Keynote by Maria Scholl (APA), May 17th, 10.00

Enabling Journalism: Innovative solutions, traditional values

Rapid changes of media markets and consumption habits in the digital age push information providers to go on a quest for

innovative storytelling methods und technological adjustments while preserving the traditional value system of the journalistic

profession. For journalists and their skill set, these evolutions sometimes seem to create a set of inconsistent requirements: experts also need to be allrounders, production needs to be faster, but also to be presented in  a thoroughly designed

multimedia fashion, reporting needs to be mobile, profound and out-of-the-box while navigating an increasingly complex environment of sources that are decreasingly commited to factual truths.

The keynote will focus on some of the innovation projects and ideas that APA, the Austrian Press Agency, is piloting and implementing to enable journalists to live up to the requirements of today’s fast evolving challenges while staying focused on what they do best: demanding, reporting, contextualizing the facts.


Mag. Dr. Maria Scholl, BSc (b. 1984) is deputy editor-in-chief of the APA – Austria Press Agency. At the news agency headquarters in Vienna she is concerned with editorial management, quality assurance and cross-sectional matters, but also continues to do reporting in the department of culture and science. In conjunction with her studies in Comparative Literature and Psychology in Vienna, Lisbon and London, Maria Scholl conducted research in the fields of psychological aesthetics and literary reception. She teaches at the University of Vienna.


Keynote by Prof. Dr. Roman Hummel (Universities of Salzburg & Vienna, Austria), May 18th, 11.00

Bridging the gap between theoretical concepts and practical questions – despite institutional constraints

Request for journalism education came and comes out of mastering media crisis: First at the beginning of mass press, later with digital disruption. Since journalism is not a standardised protected profession and highly differentiated there is no standardised formation neither. There is a wide range of educational institutions dealing with a great variety of purposes therefore. And each organisation can act only according to their particular framework and position in society. The increasing diversity in journalism practice, different work profiles at different positions and the vagueness of further development of journalism leads to different requirements for education. The mission for classical academia seems therefore to provide the necessary background-knowledge for those striving for journalism formation but not to an achievement in journalism training in a narrow sense.

Roman Hummel after finished studies in communication, psychology and politics started working life in a research department for employees of the media sector at the Austrian Trade Union. After habilitation in 1990 he fulfilled professorships in Vienna, Erfurt, Pretoria and finally Salzburg, where he retired in autumn 2016. He did numerous studies concerning journalism. Presently he is teaching at the University of Vienna and is head of advisory board of „Kuratorium für Journalistenausbildung“, the biggest further education institution in Austria.