The topics

Crossmedia is for journalists, press spokesman, designer, manager in today’s society of smart phones, tables and PCs – our modern reality. Already during the conferences in the years of 2012/14/15 it became clear, how the merge of different communication channels had its impact on the working world, how the web created new jobs and how social media opened and entire new labor market. Crossmedia does not only imply the extension of producing in contrast to traditional media borders, to think interdisciplinary, but also to work simultaneously in different virtual rooms.
This is the reason why TCCM16 puts much emphasis on creative processes when it comes to online collaboration, at the same time it is host to the project OnCreate, the international ERASMUS projects.
Professionals and scientists practicing in 3 different aspects such as journalism, design and media management will meet at the TCCM16 for workshops and practical contributions. This means mutual exchange in form of discussions about crossmedia storytelling, inspiration from proven practices, workshops about social media applications or close up observation of the world around us which produces and stores an endless supply of data.
Up to this point none of the topics is fixed, here our suggestions:

Crossmedia - Made by Everyone?


Communication media are a representation of today’s society – that is their character. But, such media as well as society itself is changing – having a dramatic impact on the broadcasters, users and journalists. News are (mostly) available at any given time and place. Especially, printed media is looking for new ways to broadcast and exchange their services. Civilian journalists, or better known as non-professionals engage in online journalism. Politicians, stakeholders and other institutions find their own ways of reaching out to the public regardless of traditional media approaches. Such developments could be seen as democratization – or as a loss of quality, as professional standards do not apply. Even the definition of what is a broadcasting medium is shifting. It is clear that traditional media, such as online newspapers, television and radio are included. But what about news aggregators, search engines, Twitter, social media, video streaming websites and blogs?


Content & Design for Social Media


Social media is interesting for journalists and other parties involved for two reasons: As a tool and distribution channel of their own work. How social media is used journalistically can be seen on platforms like Nine, Twitter and others. Most of the time, a linear interaction process can be observed. How can social media be used more interactively, dynamically and more open for the live communication? What additional values can be gained? What challenges will come up in terms of composition and interaction?


Creative Processes in Online Collaboration


Online collaboration is already found in numerous sectors, an example would be: International projects. But, most of the time this “Collaboration” is limited to the mutual exchange of documents and discussions. Especially, when it comes to creative processes, but also in political discussions there is a clear need for effective collaboration, which results in the creation of new affairs, rather than just commenting on existing results. These are challenges for project based studies in online study programs as well as in political education. Attention: Sign in the Extra-Call!


Crossmedia Storytelling


To break down historical events with the right form of presentation and with adequate media to present the overall picture. Scrollytelling is currently one of the most used forms, others include apps that serve as TV extensions (the so called “2nd screen”), the combination of fictional series with online games as well as augmented reality games, which combine real objects, mobile application and classical media into one experience. Also, marketing storytelling (B2C) has developed exciting new crossmedia ways of telling stories, social aspects of the internet and other distribution channels. The new trends have already reached the Business to Business sector.


Overcome Barriers via Internet


The internet is a deeply imbedded force into our society, which eliminates trade barriers, educational limits, physical space as well as geopolitical borders. Where will this journey take us and what possibilities will evolve? From industry 4.0 until the navigation of refugees via smartphone, all made possible. How does the net influence political discussions? Are boundaries eliminated or even passed manipulatively? Where do we draw the line and mark the spot where the virtual world has no integrative influence on the real world? Such questions have started a sociopolitical debate which needs to be continued.


World of Data


The tremendous amount of data stored in servers is a new natural resource of this generation. Governments, companies and NGOs have enormous quantities of data. When data be made open to the public we are talking about “Open Data”. Data driven journalism processes such data and publishes it. Professional data visualizations done by designers with the help of design tools enable the full understanding of such data and in some occasions tell new stories. New represenation forms, especially interactive graphics, make an understandable processing of these data only possible. But, good data driven journalism does not just stop there. It picks out "new" stories from the data or revalues putatively known completey. Is all only one hype or does break here a new era in the journalism?


Connected World


Daily items (physical items) that surround us are now capable of detecting changes in our environment with sensors. They are able to create their own context and are interconnected. What type of information will such media be able to provide for us? Who or what will direct its order, reviews and create meaningful context? How could such a crossmedia broadcast of information look like? New standards such as HbbTV enable new quality of interactive contend on TVs and other connected devices such as tablets and smart phones. Chatting, Twitter & voting is now well integrated into live television. In-depth content is offered before, during and after the broadcast. Now, social media conversations play a crucial part in editorial processes.


Content first - Development of Newsrooms


News rooms have taken place from countless publishing houses, stations and agencies. During this process mostly spatial aspects were considered, tasks were re-defined and functions converted. Most editorial offices were maintained, privileges secured and hierarchies reformed. A structural change is everything else but easy… maybe even a considerable paradigm shift. Shouldn’t the subject and content be considered first and then the right program/ page/ section? All about the process of change in stations and publishers and the resulting challenges.


Business Models


Broadcaster and publisher houses are still looking for innovative revenue models. The shrinking process due to diminishing profits has partially been stopped. Nonetheless, media and agencies are discussing alternative ways of the monetization of content or even entirely new business models. On the other hand, it seems perfectly normal to be an independent contractor in the IT and media sector, numerous examples of founders and internet personalities underline the fact. Yet, very few young people take this step. Startup documentaries show these action groups on their journey as they share hopes, concerns and difficulties. Together with the conference participants discuss their business models, risk capital and sustainability.


Human Resource Development


How should companies react to such a constantly changing environment in order for them to fulfill firm’s objectives? What is currently being done to utilize their human resources in the most effective manner possible? For most broadcasters and publishing houses further education is one main point which has always been on first place concerning HR, but in most cases non-sufficient elaboration about the subject of the digitalization of our modern world was done. What role does the development of leaders play within an organizational strategy? Such questions of the development of HR are elaborated by the TCCM.



The internationally inspired conference will be divided into three parts to be more effective. Apart from scientific speeches (30 min) we are also planning to incorporate 1.5h practice exercises and practice reports, 30min long. We are addressing media designers and creators of broadcasting stations, publishing houses and agencies, as well as scientists in the field of journalism and communication, media management and general design. The proposals are viewed by:

Prof. Dr. Christine Goutrié (Art Academy Berlin Weißensee),

Prof. Dr. Ilona Wuschig (University of Applied Sciences Magdeburg-Stendal),

Björn Stockleben, (University of Applied Sciences Magdeburg-Stendal) and

Prof. Dr. Michael Herzog (University of Applied Sciences Magdeburg-Stendal)


For the scientific workshop Creative Processes in Online Collaboration (in English language only):

Prof. Dr. Joachim K. Rennstich, YMCA University of Applied Sciences, Kassel

Dr. Joze Guna, University of Ljubliana (Slovenia),

Martyne Thayne, University of Lincoln (Great Britain)

Dr. Lene Sorensen, Aalborg University (Denmark)


Visitors of the CROSS – Change MEDIA conference are:

:: Media professionals who wish to extend their skills in the crossmedia field (such as journalists, project leader, program managers, designer etc.)

:: Scientists who are researching in the social and professional consequences of the crossmedia development.

:: PR professionals such as company spokesmen and press officers and PR agencies

:: Project partners or those who want to be one;

:: Students in the field or journalism, interaction design and mediamanagement;

:: Employees and students of the partner Universities of HS Magdeburg-Stendal;

:: Prospective students (high school graduates) of the HS Magdeburg-Stendal and

:: people who are generally interested in crossmedia


Conference organizations:

Sabine Falk-Bartz, Breitscheidstraße 2, 39114 Magdeburg

Tel. +49 391 886 4241


Head of the office, registration:

Armgard von Bonin, Breitscheidstraße 2, 39114 Magdeburg

Tel. +49 391 886 4228