Dr. Daniela Schlütz

• Vitae
• Major teaching and research interests
• Activities
• Publications
• Papers

• Methods of empirical social research
• Reception and entertainment research
• Advertisting communication
• Television series

• Member of the German Society of Mass Communication; Expert Group "Reception Research" and "Methods" as well as Ad Hoc Group Advertising Communication
• Speaker of the ad hoc group "Advertisting Communication" of the German Society of Mass Communication
• Member of the European Communication Research and Education Association (ECREA), Section Audience and Reception Studies
• Member of the International Communication Association (ICA); Division Mass Communication
• Reviewer for the journals "Media Psychology" ("Medienpsychologie"), "Media & Mass Communication" ("Medien & Kommunikationswissenschaft"), "Communications: The European Journal of Communication Research" as well as for the German Society of Mass Communication, for ECREA and ICA
• Member of the Alumni organisation "Freunde der LSE e.V."
• Member of the Alumni organisation KommunikationsKultur e.V. (KKeV)
• Member of several committees of the Hanover University of Music, Drama and Media as well as member of the Board for a Family-Friendly University
• Member of the Lower Saxony Examination Office for Lectureship

in prep./in press

Naab, T. K., Schlütz, D., Möhring, W. & Matthes, J. (Eds.). (in prep.). Probleme der Standardisierung und Flexibilisierung – Forschungsprozesse in der Kommunikations- und Publizistikwissenschaft. Tagungsband zur Jahrestagung der DGPuK-Fachgruppe „Methoden der Publizistik- und Kommunikationswissenschaft“ in Hannover [Problems of standardization and flexibilization - Research processes in mass communication. Conference proceedings, Annual Conference of the Expert Group "Methods of Mass Communication" of the German Society of Mass Communication, Hanover]. Cologne: Herbert von Halem.

Blake, C., Schlütz, D. & Herbst, B. (in press). Die Wahrnehmung von Online-Werbung: Eine Eye-Tracking-Studie [The perception of online advertising: An eye-tracking study]. In K. Lobinger & H. Haas (Eds.) Qualitäten der Werbung - Qualitäten der Werbeforschung: Tagungsband zum 5. Workshop der Forschungsgruppe Werbung [Qualities of advertising - Qualities of advertising research: Conference proceedings, 5th Workshop of the Research Group Advertising]. Cologne: Halem.

Schlütz, D., Stock, Y., Walkenbach, J. & Zehrfeld, M. (in press). Mein Freund, der Serienkiller: Fan-Beziehungen zum Hauptcharakter der TV-Serie Dexter [My friend, the serial killer: Parasocial relationships with the protagonist of the TV series Dexter]. In S. Eichner, L. Mikos & R.Winter (Eds.), Transnationale Serienkultur: Theorie, Ästhetik, Narration und Rezeption neuer Fernsehserien [Transnational series culture: Theory, aesthetics, narration and reception of new TV series]. Wiesbaden: VS Verlag für Sozialwissenschaften.

2012

Schlütz, D. (2012). Der Prozess grenzüberschreitender Medienwirkungen: Das Susceptibility to Imported Media (SIM)-Modell am Beispiel US-amerikanischer Fernsehserien [The process of transnational media effects: The Susceptibility to Imported Media (SIM) Model using the example of US-American television series]. In H. Wessler & S. Averbeck-Lietz (Eds.), Grenzüberschreitende Medienkommunikation [Transnational media communication] (Special Issue No. 2 of Medien & Kommunikationswissenschaft, pp. 183-202). Baden-Baden: Nomos.

2010

Möhring, W. & Schlütz, D. (2010). Die Befragung in der Medien- und Kommunikationswissenschaft: Eine praxisorientierte Einführung [Surveys in media and communication sciences. A practical introduction] (2nd, revised ed.). Wiesbaden: VS-Verlag.

Schlütz, D., Stock, Y., Walkenbach, J. & Zehrfeld, M. (2010). Mein Freund, der Serienkiller: Zuschauerbeziehung zum Hauptcharakter der TV-Serie Dexter [My friend, the serial killer: Parasocial relationships between viewers and the main character of the TV series Dexter]. tv diskurs, 14 (4), 73-77.

2008

Möhring, W. & Schlütz, D. (2008). Keyword: Interview. In W. Donsbach (Ed.), The international encyclopedia of communication (Vol. VI, pp. 2504-2509). Malden, MA: Blackwell.

Möhring, W. & Schlütz, D. (2008). Keyword: Interview, Qualitative. In W. Donsbach (Ed.), The international encyclopedia of communication (Vol. VI, pp. 2513-2517). Malden, MA: Blackwell.

Möhring, W. & Schlütz, D. (2008). Keyword: Interview, Standardized. In W. Donsbach (Ed.), The international encyclopedia of communication (Vol. VI, pp. 2517-2520). Malden, MA: Blackwell.

2007

Harden, L. & Schlütz, D. (2007). Begrenzte Marktchancen: Das Potenzial einer neuen entwicklungspolitischen Zeitschrift [Limited market chances: The potential for a new magazine concerning development policy]. eins Entwicklungspolitik, 5, 6.

Harden, L. & Schlütz, D. (2007). Journal Global. Bewertung und Lesepotenzial einer neuen entwicklungspolitischen Zeitschrift [Journal global. Evaluation and reading potential for a new magazine concerning development policy]. eins Entwicklungspolitik, 19-20, 44-47.

2006

Harden, L. & Schlütz, D. (2006). TV in der internen Kommunikation: Eine empirische Studie [TV in internal communication: An empirical study]. In T. Mickeleit & B. Ziesche (Eds.), Corporate TV: Die Zukunft des Unternehmensfernsehens [Corporate TV: The future of business company television] (pp. 67-83). Berlin: Helios.

Harden, L. & Schlütz, D. (2006). Unternehmens-TV: Teuer oder Trend? [Business company television: Expensive or trendy?] pressesprecher, 2, 39-41.

2005

Scherer, H., Baumann, E. & Schlütz, D. (2005). Wenn zwei das Gleiche fernsehen, tun sie noch lange nicht dasselbe. Eine Analyse von Rezeptionsmodalitäten am Beispiel der Nutzung von Krankenhausserien durch Krankenhauspersonal [Even though two people watch the same thing on TV, it doesn't mean they do it in the same way. An analysis of reception modalities exemplified by hospital staff's use of hospital series]. In V. Gehrau, H. Bilandzic & J. Woelke (Eds.), Rezeptionsstrategien und Rezeptionsmodalitäten [Reception strategies and reception modalities] (pp. 219-234). Munich: Reinhard Fischer.

2004

Scherer H. & Schlütz, D. (2004). Das neue Medien-Menü: Fernsehen und WWW als funktionale Alternativen [The new media menu: TV and WWW as functional alternatives]. Publizistik, 49, 6-24.

Baumann, E., Scherer, H. & Schlütz, D. (2004). "Der Arzt, dem die Frauen vertrauen". Mitarbeiterbefragung: Krankenhausserien und Realität ["The doctor women have trust in". Survey among staff members: TV hospital series and reality]. Impuls. Die Zeitung für MitarbeiterInnen im Klinikum Hannover, 23, 20-22.

Rössler, P., Scherer, H. & Schlütz D. (Eds.). (2004). Nutzung von Medienspielen - Spiele der Mediennutzer [The use of media games - the games of media users]. Munich: Reinhard Fischer.

Scherer, H., Schlütz, D. & Rössler, P. (2004). Medienspiele als Forschungsfeld [Media games as a field of research]. In P. Rössler, H. Scherer & D. Schlütz (Eds.), Nutzung von Medienspielen – Spiele der Mediennutzer [The use of media games - the games of media users] (pp. 9-39). Munich: Reinhard Fischer.

2003

Schlütz, D. (2003). Frauen und Medien [Women and the media]. In K. Beyer & A. Kreuziger-Herr (Eds.), Musik, Frau, Sprache. Interdisziplinäre Frauen- und Genderforschung an der Hochschule für Musik und Theater Hannover [Music, woman, language. Interdisciplinary research on women and gender] (pp. 87-105). Herbolzheim: Centaurus Verlag.

Möhring, W. & Schlütz, D. (2003). Die Befragung in der Medien- und Kommunikationswissenschaft: Eine praxisorientierte Einführung [Surveys in media and communication sciences. A practical introduction]. Wiesbaden: Westdeutscher Verlag.

Scherer, H. & Schlütz, D. (2003). Das inszenierte Medienereignis: Die verschiedenen Wirklichkeiten der Vorausscheidung zum Eurovision Song Contest in Hannover 2001 [The directed media event: The different realities of the preliminary decision of the Eurovision Song Contest in Hannover 2001]. Cologne: Herbert von Halem Verlag.

Scherer, H., Schlütz, D. & Baumann, E. (2003). Berichterstattenswerte Berichte: Die medial erschaffene Wirklichkeit [Newsworthy reports: Reality created by the media]. In H. Scherer & D. Schlütz (Eds.) Das inszenierte Medienereignis: Die verschiedenen Wirklichkeiten der Vorausscheidung zum Eurovision Song Contest in Hannover 2001 [The directed media event: The different realities of the preliminary decision of the Eurovision Song Contest in Hannover 2001]. Cologne: von Halem.

2002

Schlütz, D. (2002). Bildschirmspiele und ihre Faszination: Zuwendungsmotive, Gratifikationen und Erleben interaktiver Medienangebote [Video and computer games and their fascination: User motives, gratifications and the experience of interactive media offerings]. Munich: Reinhard Fischer.

Scherer, H. & Schlütz, D. (2002). Gratifikation à la minute: Die zeitnahe Erfassung von Gratifikationen [Gratification à la minute: The situational approach to gratifications]. In P. Rössler, S. Kubisch & V. Gehrau (Eds.), Empirische Perspektiven der Rezeptionsforschung [Empirical perspectives on reception research] (pp. 133-151). Munich: Reinhard Fischer

2001

Schlütz, D. & Scherer, H. (2001). Der Einsatz der 'Experience Sampling Method' in der Medienwissenschaft [Using the 'Experience Sampling Method' in media research]. Zeitschrift für Medienpsychologie, 13(N.F.1), (3), 146-149.

2000

Schlütz, D. (2000). [Review of] Julia Spanier: Werbewirkungsforschung und Mediaentscheidung: Förderung des Informationstransfers zwischen Wissenschaft und Praxis [Advertising effects research and media decision: Supporting the information transfer between science and practice]. Medien & Kommunikationswissenschaft, 48, 585-587.

Schlütz, D. (2000). PC im Kinderzimmer? [PCs in the children's room?]. Kinder 2000. Jahresheft des deutschen Kinderschutzbundes, 87-90.

2011

Jöckel, S., Blake, C. & Schlütz, D. (2011, May). Seeing what you should not see: Evaluating the new age rating labels of audio-visual media in Germany using eye-tracking technology. Poster presentation at the 61st Conference of the International Communication Association, May 26-30, 2011, Boston, Massachusetts, USA.

Schlütz, D., Schneider, B. & Stipp, H. (2011, Mai). Cultural proximity from an audience point of view. Why German students prefer US-American TV-series. Paper presented at the 61st Conference of the International Communication Association, May 26-30, 2011, Boston, Massachusetts, USA.

Blake, C., Schlütz, D., Charrier, D.,  Dyszy, A., Emde, K., Hirt, F., Keldenich, F., Link, E., Sponer, J.,  Heiden, C. (2011, October). Die Rolle von Markenbekanntheit und Werbeintensität für die Wahrnehmung und Erinnerung von In-Game Advertising: Eine Eye-Tracking-Studie [The role of brand awareness and intensity of advertising for the perception and the memory of In-Game Advertising: An eye-tracking study]. Paper presented at the 6th Workshop of the Ad-Hoc Group Communication in Advertising of the German Society of Mass Communication, October 27-29, 2011, Pforzheim.

2010

Hartmann, L., Scherer, H. & Schlütz, D. (2010, October). Qualität von Werbemaßnahmen in Online-Communities: Eine Entscheidung der Rezipienten [The quality of advertising measures in online communities: A decision of the recipients]. Paper presented at the 5th Workshop of the Research Group Advertisting, October 1-2, 2010, Vienna.

Schlütz, D., Blake, C. & Herbst, B. (2010, October). Die Wahrnehmung von Online-Werbung – Eine Eye-Tracking-Studie [The perception of online advertising - An eye tracking study]. Paper presented at the 5th Workshop of the Research Group Advertisting, October 1-2, 2010, Vienna.

Niemann, J., Scherer, H. & Schlütz, D. (2010, May). PROFILierungssüchtig? Der Einfluss von Persönlichkeitsmerkmalen auf das Impression-Management von Jugendlichen im Social-Web [Addicted to PROFILisation? The influence of personality characteristics on the impression management of adolescents on the social web]. Paper presented at the 55th Annual Conference of the German Society of Mass Communication "Media Innovations. How Media Developments Change Communication in a Society", May 12-14, 2010, Ilmenau.

Schlütz, D., Stock, Y., Walkenbach, J. & Zehrfeld, M. (2010, January). Getting attached to a serial killer:  Audience relations to the main character of TV-show ‘Dexter’. Paper presented at the International Conference Contemporary Serial Culture: Quality TV Series in a New Media Environment, January 14-16, 2010, Potsdam-Babelsberg.

2008

Schlütz, D. (2008, May). Wenn Zahlen Beine kriegen: Empirische Ergebnisse und ihre Kommunikation [When numbers get legs: Empirical results and their communication]. Paper presented at the 42th Annual Conference of the Project Group Public Relations, May 5-7, 2008, Lutherstadt Wittenberg.

2005

Scherer, H., Schlütz, D. & Arnold, A.-K. (2005, May). Media's creating reality: Construction as a social process. Paper presented at the 55th Annual Conference of the International Communication Association (ICA), May 28, 2005, New York.

2004

Scherer, H. & Schlütz, D. (2004, May). Immediate gratification: The close capture of gratifications. Paper presented at the 54th Annual Conference of the International Communication Association (ICA), May 27-31, 2004, New Orleans.

Baumann, E., Scherer, H. & Schlütz, D. (2004, January). Wenn zwei das Gleiche fernsehen, tun sie noch lange nicht dasselbe. Eine Analyse von Rezeptionsmodalitäten am Beispiel der Nutzung von Krankenhausserien durch das Krankenhauspersonal [Even though two people watch the same thing on TV, it doesn't mean they do it in the same way. An analysis of reception modalities exemplified by hospital staff's use of hospital series]. Conference of the German Society of Mass Communication's Expert Group "Reception Research", January 23 and 24, 2004, Salzburg.

2003

Baumann, E., Scherer, H., Schlütz, D. & Vesper, S. (2003, October). Kollision zweier Welten: Krankenhausserien aus Sicht des medizinischen Personals [Collision of two worlds: Hospital TV series from the perspective of the medical staff]. Paper presented at the Conference "Network Health Communication", October 25, 2003.

Baumann, E., Scherer, H., Schlütz, D. & von der Kall, Nils (2003, September). Offenheit statt dogmatischer Beschränktheit: Über die Integration quantitativer und qualitativer Methoden in der Kommunikationsforschung [Openess instead of dogmatic narrowness - On the integration of quantitative and qualitative methods in communication research]. Paper presented at the Conference of the German Society of Mass Communication's Expert Group "Methods", September 25-27, Münster.

2002

Möhring, W. & Schlütz, D. (2002, September). Soziale Erwünschtheit und Mediennutzung: Einflüsse in einem standardisierten Interview [Social desirability and media use: Influences in a standardized interview]. Paper presented at the German Society of Mass Communication's Expert Group "Methods", September, 26-28, 2002, Mainz.

Schlütz, D. & Trepte, S. (2002, September). Die Operationalisierung des uses-and-gratifications-Ansatzes in standardisierten Befragungen [The operationalization of the uses and gratifications approach in standardized surveys]. Paper presented at the German Society of Mass Communication's Expert Group "Methods", September, 26-28, 2002, Mainz.

Scherer, H. & Schlütz, D. (2002, January). Spiele der Mediennutzer – Nutzer der Medienspiele [The Use of Media Games - Games of Media Users]. Conception and Organization of the Conference of the German Society of Mass Communication's Expert Group "Reception Research", January 25-26, 2002, Hannover.

2001

Schlütz, D. (2001, November). Frauen und Medien [Women and the media]. Paper presented at the lecture series "Gender Studies" at the Hanover University of Music and Drama, November 21, 2001, Hannover.

Schramm, H. & Schlütz, D. (2001, July). Parasocial interactions with film characters in interactive TV-drama. Paper presented at the IGEL Conference, July 31, 2001, Toronto.

Schlütz, D. & Scherer, H. (2001, January). Gratifikation à la Minute: Die zeitnahe Erfassung von Gratifikationen [Gratification à la minute: The situational approach to gratifications]. Paper presented at the German Society of Mass Communication's Expert Group "Reception Research", January 26-27, 2001, Berlin.