Who am I?
My first academic socialization was as a physicist with a PHD thesis at CERN (Geneva, Switzerland). This was also where I came across the WWW as one of the early users in 1989. Driven by an interest for the diversity of cultures and the solutions they offer to societal challenges I completed an additional PhD in social anthropology at Ludwig-Maximilians-University (Munich, Germany). After that followed a period in consulting and applied research with an international strategy firm and the German Fraunhofer Society in different positions – finally as board member of the latter’s business advisory spin-off. The first internet boom attracted me eventually as a co-director to the corporate venture for a major German newspaper publisher, being responsible for business development. Throughout my management career I continued my academic activities as a lecturer at several universities on innovation management, media and ICT. In 2007 I went back predominantly to academia as professor for media management at the then newly founded Macromedia University (Munich, Germany), where since 2013 I am Vice President for Academic Affairs & Research.
My own research is published in more than 60 contributions to international journals (among them International Journal on Media Management, Journal of Brand Strategy, Journal of Creative Industry Studies, Newspaper Research Journal, Journal of Digital and Social Media, International Journal of Online Marketing, Westminster Papers in Culture and Communication, Austral Communication, Studies in Communication | Media, Digital Culture and Education, Electronic Markets, Journal of Gaming & Virtual Worlds, Game Studies, Information Management & Consulting) as well as to book chapters and edited books. I’m also travelling a lot to international conferences as well as for scholarly visits to other universities as visiting professor.
Overall, my research activities refer to the preconditions, the diffusion as well as the effects of (media) innovations at the intersection of economy, society and technology. A current focus is on the challenges of transforming traditional media companies like newspaper publishers in a digital society and economy, on the dynamic development of social media (also with respect to its marketing relevance), and on a better understanding of digital media usage enabling new business models (e.g. in gaming, streaming video on demand, and with respect to so-called social media influencers’ content). Given my earlier academic socialization in physics and cultural anthropology, I’m quite open to different methodologies from multivariate (non)linear modeling, computer simulations or econometrics to qualitative designs like grounded theory and participant observation – also combined in multi-method approaches.
What does IMMAA mean to you?
Having a rather unusual background, IMMAA was very supportive in giving me access to a scientific community and to knit personal ties therein. I am very grateful for that and happy to contribute for IMMAA to prosper and welcome new and additional media management researchers as well as educators. Media management as a very dynamic field requires the kind of open discourse with diverse perspectives characteristic for IMMAA in order to stay up to date when informing decisions in academia as well as in industry, and politics.
My institutional affiliation, Macromedia, is a university of applied sciences with an emphasis on industry relevant teaching. Hence, contributing to a joint understanding of what media management education should aim for and cover in terms of key topics will be a focus of my activities within IMMAA. Given my background I also see as a source for input in my industry relations as well as my experience with technology – the latter being an increasingly important factor in media management. Furthermore, IMMAA is a very good platform to stimulate and foster international comparative research that is on the one hand still in short supply but very important on the other hand to better understand global developments in media management and more generally in digital management.
In the context of other scientific associations IMMAA has a peculiar profile with its conferences inviting debate also in smaller groups and having a kind of workshop character. This was particularly important for me as I joined IMMAA already at a later stage in my career. With blurring boundaries of what media management actually is, an association devoted to the latter’s understanding should particularly reach out to neighboring disciplines and give such easy and welcoming access.
Links and contact:
University affiliation: http://www.mhmk-international.org/university/people/university.html
Google Scholar profile: https://scholar.google.de/citations?user=PjvPs8gAAAAJ&hl=de
LinkedIn profile: https://www.linkedin.com/in/castulus-kolo-567782/?locale=de_DE