Yara de Kwaasteniet

Looking back on the information I had before applying for this master, I do not feel like there are things that I missed and that I would have liked to know beforehand.

Communication Science: Entertainment Communication, University of Amsterdam, NL

Class of 2013 (Graduated in 2016)

What was important in making up your mind?
One of the most important things was the fact that the UvA communication department is so well-regarded. In addition it felt like a very logical step after IBCoM.

What made you decide to choose for this master?
For some reason the masters in Rotterdam just did not appeal to me that much, mostly because I felt they resembled IBCoM too much. Moreover, when I read the description of this master, not only could I see myself doing it, but I could also see myself working in that sector later in my life.

How would you describe the connection between IBCoM and your master?
IBCoM provided me with a basis in the Communication and Media field. During my bachelor I learned the most important theories available, and I got a clear idea of what research methods are available in the field. In addition IBCoM gives you the chance to explore all different kinds of topics within one bachelor, such as corporate communication, social media and prosumption and intercultural communication. Without IBCoM I would never have gotten acquainted with all the possibilities in the field of Communication and Media.

When it comes to this master, I feel like it allows me to dive a bit deeper into one section of the field, namely entertainment media (and its influences). This is a part of the field that I have always found interesting, and that I have also applied in my bachelor’s thesis.

In terms of atmosphere IBCoM and Entertainment Communication are also quite similar. My track only has 12 students, of which four are internationals. In addition the teaching staff is also a mix between Dutch and international professors who are all very enthusiastic.

How would you describe your master?
The master Entertainment Communication is a small scale study, which has its roots in media psychology. The focus is on how entertainment media influences different groups and individuals, most specifically on young people. As young people are generally the first ones to get acquainted with (new) media, special focus is paid to this audience. However, since almost everyone uses new media nowadays, studying this phenomenon amongst all age groups is very relevant. And as many organisations and institutions are not quite familiar with how they can use new media to their advantage, this master trains you to meet this growing need for knowledge and advice.

In hindsight, what would you have liked to know before, what you know now?
Looking back on the information I had before applying for this master, I do not feel like there are things that I missed and that I would have liked to know beforehand.

Anything you would like to add?
Not only does this master provide you with relevant and interesting literature and theories, it also provides you with actual work experience. Already in the first semester your newly gained knowledge is put to the test when you are challenged to do a media consultancy job for a real company. In teams you talk to your client, conduct focus groups and create a consultancy report. This all comes together at the final symposium, where you present your results to your class and professors, but also to the clients. 

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