The digital transformation is fundamentally changing our society - it is influencing how we perceive, communicate and interact. Digital media, data and AI are creating new social spaces and redefining the boundaries between public and private life.

The profile area focuses on digital transformation processes of media, cultural and linguistic practices and their mutual interaction. To this end, new methods of digital media and language research are developed and combined with qualitative and quantitative research methods. Research topics include sensor-based media, algorithmic processes, language and situated language use in digital media and data-based social structures.
The profile area pursues a consistently transdisciplinary research approach in which disciplines such as media studies, linguistics, social sciences, history, education, psychology, economics and computer science work closely together. The aim is to systematically record and analyze the complex interactions between technological developments and social change. Over many years, the University of Siegen has established itself as an internationally recognized location for interdisciplinary media research in this field.