Video for science: Media technology in research, teaching and knowledge transfer

1. Science communication in transition

Science communication is undergoing a fundamental renewal, shaped by multiple disruptive developments: For a long time, science was primarily communicated through conferences, print publications, and personal networks. Today, digital media technologies dramatically expand the ways knowledge is transferred. Audiovisual technologies, streaming, and OTT platforms exemplify this transformation – which is not purely technical, but also includes societal, political and regulatory changes.

Works such as the EDUCAUSE Horizon Report 2025 make clear: Universities and research institutions are at the intersection of digitalization and new forms of teaching. This opens opportunities for change-agent teams that connect practice and technology. They ensure that video, AI, and immersive formats such as VR/AR increase access, understanding, and participation in science.

2. Societal trends and technological drivers

The central future trends? Inclusive learning environments, systematic use of AI and immersive technologies. Institutions must act adaptively: Learners’ and researchers’ expectations are shaped by the broad availability of video content, hybrid learning formats (HyFlex, blended) and the ability to retrieve content in a personalized and contextualized manner.

Societal challenges such as dealing with “polycrises” – multiple, mutually reinforcing systemic stress factors (climate, demographics, regulatory uncertainty, geopolitical transformation) – shape this setting: Educators and students require media literacy; universities must ensure data protection and ethics in media production. The labor market demands new skills in handling digital video and advanced AV technology.

The OECD confirms: Digitalization leads to a redistribution of skills (“skills gaps”), making lifelong learning and the integration of video resources into (scientific) continuing education increasingly important. Creating inclusive, open, and adaptive learning environments is therefore a societal task.

4. Audiovisual technologies: Interaction, immersion, and individualization

Advanced AV systems and interactive technologies are revolutionizing everyday work in research and teaching. Interactive whiteboards, mobile video kits, AR and VR applications open new possibilities for experiments and presentations. In STEM subjects, VR is used for virtual labs, AR for three-dimensional visualization of complex issues, and video analysis for observing experiments.

The Horizon Report 2025 notes: The “next level” of audiovisual technology is not merely high-resolution transmission, but the intelligent integration of AI-supported captioning, automatic translation, and personalized learning guidance. This enables barrier-free content and promotes participation by people with disabilities, different languages, or special learning needs.

Flexibility through HyFlex concepts is now standard. Universities report that digitization and virtualization of seminars and projects increase international mobility, simplify exchange in temporary teams and strengthen networking with non-academic partners.

6. Future outlook: Key trends, challenges, and scenarios

Technological progress and AI tools:
AI applications are currently at the forefront of teaching and research, including chatbots, personalized recommendation systems, and adaptive learning environments. The development of generative AI and corresponding governance structures requires ongoing training and clear ethical guidelines for universities. At the same time, technologies such as virtual reality and 5G open up new opportunities to further integrate media technologies into education and research. According to panelists in the Horizon study, AI is particularly used in research videos, transcribed video communication and automatic content analysis (e.g., sentiment or complexity level).

Evolving teaching practices & critical digital literacy:
Media literacy education and continuous development of teaching methods are central. Faculty development for using AV and AI, the introduction of best-practice workflows, and systematic digital training for educators and students are necessary.

Cybersecurity & data protection:
The security of digital teaching and research videos, the protection of personal data and management of digital identities and content rights must be further professionalized.

Equitable and inclusive learning:
Digital literacy, gender equality, and inclusion are the cornerstones of future-proof science communication. Innovative technologies must be implemented to address all target groups and enable real access. This creates significant leverage for societal benefit.

7. Reflection and design perspectives

Opportunities:

• Democratization of knowledge: Video and streaming make science globally visible, more diverse, and inclusive.

• Efficiency and flexibility: Learners, researchers, and the general public benefit from new forms of knowledge transfer and can participate independently of time and location.

• Innovation impulse: Integration of VR, AI, and AV promotes multiperspective collaboration and accelerates the transfer from research to practice.

Challenges:

• Infrastructure and digital divide: In many countries, technical foundations are lacking to broadly use high-quality media technologies.

• Media literacy and ethics: Handling AI-generated videos, automatic transcription, and AV systems requires new skills, critical source evaluation, and consideration of ethical standards.

• Regulation and data protection: Media production regulation, ensuring equitable access and sustainable management of copyright and data protection remain essential ongoing tasks.

8. Conclusion: Media technologies as the key to connected science

The future of science communication lies in actively shaping media diversity, responsible data economy, and inclusive interaction spaces that address all societal groups. Modern media technologies shape science communication and knowledge transfer like never before. The integration of streaming, AV, and OTT in research, teaching and societal debate is far more than technical progress – it is a cultural shift with global impact. 

Qvest supports institutions in successfully managing this transformation and developing skills, ethical principles, and regulatory standards alongside technology.