Arnt Maasø

Associate professor
Image of Arnt Maasø
Norwegian version of this page
Phone +47-22850419
Mobile phone +47-41420825
Room Schedule meetings on Zoom or Teams
Visiting address Gaustadalléen 21 (Forskningsparken 2) 0349 Oslo
Postal address PO BOX 1093 - Blindern 0317 Oslo Norway


Maasø, Arnt & Hendrik Storstein Spilker (2022). The Streaming Paradox: Untangling the Hybrid Gatekeeping Mechanisms of Music Streaming, Popular Music & Society; DOI: 10.1080/03007766.2022.2026923


  • Visiting Fellow at QUT, Digital Media Research Centre, June 2019 - January 2020
  • Associate professor at Department of Media and Communication (IMK) since 2003.
  • Director of teaching and Vice head of department at IMK 2005-2009.
  • Dr. art. 2002 with the doctoral thesis «Se-hva-som-skjer»: En studie av lyd som kommunikativt virkemiddel i TV (A study of the communicative use of sound in TV).
  • Temporary positions as associate professor at IMK 01.08.99-01.03.00 and 01.10.2001-01.06.2003.
  • Research Fellow at IMK 01.08.96-01.08.01.
  • Researcher at the Oslo Police College 01.07.95 - 01.08.96.
  • Research assistant IMK spring 1995.
  • Cand. philol. (MA) in media studies 1995.
  • Previous experience as musician and composer, teacher in primary schools, director of youth centers.

Teaching and supervision areas

I have tought around 30 BA, MA and PhD-level courses on music and media, film, TV, popular culture, communication theory, media history, audience studies and web production, and supervised more than 45 MA students and 4 PhD candidates within a fairly wide variety of subjects.

Academic Interests

I have a special interest for music and media (from the phonograph and radio to the iPod, Spotify and WIMP), and sound studies in film and tv. My main general competence lays within studies of TV, film, social media, media technology, the role of mediation, and the relationship between interpersonal and mediated communication.

Honoraria and nominations

  • Awarded Teacher of Merit by the University board in 2020.
  • Awarded Teacher of the year at The University of Oslo in 2011 by the Student parliament (cf. news articles in Norwegian in Aftenposten, Universitas, IMK).
  • Nomated to the Faculty of Humanities’ Formidlingspris (an award for external communication) in 2009.
  • Second price and ‘honorable mention’ by the jury in Universitetsforlaget’s award for the best Norwegian journal article published by in 2007 for «‘Ford de fortjener det’. Publikumsdeltakelse som strategist utviklingsområde i mediebransjen» (cf. Maasø, Sundet and Syvertsen 2007).

Appointments and commissions

  • Fagrådet for IT i utdanningen at UiO (2022 –)
  • Heat of Teacher's Academy (of Teachers of merit) at UiO (2021 –)
  • Academic head of HF:Studio (2021 - 2022)
  • Member of program board at IMK (2018 - 2019)
  • HSE / personell safety representative (2016 - 2020)
  • Member of Advisory Board of Centre for Research on Media Innovations (CeRMI)
  • Member of the Faculty board at the Faculty of Humanities (elected for 2011-2014).
  • Editorial board for the journal Music, Sound and the Moving Image (University of Liverpo
  • ol Press) 2007-2019.
  • External examinor (tilsynssensor) at NTNU (Norwegian University of Science and Technology), Dept. of Art and Mediastudies 2010-2013.
  • External examinor (programsensor) at Lillehammer University College, Dept. for Film and Television studies since 2009-2012.
  • Board member at Department of Media and Communication since 2009 + 1997-1998.
  • Member of Studierådet at HF (advisory board of studies at The Faculty of Humanities) 2005 - 2009.
  • Head of the project management group on the professional relevance of studies at the Faculty of Humanities 2005-2007. (The project was awarded the Second prize in 2008 for ’best quality in higher education‘ by NOKUT - Norwegian Agency for Quality Assurance in Education).
  • Leader of the working group on the evaluation of norms and values in teaching and supervision at the Faculty of Humanities (Fall 2007).
  • Member of evaluation committees for doctoral dissertations in Norway, Denmark and Sweden.
  • Member of the Appeals Commitee for film- and videogram (Medieklagenemda) appointed by the Ministry of Culture) 2000-2007.
  • Member of Academic Council at Norsk lydskole (NIS), Oslo, 2004.
  • Webeditor and member of editorial staff of Norsk medietidsskrift 1999-2002. Principal editor for three issues.

Keynotes and invited lectures

  • Streaming – a challenge for the future of music? [pdf] Keynote at the Musimorphose(s) conference, Paris 11.11.15.
  • ’Aural affordances’. Keynote at 11th Laterna Film Academy, 2005.
  • ’Mediating sound and silence’. Keynote at The 17. Nordic conference of media researchers in Aalborg, 2005.


What am I saying here? DA-DA? BA-BA? Or GA-GA? Now, play the clip again, but without looking at the screen. Do you hear the same words? Probably not. An explanaition of this so-called 'fused response'  – AKA the McGurk effect – is found in "Hearing lips and seeing voices" by McGurk, H. og J. MacDonald in Nature 264: 746-748, 1976.

This video above was made in 1997 with the help of Tone Vervågen, who was a student at IMK at the time. Since this was the first decent version of the McGurk effect on the web at the time, it had seven-digit hits on my webpage at IMK before it was put on YouTube in 2006.
The clip has been used in countless other situations and places – from websites, DVDs, and books to museums and exhibitions. My favourite example is the clip below from a  Japanese gameshow in 2006. Always dreamt of being big in Japan...

Keywords and publications

Tags: Media and communication, Streaming services, Music and media, Social media, TV, media technology, Media innovation, Mobile media


  • Maasø, Arnt & Hendrik Storstein Spilker (2022). The Streaming Paradox: Untangling the Hybrid Gatekeeping Mechanisms of Music Streaming, Popular Music & Society; DOI: 10.1080/03007766.2022.2026923
  • Maasø, Arnt & Simonsen, Hanne Gram (2021). Kollegaveiledning i en lærende organisasjon, i Anne Line Wittek & Thomas de Lange (red.),  Kollegaveiledning i høyere utdanning.  Universitetsforlaget.  ISBN 9788215048420.  s 143 - 159
  • Maasø, Arnt & Anja Nylund Hagen (2019. Metrics and decision-making in music streaming, Popular Communication, DOI: 10.1080/15405702.2019.1701675
  • Maasø, Arnt (2016). Music Streaming, Festivals, and the Eventization of Music . Popular music and society.  doi: 10.1080/03007766.2016.1231001
  • Maasø, A., & Toldnes, R. (2014). "Mitt lille land". i J. S. Knudsen, M. S. Skånland, & G. Trondalen, Musikk etter 22. juli (Vol. 7, pp. 25–47). Oslo: Skriftserie fra Senter for musikk og helse.

  • 安特·马斯 (2013)“间接语声的空间关系”,放低话筒杆:电影声音批评,杰依·贝克,托尼·格莱亚达 著,黄英侠译,中国电影出版社,35-49 (Maasø, Arnt (2013) "The Proxemics of the Mediated Voice", in Lowering the Boom: Critical Studies in Film Sound, edited by Jay Beck and Anthony Grajeda, translated by Yingxia Huang, China Film Press, pp 35-49.)

  • Danielsen, Anne og Arnt Maasø (2011) "Mediating Music: materiality and silence in Madonna’s ‘Don’tTell Me’" in Popular Music and Easy Listening (edited by Stan Hawkins). Farnham, Surrey: Ashgate.

  • Fagerjord, Anders, Arnt Maasø, Tanja Storsul and Trine Syvertsen (2010): "High Risk, Strong Belief: Images of the Future in the Media Industry", in Nordicom Review 31(2), pp. 3-16.

  • Asbjørnsen, Dag og Arnt Maasø (2009) Bachelorboka: Universitetsforlaget. (Follow updates on Facebook and Twitter )

  • Maasø, Arnt (2008) "Om Babel og dens babelske stillhet.", in Filmanalytiske Tradisjoner, edited by Eva Bakøy and Jo Sondre Moseng. Oslo: Universitetsforlaget. Download pdf

  • Maasø, Arnt (2008) "The Proxemics of the Mediated Voice: An Analytical Framework for Understanding Sound Space in Mediated Talk.", in Lowering the Boom: Critical Studies in Film Sound, edited by Jay Beck and Anthony Grajeda, pp 36-50. Urbana and Chicago: University of Illinois press (Review in Jump Cut)
  • Beyer, Yngvil , Gunn Sara Enli, Arnt Maasø, & Espen Ytreberg (2007) "Small talk makes a big difference: recent developments in interactive, SMS-based television", in Television & New Media vol. 8 no. 3, pp. 213-234. Download pdf
  • Maasø, Arnt; Sundet, Vilde Schanke; Syvertsen, Trine (2007) "Fordi de fortjener det". Publikumsdeltakelse som strategisk utviklingsområde i mediebransjen", in Norsk Medietidsskrift årg. 14 nr. 2, s. 125-153 Download pdf
  • Maasø, Arnt (2006) "Designing sound and silence", i Nordicom Information 2/2006 s. 21-34. (First presented as keynote at the 17. Nordic conference of media researchers in Aalborg 13.8.05. Download pdf )
  • Fagerjord, Anders, Faltin Karlsen, Arnt Maasø, Tanja Storsul og Trine Syvertsen (2005) "Vennlige visjoner for digital-tv: NTVs framtidsbeskrivelse som retorikk", in Norsk medietidsskrift nr. 2. årg. 12, s. 94-115. Download pdf
  • Lindstad, Anders og Arnt Maasø (2003) Allmennkringkasting i TV 2: Programlegging i perioden 2000-2003. Oslo: Institutt for medier og kommunikasjon, Universitetet i Oslo.
  • Maasø, Arnt (2002) "Se-hva-som-skjer: TV 2s bruk av lyd som oppmerksomhetsstrategi", in G. Enli, T. Syvertsen og S. Østby Sæther (red.): TV2 1992-2002: Et hjem for oss - Et hjem for deg? Kristiansand: Høgskoleforlaget.
  • Maasø, Arnt (2002) "Rollen til radio og TV i formidling av populærmusikk", in J. Gripsrud (red.): Populærmusikken i kulturpolitikken. Oslo: Norsk kulturråd.
  • Maasø, Arnt (2002) "Le son des télés" in Dossiers de L'Audiovisuel, no. 101, Paris.
  • Maasø, Arnt (2002) "Se-hva-som-skjer! En studie av lyd som kommunikativt virkemiddel i TV". Doctoral dissertation at Department of media and communication, University of Oslo. Download pdf [2 MB]
  • Maasø, Arnt (2002) "This Goes to Eleven': 'High' and 'Low' Sound in Television", in S. Ericson og E. Ytreberg (red.) Fjernsyn mellom høy og lav kultur. Kristiansand: Høgskoleforlaget.
  • Maasø, Arnt (2000) "'Synchronisieren ist unnorwegisch': (Un)synchrone Lippen vor dem Horizont der norwegischen Sprachbearbeitungspraxis", in Montage/AV. Zeitschrift für Theorie und Geschichte Audiovisueller Kommunikation, Vol. 9, nr. 1, Mai 2000, Berlin.
  • Maasø, Arnt (1998) "I synk med skjermen?", in Norsk medietidsskrift 1/98.
  • Maasø, Arnt (1998) "Fra stumfilm til lydfilm. Hvordan påvirket lyden filmens fortellermåter?", in Hertzberg Johnsen, Birgit og Andreas Sveen (red.): Kommunikasjon. Humanistiske perspektiver. Oslo: Sypress Forlag.
  • Maasø, Arnt (1995) "Lydkonvensjoner i lydfilmen", in Norsk medietidsskrift, årg. 2 nr. 2, s. 101-118.
  • Maasø, Arnt (1995) Lyden av levende bilder. IMK-rapport nr. 14, Institutt for medier og kommunikasjon, Universitetet i Oslo.
  • Maasø, Arnt & Spilker, Hendrik Storstein (2022). The Streaming Paradox: Untangling the Hybrid Gatekeeping Mechanisms of Music Streaming. Popular music and society. ISSN 0300-7766. 45(3), p. 300–316. doi: 10.1080/03007766.2022.2026923. Full text in Research Archive
  • Maasø, Arnt & Simonsen, Hanne Gram (2021). Kollegaveiledning i en lærende organisasjon. In Wittek, Anne Line & de Lange, Thomas (Ed.), Kollegaveiledning i høyere utdanning. Universitetsforlaget. ISSN 9788215048420. p. 143–159. Full text in Research Archive
  • Maasø, Arnt & Hagen, Anja Nylund (2019). Metrics and decision-making in music streaming. Popular Communication - The International Journal of Media and Culture. ISSN 1540-5702. doi: 10.1080/15405702.2019.1701675. Full text in Research Archive
  • Maasø, Arnt (2016). Music Streaming, Festivals, and the Eventization of Music. Popular music and society. ISSN 0300-7766. 41(2), p. 154–175. doi: 10.1080/03007766.2016.1231001. Full text in Research Archive

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  • Beauchamp, Michael; Lado, Anastasia; Zhang, Yue; Nath, Audrey; Maasø, Arnt & Magnotti, John F (2022). A long-lasting aftereffect of the McGurk Effect.
  • Maasø, Arnt; Brevik, Lisbeth M.; Vasbø, Kristin Beate; Breivik, Jarle; Lerheim, Birgitte & Malthe-Sørenssen, Anders [Show all 7 contributors for this article] (2021). Dette må bli læringsmiljøets år. ISSN 1894-8995.
  • Brevik, Lisbeth M.; Breivik, Jarle & Maasø, Arnt (2021). Samtale: Hvordan tilrettelegge for hybrid undervisning.
  • Brevik, Lisbeth M.; Breivik, Jarle & Maasø, Arnt (2021). Hvordan skape et godt læringsmiljø med hybridundervisning? [Internet]. HF:Studio.
  • Kjus, Yngvar; Hagen, Anja Nylund; Torvund, Olav & Maasø, Arnt (2021). Musikk, opphavsrett og internett.
  • Maasø, Arnt (2019). Streaming platforms and research in the Nordics.
  • Maasø, Arnt (2019). How the revenue share model of music streaming services made Spotify’s ‘clickfarms’ scandals, ‘playlist payola’ and Tidal’s streaming scams possible, and how it can be fixed.
  • Maasø, Arnt (2018). How streaming scandals are made possible by the revenue model, and how business model innovations could bring back trust and transparency.
  • Maasø, Arnt (2016). Sky & Scene – et tilbakeblikk.
  • Maasø, Arnt (2016). Musikkbruk i dag og da besteforeldrene dine var unge. Hva betyr det for fremtidens musikkultur?
  • Maasø, Arnt (2016). Nye lyttemønstre i strømmingens tid.
  • Maasø, Arnt (2016). Eventisation and concentration of online music.
  • Danielsen, Anne; Maasø, Arnt; Hagen, Anja Nylund & Kjus, Yngvar (2016). Clouds & Concerts summarised.
  • Maasø, Arnt & Ytreberg, Espen (2016). Eventer som forretning. Dagens næringsliv. ISSN 0803-9372.
  • Ytreberg, Espen & Maasø, Arnt (2016). Eventisering.
  • Maasø, Arnt (2015). Muligheter og utfordringer 
for musikkstrømming.
  • Maasø, Arnt (2015). Musikk mot strømmen.
  • Maasø, Arnt (2015). Forskning med / mot / og / eller på strømmen.
  • Maasø, Arnt (2014). Digital Music Innovation.
  • Maasø, Arnt (2014). Paneldebatt om strømmemodellen.
  • Maasø, Arnt (2014). Brukersentrert avregning av strømmeinntekster? Betydningen for artister og norskandel.
  • Maasø, Arnt (2014). Brukersentrert avregning av strømmeinntekter?
  • Maasø, Arnt (2014). Mobile streaming: emerging trends.
  • Maasø, Arnt (2014). Businessmodels and revenue streams.
  • Maasø, Arnt (2014). Dividing the stream. Record of the Day.
  • Maasø, Arnt (2014). Digital deltakelse og live-opplevelser.
  • Maasø, Arnt (2014). A user-centric settlement for streaming?
  • Maasø, Arnt & Toldnes, Ragnhild (2014). Mitt lille land: Sørgemusikk og sosiale strømmer. In Knudsen, Jan Sverre; Skånland, Marie Strand & Trondalen, Gro (Ed.), Musikk etter 22. juli. Norges musikkhøgskole. ISSN 1893-3580. p. 25–48.
  • Maasø, Arnt (2013). Den nye musikkhverdagen: Strømming og sosiale medier.
  • Maasø, Arnt; Løvholm, Ola & Jian, Xin (2013). Playlist listening.
  • Maasø, Arnt (2013). Navigating the Seven Seas of Songs: Search, Playlists and Editorial content in WiMP streaming service.
  • Maasø, Arnt (2013). Music streaming and innovation through research.
  • Maasø, Arnt (2013). "Music streaming and user patterns: Scandinavians as crash test dummies for the future of music?".
  • Maasø, Arnt (2012). Sky & Scene : Brukerundersøkelse av musikkstrømming.
  • Maasø, Arnt (2012). Samspill mellom sky og scene.

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Published Oct. 18, 2010 10:01 AM - Last modified Aug. 4, 2022 5:19 PM