Media plays a prominent role in society. It is however important to note that neither the media determines the development of society or merely reflects this. Media form an important part of social practices related to setting the political agenda, definition and redefinition of social rules, identity creation, socialization and trend sentence. The media  becomes a social practice that constantly redefined and reformulated.

On IMV, we deal with media in perspectives of economy, law, organizational and cultural foundations, their interactions and their broader role in society. Examples of research include cases like the privatization of TV2, consequences of digital TV and radio, media influence on the political agenda, television's increasing use of international formats, TV commercials as guiding for tendencies in view of family, individual and society and the Internet impact on political and social life.

Current research within this field:

• Civic communication, with and among citizens. Martin Brynskov
• Changing Borderlines: Mediatization and Cultural citizenship. Jakob Linaa Jensen , Karen Klitgaard Povlsen , Per Jauert, Niels Ole Finnemann
• Crossmedia: Traditional Media Organizations as Networks in Transition. Anja Bechmann Petersen
• EU's media policy. Frands Mortensen
• How Media Systems Shape the Localisation of TV Formats in different countries. Pia Majbritt Jensen
• Local radio in Nepal: Poul Erik Nielsen
• Negotiating Citizenry by Means of Radio: Poor and Marginalised People's Aspirations and Strategies in Rural Nepal. Jacob Thorsen
• New Media Economies: Surrounded by Relevance. Anja Bechmann Petersen
• Media and communication in local communities: Per Jauert
• Media and communication as agent for cultural and social changes in the developing countries. Poul Erik Nielsen
• Media and democracy development in post-communist countries. Poul Erik Nielsen
• Media and turism. Anne Marit Waade
• Media in Mongolia. Poul Erik Nielsen
• Public service and ”informed citizensship". Jørgen Bang
• Popular music with a special focus on new media. Henrik Bødker
• Privatization of TV 2/Denmark, why didn't it work? Frands Mortensen
• The changing of Public Service Media. Poul Erik Nielsen
• The Digitalizing of the radio media. Per Jauert
• The Digitalizing of the TV distribution. Frands Mortensen
• The man behind the politican - The cultural construction of a political identity.  Henrik Bødker
• Tv-entertainment: Crossmediality and Knowledge. Kirsten Frandsen