University of Florida College of Journalism and Communications (UFCJC) doctoral student Hyesoo Chang will join the College this fall as Advertising visiting assistant professor for the 2023-24 academic year. She is scheduled to defend her dissertation in early July.

Chang’s research is focused on understanding how people psychologically process strategic communication, promotion of health-related behaviors and how emotions help to create behavior changes. Her primary research area is situated at the intersection of health communication and strategic communication through advertisements, focusing on anti-vaping campaigns to promote behavior and attitude changes.

Chang’s additional research agendas include the exploration of health disparities using social determinants of health theory, emotional responses using a non-verbal emotional response scale, user interactions with new technology, and cross-cultural studies designed to comprehend how global corporations use cultural-driven themes and appeals.

She has published research in the Journal of Current Issues and Research in Advertising and presented at referred national and international conferences, including the Association for Education in Journalism and Mass Communication (AEJMC), International Communication Association (ICA) and the European Marketing Academy Conference. She is an active member of AEJMC, ICA and the American Academy of Advertising.

Chang received the College’s Julie Dodd Outstanding Graduate Student Teaching Award for 2022-23 and a 2022 UFCJC Doctoral Dissertation Research Fund Award for “Exploring Strategic Approaches of E-cigarette Cessation Messages to Promote Anti-vaping Behaviors: Measures of Emotional Responses, Risk Perception, and Self-Efficacy.” In March 2023, she received AEJMC’s Great Ideas in Teaching Award and in November 2021, she received an Outstanding International Graduate Student Award from UF.

Chang earned a Master of Communication Management degree from the University of Southern California, and an M.A. in Mass Communications (Digital Media Contents) from Sogang University, Seoul, where her master’s thesis was on “Individual Beauty Bloggers’ Motivations and Behavior toward Blogging.”  She received a B.A. in Mass Communication and Minor in Business Administration from Gachon University in Seongnam, South Korea.

As a Ph.D. candidate, Chang has taught Digital Insights and Principles of Advertising. In fall 2023, she will teach Media Planning and Principles of Advertising.

Posted: May 26, 2023
Category: College News, Student News
Tagged as: Hyesoo Chang