Many organisations in society, including commercial companies, broadcasters, governments and educational institutions, have a genuine need for knowledge of 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' 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 2018 lists Communication Science at the University of Amsterdam as the best (nr.1) ranked programme 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).
Application and Admission
If you did not obtain a Bachelor's degree in Communication Science at the University of Amsterdam, you are required to apply for admission to the Master's programme. The sub-site on application and admission will walk you through the steps necessary to apply.
The career prospects for our alumni are encouraging. A recent study (2017) shows that graduates who started looking for a job immediately after graduation have found a suitable job within two to three months (n=231).
Graduates in the Entertainment Communication track are experts in their field. They know the most important developments and controversies in this area of research and the strengths and weaknesses of existing research. They are capable of conducting empirical research with a range of audiences, understand the ethical aspects of conducting research, and have the skills required to write a persuasive advisory report on how best to reach distinct audiences.
The track creates tomorrow’s entertainment media professionals who are able to provide integrated solutions to communication problems. Our alumni are international experts working in organisations as diverse as KLM, MTV, and PlayScience. In recent years, some of our alumni have also started their own companies focusing on media development and user testing. The knowledge and skills acquired from a solid basis for countless positions including positions in advertising agencies, broadcasting companies, the creative industry, social institutions, and academia.
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Last updated October 19, 2018