Sylvia Chan-Olmsted and International Research Partners Will Develop a Model to Evaluate Media Environments
Sylvia Chan-Olmsted, University of Florida College of Journalism and Communications Media Production, Management, and Technology professor and Media Consumer Research director, will be part of a research partnership to develop a valid and objectively verifiable model for the evaluation of media environment.
A team of corporate partners from practice and science including Mediaplus, Mediascale GmbH & Co. KG, the IU Internationale Hochschule and UF will examine the responsible communication of brands in media environments. They will jointly develop a practicable model for sustainable media planning and for strengthening relevant channel planning.
The team will seek to answer a variety of questions such as:
- Is media planning with sustainable environments preferable to traditional planning strategies?
- Which media rely on ethical guidelines, and what do they look like?
- How is the topic implemented in different media genres?
- Is there a link between content and advertised brand?
- Which approaches can be identified in the international market?
The social contribution of the media in terms of sustainability – the responsible handling of information — is increasingly coming into focus for branded goods companies. So far, however, companies’ sustainability catalogs have hardly taken this special aspect of media into account.