Media2: The Media game of the future

Media2 research project aims to find out how audiences’ emotional, mental images of media corporations and their brands affect media consumption decisions. In addition, the project will study to what extent the competitive advantage of media corporations can be explained by their emotional reputation when competing on market share and paying customers.

Further, the project will look into the possibilities offered by psychophysiological research methods to the evaluation of media companies and the content they produce; we are combining communication and sociological research to psychophysiological measurements, the latter of which will give detailed information on the unconscious emotional and motivational processes related to consumption decisions. Our empirical goal is to analyze the ways media corporate reputation is communicated and mediated  in consumption situations and to build emotional profiles for media consumers based on our measurements and user  interviews.

Our research setting is based on the hypothesis that emotional experiences and the actions and decisions they mediate have a significant effect on the willingness of media consumers to use the free and pay services offered by a certain media company.

Media2 project is a joint collaboration between Communication Research Centre (CRC) at University of Helsinki, Centre for Knowledge and Innovation Research (CKIR) at Aalto University School of Economics and Institutions and Social Mechanisms (IASM) at University of Turku.

Project duration: 1.1.2010 – 31.12.2012

The project is funded by Helsingin Sanomat Foundation.

More information in the project blog (in english)

Contact person at CRC:
Pekka Aula
pekka.aula at
Tel. +358-9-191 24918