Web Literacy Lab


The Web Literacy Lab project, funded by The Austrian Research Promotion Agency (FFG) in the COIN Framework, is a scientific study of web communication options for companies and organisations. As a result of the project, a permanent research unit was established at the Institute of Journalism and Public Relations. This study in addition provided the basis for the first competence centre for content strategy in the German speaking countries and the Master's programme in Content Strategy at FH JOANNEUM.

Which scientifically validated measures do organisations use to offer "useful and usable content" (Kristina Halvorson) on the web and on other platforms? – The Web Literacy Lab team at FH JOANNEUM looked into this question for the development of websites, both in terms of data services and social media communication.

Competence models, web communication and training

The analysis of how users interact with and through web content based on qualitative and quantitative methods from social science allows the development of strategies that improve the quality of content.

The focus of the individual research and consulting projects was as follows:

  • Competence models for companies/organisations and their employees;
  • organisation of web communication in companies and organisations, and
  • teaching of web-based media competencies in training courses and workshops.
Further activities as part of the Content Strategy programme

In all three areas, the Web Literacy Lab team at the Institute of Journalism and PR closely collaborated with ZML – Innovative Learning Scenarios (formerly: "Centre for Multimedia Learning") at FH JOANNEUM. The issues that were raised as part of the Web Literacy Lab project as well as the project's findings were discussed at conferences and workshops, and they will be looked at in more detail as part of the Master's programme in Content Strategy, which was launched in 2014.

Continuing research at the Institute of Journalisms and Public Relations

From the project activities, the independent research focus Web Literacy was established, which in now anchored permanently in the research unit Web Literacy Lab at the Institute of Journalism and Public Relations.

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