Urszula’s work is primarily concerned with digital media, user experience, and gender.

Her research specifically focuses on:

  • user experience of social media and digital technologies
  • online self-presentation and branding practices in creative industries
  • qualitative audience/user research (interviews and focus groups)
  • representations of gender, race, and sexuality in the media
  • digital activism
  • the impact of new technologies on everyday life

She has published multiple journal articles and attends conferences regularly.