This project examines how buzzwords in digitization research – such as “social media,” “influencer,” “shitstorm,” 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.