Penn Tobacco Center on Regulatory Science Seminar by Zheng Joyce Wang

The Dynamics of Media Processing and Use
19 Oct 2016 - 12:00pm to 1:00pm
Annenberg School for Communication, Room 500
Open to the Public

Communication is complex and dynamic processes involving both exogenous and endogenous influences. In this talk, I will describe a theoretical framework and research paradigm called Dynamic Motivational Activation (DMA), which uses real-time data (e.g., psychophysiological measures, longitudinal experience sampling data) in conjunction with formal dynamic models to understand how people attend to, respond to, and select media in an adaptive way. This approach helps tease apart the influences of the exogenous variables (e.g., message content and design variables) and the endogenous variables (e.g., audience physiological and cognitive system feedback), and allow the study of their dynamic interactions over time. Several applications will be discussed, including identifying patterns of real-time attentional and emotional responses to health campaign messages, and developing personalized message design and delivery.

Zheng Joyce Wang is an Associate Professor in the School of Communication at the Ohio State University-Columbus. One of her research foci is to study how people process and use media. In particular, she is interested in message processing and effects, and the dynamic reciprocal influences between media choice/use behavior and media processing over time. Another research focus is to understand contextual influences on decision, cognition, and communication by building new probabilistic and dynamic systems based upon quantum rather than classical probability theory. Her research has been continuously supported by U.S. National Science Foundation and the Air Force Office of Scientific Research.

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