Postdoc
I am a postdoctoral researcher in the Risk Communication Group. My research interests lie in the field of media psychology, with a focus on media effects. Specifically, I study risk communication, the communication of probabilities, sustainability and climate change communication, explainer videos, and the influence of normative messages.
Previously, I worked as a postdoc and as a research and teaching assistant at the Department of Communication and Media Research at the University of Zurich. In September 2024, I defended my doctoral thesis, "They Approve but They Don't Act – Designing Social Norm Interventions to Promote Sustainable Minority Behavior", in which I examined social norm appeals to encourage sustainable behavior. I studied media and communication, rhetoric, and psychology at the University of Tübingen and the University of Zurich.
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Academic Appointments |
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Since 02/2025 |
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Postdoctoral Researcher |
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Swiss Seismological Service (Prof. Dr. Stefan Wiemer), ETH Zurich Risk Communication Group |
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10/2024–01/2025 |
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Postdoctoral Researcher |
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Institute of Communication and Media Studies (IKMZ), University of Zurich (UZH) |
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Division of Media Usage & Media Effects (Prof. Dr. Thomas Friemel) |
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10/2019–09/2024 |
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Research and Teaching Assistant |
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Institute of Communication and Media Studies (IKMZ), UZH |
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Division of Media Psychology & Media Effects (Prof. Dr. Werner Wirth) |
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04/2014–03/2019 |
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Student Assistant and Tutor |
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Institute of Media Studies, University of Tübingen |
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12/2017–05/2018 |
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Student Assistant |
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Department of Didactics of Art and Design, University of Applied Sciences Northwestern Switzerland (FHNW) |
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Education |
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02/2020–09/2024 |
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PhD in Communication Studies (Doctor of Philosophy) |
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Institute of Communication and Media Studies (IKMZ), UZH |
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Thesis: They approve but they don’t act: Designing social norm interventions to promote sustainable minority behaviour (Supervisors: Prof. Dr. Werner Wirth, Prof. Dr. Thomas Zerback) |
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02/2021–04/2022 |
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Teaching Skills – Systematic Development of Teaching Competence |
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Didactic Qualification Program, ETH & UZH |
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10/2016–01/2020 |
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Master of Arts Medienwissenschaft | Studies of Psychology |
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University of Tübingen |
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04/2016–09/2019 |
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Certificate in Rhetoric & Communication |
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University of Tübingen |
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05/2018–07/2018 |
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Certification as a Business Trainer (Focus: Communication) |
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International Coaching Association, Emrich Consulting, Stuttgart |
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09/2017–06/2018 |
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Study Abroad in Journalism and Communication Studies |
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University of Zurich |
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10/2013–10/2016 |
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Bachelor of Arts in Media Studies (Major) & General Rhetoric (Minor) |
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University of Tübingen |
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Dissertation |
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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 |
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Journal Articles |
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Schorn, A., Hess, L. & Strauß, N. (in press). Influencers going green: How exhibited climate activism and message-sidedness affect the impact of greenfluencer posts. Studies in Communication and Media. Preprint: https://doi.org/10.31219/osf.io/fjme6_v1 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. 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. Frontiers in Communication, 7, 1034199. 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 |
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Chapters in conference publications and edited books |
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Schorn, A., Schläpfer, S., & Wirth, W. (2023). Promoting voluntary carbon offsetting through social norm appeals: Some learnings from null results. In J. Wolling, M. Becker, & C. Schumann (Eds.), 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? [Effect based on values: Promoting environmentally friendly behavior by matching value orientation and value appeal?] 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 [Features and potential uses of the artistic teaching projects from the pupils' perspective]. In N. E. Berner (Ed.), Artist-in-Residence an Schulen: Kunst und Schule miteinander denken (pp. 183–203). kopaed. |