’s degree in Communication Science and the title Master’s of Science (MSc).
The Master’s thesis in Entertainment Communication must reflect a thorough understanding of the theories relevant to the topic and be based on original empirical research. You will be guided and supervised in the creation, design, conduct, and analysis and reporting of an academic empirical study. There is a wide array of potential research topics. For example, you might ask whether using social media such as Snapchat during television viewing alters the entertainment experience, whether entertainment media can influence identity formation, or you might investigate the potential opportunities of entertainment education. Alternatively, you might study 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 December 7, 2017