The purpose of this text is to introduce Legal Sociology in Switzerland. In a first step, Legal Sociology is located as a discipline within legal science and its methodology is explained. In a second step, a case study exemplifies how legal sociology can be used to analyse the interrelationship between society, technology and the law with regard to the functioning of the specific form of direct democracy that exists in Switzerland and the constitutional safeguards that are in place to secure its prerequisites. Against the background of recent techno-economic developments in the media sector the question is how the use of artificial intelligence technologies by the Swiss Radio and Television Corporation (SRG) to personalise news reporting would relate to the public service broadcaster’s constitutional duties. This question arises as a potential consequence of the formation of Admeira, a joint venture between SRG, Ringier (a media company) and Swisscom (the incumbent Swiss telecom company). Admeira allows SRG to benefit from Swisscom’s large customer data volumes and broad experience in the use of targeting technologies.