The relationship between media and users is not simple. Historically, there has been a strong emphasis on the analysis of media's impact on its users and on the users’ more or less passive media reception. Today we will emphasize how users actively use the media and how they interpret them in their cultural context - both as individuals and as users involved in various social contexts, with varying degree of active influence on the possible interpretations.

Research within the media and their users include development and validation of various methods used for different research purposes. In recent years qualitative methods are increasingly combined with quantitative. The emphasis in the Institute's research is, however, especially on the concrete need for a study of print media, radio, TV, film, computers and the Internet.

Current research within this field:

• Culture and lifestyle uses online and in print media. Unni From
• Food, Taste and Lifestyle in Digital & Print. Karen Klitgaard Povlsen
• Participatory journalism and hyperlocal news on new media platforms. Martin Brynskov
• Research Communication. Christian Dalsgaard
• Research Communication and the Internet - who are the users, what characterise their use. Signe Herbers Poulsen
• Social, cultural og nationale differences in Internet use: Niels Ole Finnemann
• Sports on TV: Fellowship, gender and knowledge. Kirsten Frandsen
• Sociality and self-production on the Internet. Stine Lomborg
• The Relationships between children and teenagers use of media and food preferences. Stinne Gunder Strøm Olsen
• Urban digital infrastructures based on mobile and pervasive technologies. Martin Brynskov
• Young people's use of social networking services like Facebook and MySpace. Jakob Linaa Jensen