As a part of the Department of Communication of the University of Vienna, the Vienna Advertising and Media Effects (AdMe) Research Group deals with the impact of modern media environments on people's thinking, behavior, and opinions. The research focus of our group includes areas such as marketing communication, advertising effectiveness, hybrid forms of advertising, political advertising, as well as the cognitive, emotional, and behavioral effects of mass media more generally. Working with quantitative and qualitative social science methods, we integrate scholarship from communication science, social psychology, political science, and marketing.


  • June 11, 2019
    Kathrin Karsay receives 2019 ICA Kyoon Hur Dissertation Award! We are very proud to announce that Kathrin received the prestigious Kyoon Hur Dissertation Award from the International Communication Association's (ICA) Mass Communication Division at this year's annual conference in Washington, D.C. The biannual award acknowledges the best in doctoral research and dissertation writing in mass communication. Evaluation criteria include theoretical and methodological contributions to the field of mass communication and originality.

    In her cumulative dissertation "Objects of Desire. Content and Effects of Sexualizing Media", Kathrin dealt with the phenomenon of sexualization in mass media by means of a multi-method design. The key findings indicate that visual sexualization is a widespread media phenomenon and that in today’s society sexualizing media have the potential to negatively affect the mental and physical health of both women and men. In particular, the results demonstrate that the use of sexualizing media leads to an overestimation of one's own appearance in relation to one's own personality, in short self-objectification, and implies far-reaching consequences for society at large.

    Congratulations, Kathrin!