Guido Keel

Prof. Dr. Guido Keel serves as Professor of Media Literacy and Director of the Institute of Applied Media Studies at the Zurich University of Applied Sciences (ZHAW) School of Applied Linguistics. His work focuses on journalism, media use, media literacy, and media in development contexts, with significant contributions to understanding Swiss media landscapes and journalistic practices.

Dr. Keel earned his PhD in Mass Communication from Zurich University (2010-2011) following a Master's degree in Anthropology, Mass Communications, and Social and Economic History from the same institution (1993-1998). His academic journey builds on extensive professional experience in communications, including roles as Communications Specialist at Rieter AG, PR Consultant at Bernet PR, and various editorial positions.

Dr. Keel's research spans multiple critical areas in contemporary media studies. His work examines journalistic practices and transformations, particularly in the Swiss context, through projects like the Worlds of Journalism study. He investigates media literacy education, hate speech challenges in journalism, and the impact of digital transformation on media organizations. His research also explores community management in news media, strategic lawsuits against journalists (SLAPPs), and innovative approaches to media development.

His recent publications reveal trends toward examining the practical challenges facing journalists in the digital age, including legal threats, community engagement strategies, and the evolving professional identity of journalists. His work demonstrates increasing focus on comparative international studies of journalism innovation and the methodological challenges of assessing media impact.

• Lecturer of the Year 2017, SVIK Swiss Association for internal and integrated Communication

Dr. Keel leads multiple research projects including 'Strengthening Media Knowledge,' 'Identifying and understanding Native Ads,' and 'How to Reach Swiss Digital Natives with News.' His work often involves collaborations with international networks including the East African Communication Association, Swiss Association of Communication and Media Research, and International Communication Association. His research has been supported by various funding bodies including the Swiss Federal Office of Communications (BAKOM).

As Director of the Institute of Applied Media Studies, Dr. Keel oversees research initiatives examining media transformations, journalistic practices, and media literacy. His institute conducts regular studies on Swiss journalists (Journalisten im Web series) and collaborates on international projects like the Worlds of Journalism study. The institute serves as a hub for media research bridging academic inquiry with practical industry applications.