Hot Topics and Buzzwords as Drivers of Science? Analyzing the Origins and Implications of Key Terms in Digitization Research
This project examines how buzzwords in digitization research – such as “social media,” “influencer,” “filter bubble,” and “digital divide” – emerge and spread in both public debate and academic work. Often originating in marketing or political contexts, these popular terms may carry unquestioned assumptions that affect scientific rigor, public understanding, and policy discussions.
The project will trace when such terms first appeared, how they spread in news and scholarly publications, and whether they were critically assessed. Using both quantitative and qualitative content analysis, it will also explore the roles of various actors – such as policymakers, industry leaders, and news organizations – in promoting and framing them.
Drawing on theories of the mediatization and new governance of science, the aim is to foster a more precise and reflective use of key terms in digitization research, supporting interdisciplinary dialogue and greater transparency. Results will be shared and discussed through publications, conference presentations, seminars, and open research data.
Prof. Dr. Florian Muhle (Zeppelin University Friedrichshafen, Germany) joins the project as a Visiting Fellow at CAIS.
Main Research Topics
- Journalism
- Science Communication and University Communication
- Media History and Mediatization
- Digitalization, Datafication, and Artificial Intelligence
- Public Discourses about Media Audiences
Curriculum Vitae
- Senior Research and Teaching Associate, Department of Communication and Media Research (IKMZ), University of Zurich (2023–Present)
- Visiting Lecturer, Department of Communication and Media Research (DCM), University of Fribourg (2022–Present)
- Board Member of the association “Qualität im Journalismus” (QuaJou)
- Editorial Board Member of the open access journals “Media and Communication” and “Medien Journal” (2023/2024–Present)
- Executive Board Member of the “Swiss Association of Communication and Media Research” and Co-Editor of the journal “Studies in Communication Sciences” (2021–2024)
Publications and Presentations
- Fürst, S. (2025). Historical roots of information flows in hybrid media systems. Media and Communication, 13, Article 10375. https://doi.org/10.17645/mac.10375
- Fürst, S. (2023). Blockbuster, Quotenhits, Shitstorms und virale Botschaften: Sichtbarmachung von Medienpublika durch Metaphern. In F. Muhle, T. Sutter, & J. Wehner (Eds.), Das sichtbare Publikum? (pp. 193–219). Springer VS. https://doi.org/10.1007/978-3-658-41172-5_8
- Fürst, S. (2021). Verstrickt in der Rhetorik der Technologie-, Daten- und Medienunternehmen? Zu Problematiken im Umgang mit nicht-wissenschaftlichen Nutzungsdaten. Studies in Communication and Media, 10(2), 175–221. https://doi.org/10.5771/2192-4007-2021-2-175
- Fürst, S. (2020). “Quick-hit studies” statt Begriffsarbeit: Zu Auswirkungen von Wissenschafts- und Medienwandel. Jahrestagung “Wissenschaftskommunikation und Kommunikationsgeschichte: Umbrüche, Transformationen, Kontinuitäten” der DGPuK-Fachgruppen “Kommunikationsgeschichte” und “Wissenschaftskommunikation”. Münster.
- Fürst, S. (2017). Die Etablierung des Internets als Self-Fulfilling Prophecy? Zur Rolle der öffentlichen Kommunikation bei der Diffusion neuer Medien. Medien & Zeit, 32(2), 43–55. https://tinyurl.com/h5xuf4kp
