Accredited degree program
New media and intercultural communication
Bachelor of Arts
The degree programme brings together two highly topical, relevant and diverse subjects. This results in a highly interdisciplinary degree programme that focuses on analysing, understanding and designing media in and for different cultural contexts. The degree programme builds on a broad general education and deepens
cultural anthropological, sociological, art historical and ethical topics, among others.
| Start | Winter semester |
|---|---|
| Admission Criteria | Open admission (no numerus clausus) |
| Application period | 15.04.2026 - 15.07.2026 |
| Study format | Full time, with in-depth practical experience, Joint degree programme |
| Study cost | None (only semester fee) |
| Normal duration | 7 Semester |
| Language | German |
| ECTS | 210 |
| Accredited degree program | |
| |
The degree programme / Profile
New media – what does that mean?
The term ‘new media’ is relative, as every medium was once new when it first emerged. However, once a medium has become established in society, Riepl’s Law generally dictates that it will not be completely replaced or supplanted by a new medium. Instead, its functions change and it continues to exist alongside or within newer media.
Today, the term ‘new media’ is generally used to describe media whose key characteristics are interactivity, networking and a hypertextual structure rather than an exclusively linear one. They enable real-time communication and the exchange of information, and create a wide range of opportunities for users to participate actively. At the same time, they frequently incorporate elements of older media forms: text, photographs, audio and video content, and graphic design merge to form multimedia offerings.
For you, this means that a broad skill set is an advantage. In online marketing, for example, skills in the areas of text, photography, video and interactive content design are often combined. In the field of digital art, too, knowledge of social and cultural contexts and developments in art history is of great importance alongside technical skills. New media do not, therefore, replace traditional media, but build upon them and combine different forms of expression. And sometimes an older medium suddenly becomes popular again – as we are seeing with vinyl records, cassettes and instant photography. Sociocultural aspects help to explain such connections.
Intercultural communication – what does that mean?
The term ‘interculturality’ literally means ‘between cultures’ and refers to the exchange between people from different cultural contexts. However, this literal meaning suggests that cultures can be clearly distinguished from one another and are homogeneous in themselves. Such an understanding is now considered outdated, as cultures cannot be viewed as self-contained ‘containers’.
From a cultural studies perspective, the term ‘transculturality’ would therefore be more appropriate. It takes account of the fact that cultures are intricately interwoven, dynamic, hybrid and not bound by fixed territorial boundaries. Individuals, too, often navigate multiple cultural contexts simultaneously and develop multi-layered cultural affiliations.
Despite these aspects, the term ‘intercultural communication’ has become established in both academia and practice. Today, it is generally no longer used in the sense of a static understanding of culture, but rather describes communication across different cultural contexts. Furthermore, intercultural communication can be understood as a mindset or a communicative competence that promotes the constructive handling of cultural diversity and facilitates communication in a globalised, postmodern society.
What is this degree programme not?
This degree programme is not about training to become a media designer, web designer, cameraman or woman, editor or similar. Whilst knowledge in these areas is desirable and will help you to carry out your own projects to the best of your ability, the focus of the programme is more on conceptualisation and understanding than on practical implementation. In practical terms, this means that there are occasional introductions to specific techniques and genres, such as photography and image editing. However, you will not be assessed primarily on how well you create, for example, a perfect photomontage. To stick with the example: the mark would be awarded not only for the actual implementation, but also for the academically sound justification of that very implementation.
Landshut University of Applied Sciences has been offering the New Media and Intercultural Communication degree programme since the 2021/22 winter semester; it therefore remains a new and innovative programme at the university. The degree programme was successfully accredited by the Accreditation Council in 2024 without any conditions.
Course content and structure
The New Media and Intercultural Communication degree programme combines elements from various fields, such as social and media psychology, media history and art history. Further information on the core subjects can be found via the link below.
Read moreCareer prospects after graduation
After completing your degree, you will have opportunities in the fields of media planning and media research, particularly in the intercultural sphere, as well as in journalism, curation, the arts, PR or marketing. Our graduates to date have pursued a wide variety of career paths and have ended up in all sorts of places around the world.
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Admission requirements for the Bachelor's degree course are a general or subject-restricted higher education entrance qualification, an entrance qualification for universities of applied sciences or another school-leaving qualification recognised as equivalent by the Bavarian State Ministry of Science, Research and the Arts.
In addition to the university entrance qualification, an aptitude assessment procedure applies for the "New Media and Intercultural Communication (B.A.)" degree programme.
How can you prepare for the degree programme?
- Internships in the media sector, e.g. in editorial offices or advertising agencies, can give you an insight into possible professional fields. If you have already worked as a journalist or artist yourself, this will also benefit you.
- Stays abroad and the associated cultural and language skills provide a good basis. If, for example, you still have a few months before you start your studies, you could use this time to travel and carefully research a topic and document it using various means such as text, photo or video.
- Work experience, e.g. during an internship or apprenticeship in an internationally operating company, will give you a good insight into future fields of work.
What should you bring to the programme?
- An interest in social issues, art and psychology are important prerequisites.
- Curiosity and an interest in learning about and from other cultures make it easier to work on the course content.
- Experience abroad and initial practical experience in the media sector, for example in a blog, at a school newspaper, as an influencer or in an agency, are not a must-have, but are also welcome.
- You should also be prepared to spend an internship semester, preferably abroad.
- The willingness to improve your English language skills and learn another foreign language will benefit you during your studies and the potential semester abroad.
Information for students
If you have any questions about the degree programme, the Central Student Advisory Service, the Student Advisory Service and the faculty will be happy to help you at any time. You can also find out more about the degree programme at events such as study information days, taster days, etc.
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