The Media Change & Innovation Division has started the research project „Country profiles of media usage: comparing traditional and new media“. The project is carried out on behalf of the Swiss Federal Department of Foreign Affairs (FDFA).

The transition to the information society brings about new challenges for collective actors and their communication strategies. How can target groups be addressed adequately under the conditions of media change, convergence, crosslinking, channel multiplication and audience fragmentation? Which channels are suitable for reaching a mass audience and how can the comparatively narrow segment of social multiplicators and decision-makers be reached?

The project analyses the media structures for political communication in selected countries with strong relevance for Swiss foreign affairs. The analyses center on the question of the efficiency of old and new communication channels for collective actors’ communication purposes. To this end, the analysis compiles basic data regarding the outreach, usage and attributed credibility of selected media channels and outlets.

For more details check the project's webpage