MA in Communication - Media Uses, Processes and Effects in Davis United States | University of California Davis

Researchers in this field investigate the motivations behind people's media consumption and its impacts. Our work focuses on understanding the mechanisms connecting media exposure to its consequences, along with the variables influencing both media preferences and outcomes. We employ quantitative approaches to evaluate theoretical frameworks across diverse contexts. Consequently, our expertise spans multiple disciplines and topics. These encompass investigations into cognitive processing, memory formation, political decision-making, election campaigns, public sentiment, health messaging, developmental aspects of media engagement, fan culture and media participation, as well as representations of intimacy in media content. Students benefit from instruction by faculty with cross-disciplinary backgrounds in communication studies, political discourse, psychological science, collective attitudes, and social connectivity. We promote methodological diversity in student training, incorporating techniques such as textual evaluations, controlled trials, snapshot and time-series surveys, and biometric assessments.