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Researchers in this field investigate the reasons behind people's media preferences and the impact of media consumption. Our work focuses on understanding the mechanisms connecting media usage with its effects, along with the variables influencing both media selection and outcomes. Employing quantitative approaches, we evaluate theories spanning multiple disciplines. Consequently, our expertise covers diverse topics such as cognitive processing, memory studies, political decision-making, election campaigns, public sentiment analysis, health messaging, developmental media patterns, audience engagement, and media depictions of intimate relationships. Students collaborate with experts from communication studies, political science, psychology, public opinion research, and network analysis. We promote methodological diversity, teaching techniques like content examination, experimental designs, survey research (both snapshot and long-term studies), and biometric assessments.