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The Audience Studies and Participatory Culture Research Group focuses on how people experience, interpret, engage with, relate to and make sense of the world, themselves and each other either with media or as it is represented in media. Predominantly the group conceptualizes these people as participants (e.g. in mediated, online, imaginary or material communities, networks and groups), users (e.g. of everyday digital communication technologies, media, social media) or audiences and fans (e.g. of various media content). Depending on research projects our unit of analysis can be individual people, specific groups or broader (e.g. national) audiences and the group brings together researchers from different disciplines. 

The group is currently exploring several critical research questions, including:

• How do individuals and communities collaboratively shape and negotiate identity, wellbeing, belonging and citizenship within the context of visual digital media and social platforms?
• How do diverse audiences navigate, interpret, and select media content in ways that reflect their identities, preferences, and social contexts?
• What roles do specific digital platforms and media forms play in shaping public perceptions of trustworthiness, engagement with scientific knowledge, and the boundaries of democratic participation?

The research group is co-led by Professor Katrin Tiidenberg and Associate Professor Alessandro Nani.
 

Externally Funded Projects

• TRAVIS (Trust and Visuality: Everyday Digital Practices): Funded by CHANSE ERA-NET, this project investigates the formation of trust in social media through visual practices.
• ESTWELL: Focused on participatory wellbeing, funded under the Estonian Center of Excellence of Wellbeing Sciences.
• MeDeMap (Mapping Media for Future Democracies): A Horizon Europe project analyzing media's role in supporting democracy and political engagement.
• COALESCE (Coordinated Opportunities for Advanced Leadership and Engagement in Science Communication in Europe): A Horizon Europe initiative to enhance science communication in Europe.

   

Recent Key Publications

1. Tiidenberg, K., Karatzogianni, A., et al. (2024). “Social Media as a Shaper, Enabler, and Hurdle in Youth Political Participation.” Palgrave Macmillan.
2. Renser, B., Tiidenberg, K. (2024). “Commodification of Spirituality and the Spiritual Healers’ Labor on Facebook.” International Journal of Communication.
3. Tiidenberg, K., Paasonen, S., et al. (2023). “Vanilla normies and fellow pervs: Boundary work on sexual platforms.” Sexualities.
4. Olesk, A., Renser, B., et al. (2021). “Quality Indicators for Science Communication.” Journal of Science Communication.