August 12, 2019

#Agents – Young People’s Agency in Social Media is a multidisciplinary research project that examines young people as both influencers and targets of influence in social media. The project is carried out in co-operation between the Universities of Jyväskylä and Helsinki in Finland and National Defense University and is supported by the National Research Foundation of Finland.

This international and interdisciplinary research consortium of researchers, led by the Finnish team at the University of Jyvaskyla, combines three complementary scientific perspectives: business research that looks into customer experiences and business development, media research that understands media contexts and audiences, and organizational communication that has insights in different ways of influencing.

The research team will develop an empirically based interactive Global Media Transparency Map to highlight similarities and differences of media practices and ways to understand of media transparency around the world. 

This 2-year research project analyzes the rising phenomena of native advertising, branded journalism and sponsored content by combining three academic traditions to explain them: media transparency, content marketing and public relations.