Last Updated on December 1, 2021 by Anna Pacholczyk

In Meet the Team series we introduce our audience to the brilliant people working at MediaFutures. Get to know us better by discovering who we are and what we do.

This week we are interviewing Ana Milojevic, Postdoctoral Research Fellow, associated with Work Package 1 – Understanding Media Experiences. 


Can you give an introduction of yourself and your scientific background?

I am Marie Sklodowska Curie postdoctoral research fellow, and I come from the University of Belgrade, Faculty of Political Science, as an Assistant Professor at the department of Journalism and Communication. As a journalism scholar in the (post)transitional country, with so called hybrid regime, weak rule of law, and underdeveloped media freedom, I have been manly interested in challenges media and journalism face on their road to full democracy. Therefore, I have extensive knowledge about transitional media systems, and my work aimed at examining media and journalism democratic development in parallel with technological advancements. During my academic career I was able to establish international relations, which have led me to the University of Bergen and MediaFutures.

Tell us about your research at MediaFutures and your role in Work Package 1.

I contribute to WP 1 with my Horizon 2020 project Datafication, Media and Democracy: Transformation of news work in datafied society – DataMeDe No 895273. This project aims to deepen our understanding on how media and media-tech companies use audience metrics and analytics, by developing more nuanced perspective on interaction between different actors inside and outside media organizations. In order to connect existing research from various disciplines, and incentivize aggregation of knowledge, we argue for introducing the notion of audience datafication. By focusing research on Norwegian media environment, which has been so far very resilient to commercialization and global crisis in media industry, I believe we can provide relevant insights into new trends in audience datafication, as well as to contribute to the discussion about the quality of news work in relation to the use of audience metrics and analytics. In that respect, democratic role of media in society is the underlining question which connects DataMeDe with my previous work.

Things about MediaFutures you appreciate the most? 

In my opinion, MediaFutures provides exciting networking and collaboration opportunities. It enables me to meet people fromdifferent backgrounds and to exchange ideas across different fields of science. Also, within MediaFutres we can establish close connections with the industry, which is very important for my research, and to communicate our results broadly. Overall MediaFutures is inspiring hub of innovation, which is driving us beyond the state-of-the-art.