Secondee: Hannel Elmer
Hosting institution: Tetuan Valley
Secondment period: May 2025
I came to Tetuan Valley to delve into data analysis of my research, which I have conducted together with a newspaper in Denmark. The focus is on sustainable news media that can continue the democratic conversation in a world of AI and deepfakes. We look into how multimodal news design can appeal to Gen Z.
Working within Work Package 2 it was very inspiring to sit in Google StartUp in Madrid, where there is an innovative and vibrant atmosphere, surrounded by Gen Z startups with whom I could discuss opportunities and challenges in relation to the future of news reporting, and how we can continue a sustainable and democratic conversation in a world with AI and deepfake. These conversations and discussions led to a deeper insight into Gen Z’s views on news, which was interesting to compare with my literature review and with the three studies, I had conducted in the target group, before I came.
Working in another country, and being away from the usual meetings and tasks, gave me space to add a new gear to my process. I managed not only to analyze but also to write the first draft of an academic article.
Thanks to Google StartUp in Madrid for a lovely working environment, to Tetuan Valley, Inigo Medrano, for inviting me, and to Professor Martin Senderowitz for supporting the project and inspiring me to take an EM4Fit secondment.