Aleksandra Gnach is Professor of Media Linguistics at ZHAW Zurich University of Applied Sciences, Switzerland. Her areas of interest include the use of social media at the interface between public and private communication and the production and use of new media formats (VR, AR, XR) in public communication. She is the co-founder of the IAM MediaLab, a participatory platform that brings together professionals and scholars from different fields to actively engage in the challenges of digital transformation.