Holger Schramm

Prof. Dr. Holger Schramm serves as Managing Director of the Human-Computer-Media Institute and Professor of Media and Business Communication at the University of Würzburg. He holds dual leadership roles as Head of Media and Business Communication and Head of the Master's program in Media Entertainment. His academic career spans over two decades, with previous positions at the Institute for Journalism and Communication Research at the Hanover University of Music, Drama and Media, and the Institute for Communication Studies and Media Research at the University of Zurich.

Education:

• Studied media management (media studies, communication research, and law) in Hanover and Austin (USA)
• Doctorate from the Hanover University of Music, Drama and Media (HMTM) in 2003
• Habilitation and venia legendi in journalism and communication studies at the University of Zurich in 2010

Professor Schramm's research program centers on reception and impact research with particular emphasis on entertainment media effects. His work explores emotional media effects, parasocial interactions and relationships (audience connections with media figures), and presence experience in media environments. Additional research strands include media and music communication, advertising and environmental communication, and sports communication. His interdisciplinary approach bridges media psychology, communication theory, and practical applications across broadcasting and digital platforms.

His recent publications (2023-2025) demonstrate remarkable productivity across multiple domains. A significant focus is parasocial research, including studies on romantic parasocial relationships with 'bad guys' in media, the impact of user-influencer similarity, and the role of parasocial relationships in pandemic communication. His work on 'Heimat' (homeland) concepts in television has generated substantial interest, examining how regional identity influences political advertising effectiveness. In music communication, he investigates challenges facing mainstream music radio programs and how musical elements affect advertising effectiveness.

Professor Schramm leads an active research team that includes Maria Mark (Secretariat), Antonia Drexel, MA, Dr. Elisabeth Holl, Fabian Mayer, M.Sc., Anika Herzig, MA, and Liana Rupp, B.Sc. His research group regularly organizes conferences including the Advertising Communication Specialist Group conference and the Reception and Impact Research Group conference, positioning him as a central figure in German media communication research.