The competence area of health communication researches the role of media in individual health behaviour and how health communication can be optimized through knowledge of communication science.
The media shape our perceptions of health and illness and, alongside medical experts, are key sources of information. They are important in many ways for the formation of health-related ideas and for information on health and illness-related topics. The development of digital media has opened up new opportunities for health communication.
Since 2000, the Institute has been working in various research contexts on the presentation of health topics in different media, on health-related media use and on strategic forms of health communication and their evaluation. A particular concern is to make the results of communication science research usable for other disciplines as well as for health-related practice, e.g. in order to support or optimize the target group-oriented development of health-related communication and information offerings.
In addition to examining visual aspects of health communication, the current focus is on the challenges and potential of digital media in health contexts.