Transformational Media
How can a brand commit to sustainability in an authentic way? How do you prevent purpose washing? How to create support for sustainable innovations with content? How do you use content to encourage people to adopt healthier behaviour?
These are questions the professorship Transformational Media investigates together with practitioners, students and target audience. Transformational media is media that creates impact, that brings about positive change. Media concepts play a key role in driving the necessary transitions and more sustainable behaviour. The research of the professorship focuses on the one hand on practice-based issues related to the development of media concepts with a sustainability objective from a strategic perspective and on the other hand on questions how content and media can be used to positively influence behaviour. With this research at the intersection of media, (marketing) communication and behavioural sciences, the research group stimulates the development, transfer and circulation of new knowledge on transformational media concepts in the triangle of research, education and practice.
Mission
We help people, organizations, and society move toward a sustainable future by supporting them in developing and implementing effective transformational content and media strategies. We achieve this through conducting rigorous applied research together with education and practice. We translate this into actionable advice and meaningful collaborations with our ultimate goal to make a positive impact on the world.
Research themes
Over the past decade, organisations have increasingly focused on communicating through content. They often struggle with the question how to do this in a transparent, authentic and effective way, especially when it comes to social and sustainability objectives. Consumers and employees increasingly expect commercial organisations and brands to commit to social and sustainability goals. Shifting the focus from the organisation to society creates new branding and marketing communication challenges for these organisations. Within this theme, the research group investigates how strategic insights from society, organisation and target group can be generated and how these can be translated in an authentic and effective way into a creative media concept.
Encouraging consumers to behave in a sustainable manner is complex. For example, the behaviour of consumers often does not match their intentions. This is a challenge for organisations that want to promote sustainable consumption. Research of the professorship focuses for example on which types of content, stories and messages are effective to bridge this attitude-behaviour gap. In addition, topics such as the conditions for transparent branded content and inclusive content are investigated within a practical context.
Network
We have an extensive network that thinks with us: professionals from the creative industry, experts in content strategy and marketing, and fellow researchers.
Team
Since 1 September 2022, Bianca Harms is professor UAS in Transformational Media at NHL Stenden University. The research group is formed by the professor together with lecturers, researchers and students from various programmes. Partners from the field also participate actively in the lectorate. With practice-based research we strengthen the exchange of knowledge between education and the field. The research group is part of the Academy Media, Commerce & Entrepreneurship and part of the research group REconomy, which also includes the following professorships:
- Green Economics & Process Optimization
- Mens, Werk en Organisaties (Dutch)
- Organisations & Social Media
Team members
- Bianca Harms
- Hans Jacob de Gier
- Joris Galama
- Annalies Brijker
- Wiebren Jansen
- Natalia Tarkowska
- Lisan Lesscher
Education
It is important that our students, the future marketing, communication and media professionals, become aware of the power of media to influence behaviour and society in a positive way. That is why the professorship ensures the embedding of the professorship theme in all study programmes of the academy. This happens, for example, by organising seminars, lectures and workshops, by acting as a commissioner in various courses or by working together with students on issues that fall within the domain of Transformational Media.
In addition, the professorship offers a continuous learning line for specialisation in concept development and content strategies with sustainability goals through its own minor and master's degree. The student can thus specialise in concept development, content strategy, content creation and content implementation. Students learn by working on research projects from the field, under the guidance of expert coaches and members of the professorship Transformational Media.
Publications
- Harms, B. (2023). Professorship Transformational Media; Content as a Driver for Change. NHL Stenden, Leeuwarden.
- Harms, B., Tarkowska, N. & Nijbroek, B. (Oktober 2023) Harmonizing Sustainability: Evaluating Practices and Communication in European Music Festivals. NHL Stenden, Leeuwarden.
- Brijker, A. & Harms, B. (September, 2023). Interventies voor het stimuleren van gezond en duurzaam voedingsgedrag. Een literatuurstudie. NHL Stenden, Leeuwarden.
- Galama, J. & Harms B., (Augustus, 2023). Ongebruikte medicijnresten? Niet weggooien maar wegbrengen! NHL Stenden, Leeuwarden.
- Galama, J. & Harms B., (Mei, 2023) Kwantitatief gedragsonderzoek ongebruikte medicijnresten, een COM-B benadering. NHL Stenden, Leeuwarden.
- Harms, B & Tarkowska, N. (Oktober 2022) Vaping among Teens. NHL Stenden, Leeuwarden.
- Harms, B & Leeflang, P.S.H., (2022) Duurzaamheidscommunicatie: Show Don’t tell, HRM 205 January-March 2023.
Harms, B., Hoekstra, J.C., and Bijmolt, T.H.A., (2022). Sponsored Influencer Vlogs and Young Viewers: When Sponsorship Disclosure does not Enhance Advertising Literacy, and Parental Mediation Backfires. Journal of Interactive Marketing. 57-1, 35-5.
Contact
Do you have questions, want to know more about the professorship Transformational Media or what we can do for you? Please contact us. Also, if you want to do an internship or research within the domain of the professorship for your graduation!
Professor UAS:
Bianca Harms
Bianca.harms@nhlstenden.com
Visiting address:
NHL Stenden Hogeschool
Rengerslaan 8
8917 DD Leeuwarden
Postal address:
NHL Stenden Hogeschool
Postbus 1080
8900 CB Leeuwarden
