Since October 2011, she has been teaching Mass Communications, Media Policy, Media Sociology and Media Effects courses embedded in the Linguistics and Literature program at the KU Leuven campus Kortrijk (Kulak). Most of her previous research projects have focused on the media uses as well as the media portrayal of ethnic minorities in Dutch and Flemish media, including representations of religion and ethnicity in newspapers, television broadcasts and advertising. More recently she has focused her research on consumer culture and marketing communication strategies that cater for multicultural audience segments.