+++ Due to the coronavirus pandemic there are no lectures at the campus of HMKW at least until April 20th. Nevertheless the online-campus will start on 6th of April. You can still apply for the sommer semester 2020 and start in April. +++

Department of Economics Teaching Staff

Prof. Dr. Thomas Petzold

Head of Department of Economics Campus Berlin


B.A. Media- and Event Management



Thomas Petzold is Professor and Head of the Department of Economics at HMKW University of Applied Sciences for Media, Communication and Business. Before joining HMKW in 2013, Petzold was a research fellow at the Centre of Excellence for Creative Industries and Innovation, Brisbane, Australia, and at the Social Science Center Berlin, Germany. Petzold’s work seeks to improve the economic and social well-being of countries and their residents by analysing how people's lives are affected by growing network complexities at the intersection of computational and social innovation. His areas of application include cultural and economic complexities, information and knowledge propagation, networks and their dynamics. His most recent book is Global Knowledge Dynamics and Social Technology(Palgrave MacMillan, 2017).


  • Media Management (Fundamentals of Media Management, Fundamentals of Media Economics)
  • Corporate Communications (Fundamentals of Corporate Communications, Online und Mobile Strategies)
  • Digital Economy

Research and Teaching Focus

  • Media Management, focussing on innovation and social technologies

Curriculum Vitae




Queensland University of Technology, Brisbane, Australien, PhD


The University of Oxford, Oxford Internet Institute, SDP


Europa-Universität Viadrina, Frankfurt/Oder, MA


The Open University, Milton Keynes, Großbritannien, BA

Reviewer Peer-Reviewed Journals (Selection): New Media and Society (SAGE), Social Science Computer Review (SAGE), Technological Forecasting and Social Change (ELSEVIER)

Current PhD Supervision

Komplexe Netzwerke in der Gesundheitskommunikation – eine internationale Analyse von Einflussfaktoren hinsichtlich der Verbreitung, Nutzung und Sichtbarkeit von Kardio-MRTs, Charité Universitätsmedizin Berlin (Ko-betreuung; ausgelaufen, 2018)

2016- Digital Transformation: A human-centered Perspective, An Empirical Study on the Role of Work Culture for Organisational Innovation in the ICT, Media and Creative Industries, Technical University Berlin.

2014-2018 Music and Brands: value creation and value transformation in brand-music collaborations, Hanover University of Music, Drama and Media.

Work Experience

2017-2018Visiting Researcher, Komplexe Netzwerke & Gesundheitskommunikation, ECRC Experimental and Clinical Research Center, Charité - Universitätsmedizin Berlin
2017-2018Visiting Professor, Medienmanagement, Kulturwissenschaftliche Fakultät, Europa-Universität Viadrina, Frankfurt (Oder)
2014 - 2015Visiting Professor, University of Lucerne, Switzerland



Social Science Research Center Berlin, Germany and ARC Centre of Excellence for Creative Industries and Innovation, Brisbane, Australia; Head of Research Project "Socio-algorithmic Innovation"


ARC Centre of Excellence for Creative Industries and Innovation, Research Assistant; Queensland University of Technology, Brisbane, Australia, Tutor


Akademie der Diözese Rottenburg-Stuttgart, Manager Journalism and PR-Program; ZF Friedrichshafen AG, Corporate Communications


Axel Springer SE subsidiary; Anstalt der Arbeitsgemeinschaft der öffentlich-rechtlichen Rundfunkanstalten der Bundesrepublik Deutschland (ARD); Trainee

Research Awards and Honours


Australian Research Council Federation Fellowship (Prof. John Hartley, AM), Postdoctoral Research Fellowship.

2012TED Speaker, Haus der Kulturen der Welt, Berlin (23. November)
2008-2011German Academic Exchange Service (DAAD), Bonn, Doctoral Fellowship 
2007-2011Australian Government, Canberra, Doctoral Fellowship
2008-2010Kurt-Tucholsky-Foundation, Hamburg, Doctoral Fellowship

Public Speaking

As a researcher promoting public engagement with science, Petzold has credentials in both top academic journals as well as global general public outlets, and he is a regular speaker at academic and industry events. In the past he was invited as speaker or chair to various conferences, including Arts, Humanities and Complex Networks (Budapest 2012), TEDx Berlin (2012), Society of the Query (Amsterdam, 2013), or Big Data in a Transdisciplinary Perspective (Hannover, 2015). 

Publications and Conference Papers

Petzold, T (2018) Bevorzugtes Verbinden in der YouTube-Ökonomie: eine netzwerktheoretische Annäherung,In Haarkötter, H. Das Youtubiversum. Chancen und Disruptionen der Onlinevideo-Plattform in Theorie und Praxis, Springer VS: Wiesbaden.

Petzold, T & W Konzal (2015) Das schlagende Herz von YouTube, Der Digitale Wandel – Magazin für Internet und Gesellschaft Q1 2015.

Petzold, T (2015) Big Data in a Transdisciplinary Perspective Conference, Chair of Session 4: Coping with Big Data, 7th Herrenhausen Conference, Volkswagen Stiftung, Hannover, 25-27 March. [invited session chair]

Petzold, T (2015) Human-Algorithmic Scaffolding. In Been, W., Arora, P. & M. Hildebrand, Cross Roads in New Media, Identity and Law: The Shape of Diversity to Come, Palgrave: Hampshire. 

Petzold, T (2014) The global connectivity gamble, Inverting Globalisation conference, Universiteit van Amsterdam, Amsterdam, Netherlands, 9.-10. October 2014.

Liao, HT & T Petzold (2014) Geographic and linguistic normalization: towards a better understanding of the geolinguistic dynamics of knowledge, OpenSym14, Berlin, 27.-29. August 2014.

Liao, HT & T Petzold (2014) Geographic and linguistic normalization: towards a better understanding of the geolinguistic dynamics of knowledge, In Proceedings of the 10th International Symposium on Open Collaboration (OpenSym 2014). ACM Press, 2014.

Humer, S & T Petzold (2014) An open source intelligence framework for social network analysis on lone wolves, Inaugural VOXPOL conference, King’s College London, London, UK, 28.-29. August 2014.

Petzold, T (2013) The search industry’s five percent gamble, Society of the Query Conference, Institute of Network Cultures, Amsterdam, 7.-8. November 2013. [invited speaker]

Petzold, T & HT Liao (2013) Governing a polyglot Internet: how decisions taken by the digital technology industry shape the future of languages, WZB Mitteilungen 141, 32-35.

Humer, S & T Petzold (2013) Go and stop them (but don’t tell anyone that an algorithm said to)! Monitoring Public Life in Germany, Media in Transition 8 Conference, Massachusetts Institute of Technology, Boston, 3.-5. Mai 2013. 

Petzold, T (2013) Human-Algorithmic Scaffolding, Erasmus University Rotterdam, School of Law, Rotterdam, 24.-25. Januar 2013.

Petzold, T (2012) 36 Million Language Pairs - How to unleash the true momentum of knowledge, TED Talk, Berlin, 23. November 2012.

Petzold, T (2012) The social copy engine, Oxford Internet Institute, The University of Oxford, 13. Juli 2012. 

Petzold, T (2012) Das Big Data Upgrade. Neue Dimensionen der Datennutzung - Chancen und Risiken, WZB Mitteilungen 137, 41-42.

Petzold, T, Liao, H, Hartley, J & J Potts (2012) A World Map of Knowledge in the Making, In Schich, M, Malina, R, I Meirelles (Eds) Arts, Humanities and Complex Networks, MIT Press.

Petzold, T, Liao, H, Hartley, J & J Potts (2012). A world map of knowledge in the making: Wikipedia's inter-language linkage as a dependency explorer of global knowledge accumulation. Leonardo: Art, Science and Technology 45(3).

Petzold, T (2012). 36 Million Language Pairs, Cultural Science 5(2), 106-119.

Petzold, T (2011) Der Merkel-Algorithmus. Wer den Namen der deutschen Bundeskanzlerin in indische Suchmaschinen eingibt, bekommt die ersten Treffer aus erstaunlichen Quellen. Kulturaustausch: Zeitschrift für Internationale Perspektiven II-III.