Journalism and Public Relations (PR)

Media Trends

Integrated course, 5.00 ECTS



The students learn to come to terms with societal changes and innovations, markets, types of organizations and technologies. They acquire the ability for sound assessment of qualititative and quantitative changes both in the field of communication as well as in the media industry. They get trained to think in perspective and refine their abilities to anticipate and assess trends at an early stage. Furthermore, students are put in the position of immediately responding to such tendencies and actively contributing to shaping future development. Scientific literature, current journalism and communication science research results as well as practical examples are subject to academic level analysis, interpretation and discussion.


Students expand their skills to form judgements from analysis and critical reflection on current, social, economic and technological change processes and to find creative and commercially attractive solutions for new challenges in the age of uncertainty. Students learn further to use available web data for the purposes of corporate goals.


Bösch, M. (2012). Kill Your Darlings: Handbuch für die Journalistenausbildung. LIT Verlag Münster.

Bridle, J. (2019). New Dark Age: Der Sieg der Technologie und das Ende der Zukunft. (A. Wirthensohn, Trans.) (1st ed.). C.H.Beck.

Brynjolfsson, E., & McAfee, A. (2014). The Second Machine Age: Work, Progress, and Prosperity in a Time of Brilliant Technologies. New York: Norton & Company.

Eiselsberg, P. (2016). #SocialMedia Revolution: die Auswirkungen der neuen Kommunikationswelten auf die Gesellschaft und Wirtschaft in Österreich. Linz, Trauner Verlag, 2016. Retrieved from

Hammersley, B., Hammersley, B., & Hammersley, B. (2012). Approaching the future: 64 things you need to know now for then. Berkeley, CA: Soft Skull Press.

Harari, Y. N. (2017). Homo deus: eine Geschichte von Morgen. (A. Wirthensohn, Trans.). München: C.H. Beck.

Jakubetz, C., Langer, U., & Hohlfeld, R. (2011). Universalcode: Journalismus im digitalen Zeitalter (1. Aufl.). München: euryclia. OECD. (2015).

How’s Life? 2015: Measuring Well-being. OECD.

O’Reilly, T. (2017). What’s the future and why it’s up to us. Peters, C. (2016). Rethinking Journalism Again: Societal role and public relevance in a digital age (1st ed.). Routledge.

Ramge, T., & Galieva, D. (2018). Mensch und Maschine: wie künstliche Intelligenz und Roboter unser Leben verändern. Ditzingen: Reclam.

Tegmark, M. (2018). Life 3.0: being human in the age of artificial intelligence.

Learning Method

Lecture and project work


Immanent examination character, evaluation of the media production according to the following criteria
(originality/innovation - implementation of the briefing/adequacy for context - overall impression)