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Department of Communication and Media Research Media Use & Effects

Anna Schorn

Anna Schorn, Dr.

  • Postdoktorierende / Postdoctoral Scholar
Phone
+41 44 635 20 38
Room number
AND 3.28

Anna Schorn is a postdoctoral researcher in the division “Media Use & Effects”. In September 2024, she defended her dissertation, “They Approve but They Don’t Act - Designing Social Norm Interventions to Promote Sustainable Minority Behavior,” which examined the use of social norm appeals to encourage sustainable behaviors. Previously, she worked as a research and teaching assistant in the “Media Psychology & Effects” division. She studied media and communication, rhetoric, and psychology at the University of Tübingen and University of Zurich. Her research interests lie within the field of media psychology, and she is engaged in research on the persuasive effects of media. In her work, she focuses on sustainability and climate change communication, explainer videos, and the influence of normative messages.

Curriculum Vitae

Since 2024 Postdoctoral scholar at the division „Media Use & Effects“ at the Department of Communication and Media Research, University of Zurich
2024 Ph.D. in communication, thesis: „They Approve but They Don’t Act - Designing Social Norm Interventions to Promote Sustainable Minority Behaviour“
2020-2024 Research and teaching assistant and PhD student at the division „Media Psychology and Effects“ at the Department of Communication and Media Research, University of Zurich
2019 Student assistant at the division „Media Psychology and Effects“ at the Department of Communication and Media Research, University of Zurich
2016-2019

Studies of media studies (MA) and psychology, University of Tubingen
2014-2019 Student assistant & tutor for methods at the Institute of Media Studies, University of Tubingen
2018 Training & Certification as a Business Coach (International Coaching Association)
2017-2018

Student assistant in the research project KLAUS at the FHNW University of Applied Sciences and Arts Northwestern Switzerland
2017-2018 Semester abroad at the University of Zurich (Journalism and Communication Studies)
2013-2016 Studies of Media Science & General Rhetoric (BA) at the University of Tubingen

Publications

Journal articles

Schorn, A. (2024). Why should I when no one else does? A review of social norm appeals to promote sustainable minority behavior. Frontiers in Psychology, 15(1415529), 1-21. https://doi.org/10.3389/fpsyg.2024.1415529
Schorn, A., & Wirth, W. (2024). They approve but they don’t act: Promoting sustainable minority behavior with (conflicting) social norm appeals. Frontiers in Psychology, 15(1337585), 1–18. https://doi.org/10.3389/fpsyg.2024.1337585
Schorn, A., & Wirth, W. (2023). Meet Bob and offset your flight: Optimising explainer videos to promote voluntary carbon offsetting. Media and Communication, 11(1). https://doi.org/10.17645/mac.v11i1.6028
Schorn, A. (2022). Online explainer videos: Features, benefits, and effects. Front. Commun. https://doi.org/10.3389/fcomm.2022.1034199
Schorn, A., Vinzenz, F., & Wirth, W. (2022). Promoting sustainability on Instagram: How sponsorship disclosures and benefit appeals affect the credibility of sinnfluencers. Young Consumers, 23(3), 345–361. https://doi.org/10.1108/YC-07-2021-1355

Dissertation

Schorn, A. (2024). They approve but they don’t act: Designing social norm interventions to promote sustainable minority behaviour [University of Zurich].
https://doi.org/10.5167/UZH-262848 

Articles in conference proceedings

Schorn, A., Schläpfer, S., & Wirth, W. (2023). Promoting voluntary carbon offsetting through social norm appeals: Some learnings from null results. In Klima(wandel)kommunikation: Im Spannungsfeld von Wissenschaft, Medien und öffentlicher Meinung (1st ed., Vol. 8, pp. 207–224). Universitätsverlag Ilmenau. https://doi.org/10.22032/dbt.55228
Schorn, A. (2022). Wirkung nach Werten: Förderung von umweltfreundlichem Verhalten durch die Übereinstimmung von Wertorientierung und Wertappell? In A. S. Kümpel, C. Peter, A. Schnauber-Stockmann, & F. Mangold (Eds.), Nachhaltigkeit als Gegenstand und Zielgröße der Rezeptions- und Wirkungsforschung (pp. 85–106). Nomos Verlagsgesellschaft mbH & Co. KG. https://doi.org/10.5771/9783748926436-85
Berner, N. E., Rogh, W., & Schorn, A. (2020). Angebotsmerkmale und Nutzungspotenziale der künstlerischen Unterrichtsprojekte aus Perspektive der Schülerinnen und Schüler. In N. E. Berner (Ed.), Artist-in-Residence an Schulen: Kunst und Schule miteinander denken (pp. 183–203). kopaed.

Conference Presentations

2024

Schorn, A., Behrend, R., & Wirth, W. (2024, June 6). Science calls to action: Explainer videos as activist tool to promote sustainable streaming practices. Science Communication in the Age of Artificial Intelligence, Zurich.

2023

Schorn, A., Schläpfer, S., & Wirth, W. (2023, September 8). They approve but they don’t act: Promoting sustainable behaviour in explainer videos by using (conflicting) social norm appeals [Conference talk]. 13th Conference of the Media Psychology Division (DGPs), Esch-sur-Alzette, Luxembourg.

Schorn, A. & Wirth, W. (2023, May 29). Meet Bob and offset your flight: Optimising explainer videos to promote voluntary carbon offsetting [Conference talk]. 73rd Annual ICA Conference, Toronto, Ontario, Canada.

Schorn, A., Hofer, T., & Wirth, W. (2023, April 21). Optimising explainer videos: The effect of subtitles [Conference talk]. Jahrestagung SGKM, Luzern.

Schorn, A. (2023, January 21). Förderung von nachhaltigem Minderheitsverhalten durch dynamische deskriptive Normappelle: Zahlen vs. Immermehrismus [Conference talk]. Jahrestagung der Fachgruppe Rezeptions- und Wirkungsforschung der Deutschen Gesellschaft für Publizistik- und Kommunikationswissenschaft, Augsburg.

Schorn, A., Schläpfer, S., Züger, V., & Wirth, W. (2023, January 20). Promoting sustainable minority behaviour: Does the effect of social norm appeals depend on individuals’ environmental concern? [Conference talk]. Jahrestagung der Fachgruppe Rezeptions- und Wirkungsforschung der Deutschen Gesellschaft für Publizistik- und Kommunikationswissenschaft, Augsburg.

2022

Schorn, A. (2022, October 20). How flaunted climate activism and message sidedness affect the impact of Instagram influencer posts promoting sustainable products [Conference talk]. ECREA, Aarhus, Denmark.

Schorn, A., Wirth, W., Bernasconi, T., Christen, F., Hofer, T., & Schildknecht, A. (2022a, February 11). Zur Wirkung von sozialen Normappellen und dem Einsatz von Exemplaren auf die Bereitschaft zur CO2-Kompensation [Conference talk]. Klima(wandel) Kommunikation, Ilmenau (online), Germany.

Schorn, A., Wirth, W., Bernasconi, T., Christen, F., Hofer, T., & Schildknecht, A. (2022b, April 22). Optimising explainer videos to promote voluntary carbon offsetting [Conference talk]. SGKM Jahrestagung, Zürich, Switzerland.

Schorn, A., Wirth, W., Schläpfer, S., Togni, A., & Züger, V. (2022, February 11). Zur Wirkung von sozialen Normappellen und Argumentationsweisen auf die Bereitschaft zur CO2-Kompensation [Conference talk]. Klima(wandel) Kommunikation, Ilmenau (online), Germany.

2021

Schorn, A. (2021b, September 8). The readers are to blame for everything! An experimental study of the Hostile Media Effect in public service broadcasting and private newspapers in Germany [Conference talk]. ECREA, Braga (online), Portugal.

Schorn, A. (2021a, July 21). Wirkung nach Werten: Förderung von umweltfreundlichem Verhalten durch die Übereinstimmung von Wertorientierung und Wertappell [Conference talk]. Jahrestagung der Fachgruppe Rezeptions- und Wirkungsforschung in der Deutschen Gesellschaft für Publizistik- und Kommunikationswissenschaft (DGPuK), München (online), Germany.