Political systems have always dealt with the communication of reform projects, as our society is subject to permanent processes of change. Paradoxically, reforms are as a rule rejected by the general public although they basically know about their importance. Staying in what is known and has been tested paralyzes the initiation and implementation of reform processes.
Yet how can reforms be communicated so as to make them appear positive to a general decision-making public regarding decision-making and thus to transport them into the political system? How do reform topics get into the political system anyway? Which role do communication and discourse both transmitted by mass media play in this? How does a reform agenda become a decision protocol for the political system?
Regarding content the Chair of Political Communication focuses on the analysis of the structure of public debates and of the discourses on reform requirements in various social systems that are presented to the political system. Based on the analysis of the arguments of the involved stakeholders, possible coalitions, but also social approaches and attitudes, fields of activity are designed in which the communication of reforms can take place. Additionally, based on this research possible practical courses of action and recommendations for the communication of reforms are derived and made available to decision makers.
Activities of research are the analysis of public attitudes to economic, social or also ecological areas of activity. Currently, the chair is working on studies on the perception of business in public opinion, (family businesses and anonymous publicly owned firms), on the public assessment of climate change (to accompany later climate policies) and on the concept of the basic income.