Do the media we consume reflect who we are or who we could be?
Danny Kim has strived to answer this question through his past and ongoing research. His work examines 1) individuals’ perceptions of media products’ brand personality, 2) how such perceptions can be predicted from descriptive and promotional materials, and 3) how the interaction between perceptions of the self and of brand personality are associated with media preferences. In pursuing these threads of inquiry, Kim draws on the fields of communication, marketing, and media management and utilizes both traditional survey methods and modern computational techniques.
Kim’s research has been published in the International Journal of Communication and the International Journal on Media Management, and his dissertation research has been funded by the Wharton Risk Management and Decision Processes Center. In summer 2018, Kim was a graduate intern at Paramount Pictures, where, as part of Futurist in Residence Ted Schilowitz's Department of Future, he led self-directed projects to gather insights on 1) optimal processes for movie studio-affiliated video game development, 2) shifts in entertainment trade press coverage of immersive media and implications for business development and media relations strategy, and 3) internal immersive media production capacity across hardware, software, and business development dimensions.
The interdisciplinary approach to media on display above is also reflected in Kim’s academic background. He holds an M.A. in statistics from The Wharton School, University of Pennsylvania; a Master’s in communication management (M.C.M.) from the University of Southern California (USC) Annenberg School for Communication & Journalism; and a B.A. cum laude in interactive entertainment from the USC School of Cinematic Arts.
Prior to coming to Penn, Kim worked as project manager at the USC Dornsife Mind & Society Center, led by Dr. Daphna Oyserman and Dr. Norbert Schwarz. He has also worked as research assistant for Dr. Sheila Murphy at the USC Annenberg School for Communication & Journalism and as a student audio-video engineer at the USC School of Cinematic Arts Digital Media & Technology department.
- COMM245: Teens and Screens (TF, Sp2017/2018)
- COMM362: Visual Communication Lab (TF, Fa2016)
- COMM462: Digital Media Lab (TF, Sp2016)