Institute for Applied Media Studies

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The Institute for Applied Media Studies (IAM), based in Winterthur, is an institute of the Zurich University of Applied Sciences . It is part of the "Applied Linguistics" department and is the only Swiss institute to focus on language in its department. Since it was founded in 2000, the institute has been committed to professionalizing the professional fields of journalism and organizational communication. The institute's director is currently Guido Keel. The IAM operates bachelor , master and executive master’s courses in training and further education .

Focus on "Public Storytelling"

The IAM generates, develops and imparts knowledge about the use of language in public communication in business, politics, culture and science. The IAM focuses on the interaction of narration and argumentation , the so-called method of storytelling . It questions and develops theoretical, scientific methodological and practical professional concepts of storytelling in public communication. The IAM is developing “public storytelling” as an approach to analysis, modeling and transfer of knowledge that is narrative constructed, stored and passed on in public discourses and that has a socially meaningful effect.

Training courses

The institute runs the Bachelor's degree in Communication with a specialization in Journalism or Organizational Communication (JO). The course deepens the basic knowledge in the two areas of journalism and organizational communication and specializes in one of the two professional fields. The students get to know typical professional roles of journalism and organizational communication and shape the communication processes in these professional roles. The focus of the training at the IAM is the ability of the students to combine theory and practice.

Application-oriented research

The IAM conducts application-oriented research in the chairs of media linguistics, journalism and organizational communication. The IAM takes on problems from the professional fields of organizational communication and journalism and processes them. The IAM describes its research focus as "Public communication: languages, knowledge transfer and public storytelling."

Web links

Coordinates: 47 ° 30 '11 "  N , 8 ° 43' 37.2"  E ; CH1903:  697066  /  262165