Yotam Ophir, Ph.D.

Postdoctoral Fellow, Annenberg Public Policy Center

Yotam Ophir received his Ph.D. in Communication from the Annenberg School for Communication at the University of Pennsylvania. His research focuses on media effects and persuasion, combining novel computational tools for automated content analysis with experimental and survey designs to study the coverage and discourse of health and science issues in new and legacy media, and its effects on audiences’ perceptions and behavior. He is currently the Joan Bossert Postdoctoral Fellow in the Science of Science Communication at the Annenberg Public Policy Center at the University of Pennsylvania.

Methodologically, Ophir's work combines computational text analysis (machine learning, and especially topic-modeling) with controlled experimental designs, a combination that allows the examination of media coverage patterns and its effects on audiences. 

Ophir's research has spanned over several topics, in both health and political contexts, including the effects of story-driven graphic warning labels on cigarette packages, the influence of misinformation about tobacco and vaccines on people's health beliefs, attitudes, and behaviors, and the ways in which terrorist groups use the web to gain support for their causes through personal narratives. In his most recent project, Ophir is examining the coverage of the recent Zika virus outbreak in American newspapers and its effects on American audiences. 

Ophir received his Master of Arts in Communication from both the Annenberg School for Communication (2015) and from the University of Haifa, Israel (2013). 

Yotam Ophir is the Joan Bossert Postdoctoral Fellow in the Science of Science Communication at the Annenberg Public Policy Center. His research interests include narrative persuasion, media effects, and media psychology, mostly in the context of health communication.

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Ophir's Network

  • Health Communication
  • Media and Communication Effects
  • Political Communication
  • Penn Tobacco Center of Regulatory Science