The professorship focuses on transformational media; media that creates an impact, that can bring about positive societal change. For example, by helping people understand new technologies, or by stimulating healthy consumer behaviour. The goal of the professorship is to support organisations, brands and policymakers to create positive change in an effective and authentic way. The professorship thus focuses on the connection between media, (marketing) communication and behavioural science. Research is conducted to investigate issues related to how media concepts can be designed and implemented to become transformational within a media and (marketing) communication context. Research topics are, among others: how to retrieve and translate insights from the organisation, target audience and society into an authentic value proposition, content- and contextual factors that affect the effectiveness in changing consumer behaviour and effective storytelling. The professorship is part of the academy for Communication & Creative Business at NHL Stenden UAS.
