Chun Yang, Ph.D., is a communication researcher who specializes in health communication, emotional and cognitive effects of media, and strategic communication. As an assistant professor of LSU’s Manship School of Mass Communication, he teaches courses in research methods, media effects, public relations and more.
In addition to his roles as communication researcher and assistant professor, the Yiyang, China native is the director of the Media Effects Lab (MEL) at the Manship School. MEL is a state-of-the-art lab dedicated to exploring the psychological and physiological responses that consumers have to different media forms and their content.
Yang is also the faculty adviser for the LSU student-run public relations firm ImPRint Communications. The firm mainly works with nonprofits whose mission is to make a difference in the world. In 2021, ImPRint Communications’ passion for cause-driven work was nationally recognized. With Yang’s support, the firm earned second place in the 2021 PRSSA National Cystic Fibrosis Awareness competition for the team’s campaign, “Rocking Away CF.” The campaign raised awareness and over $200 in funds for cystic fibrosis.
Before Yang was an academic and student mentor, he worked as a sports communicator for Guangdong Television Station in China. His impact as a communicator in the industry and academia, and mentorship, has earned Yang various accolades. In 2022, he received the LSU Center for Community Engagement, Learning and Leadership’s (CCELL) Happy Award. CCELL gives the annual award to 10 individuals at LSU for their distinguished service, commitment to educate and work for the common good.
Yang shares his communication and mentorship experience below.
Q: You are an influential communication scholar, researcher and professor, but before your time in academia, you worked as a sports communicator in the industry. How has your experience in the industry impacted your career in academia?
Communication professionals always look for theoretical guidance to equip them in the ever-changing communication industry. The same reason motivated me to enroll in graduate school to understand how theory can help communication professionals practice better communication. I think my industry experience enables me to appreciate the value of theoretical knowledge of communication, and better prepared me to teach students and equip them with knowledge and skills that are critical to their success in the industry.
Q: Your research projects focus on emotional and cognitive effects of media, persuasive strategic communication and health communication. How did you become interested in these research areas?
I’ve always been interested in media psychology. Part of it is due to my personal experience. I was intrigued by how media influence our perceptions, attitudes, and behaviors, especially those related to health. I believe our knowledge on media effects can help with designing messages to enhance our well-being.
Q: Which of your research projects was challenging but the most rewarding?
There will always be unique and common challenges in every research project. A recent project that comes to mind is “Exploring communication strategies to encourage COVID-19 vaccination: Motivation-based message appeals, incidental emotions, and risk perception.” The project investigates communication strategies that can motivate people to receive the COVID-19 vaccination. There is limited research on the topic, mostly not focusing on theory testing. Therefore, it was challenging to identify theoretical rationale for the study. Despite this challenge, it was important to complete the research project because of its potential to make theoretical contributions and important practical implications.
Q: In 2022, you became the director of MEL. How is MEL beneficial to communication scholarship and society? What is the best part about being in the MEL family?
MEL provides researchers with the opportunity to examine the underlying mechanisms of media effects across different areas, including politics, social issues, entertainment, health, sports, etc. Understanding these mechanisms can shed light on future strategic communication practices. I enjoy being part of the MEL family because the lab not only provides support and help to other researchers, but also inspires me to expand my own research. MEL also encourages me to learn more about research outside of the Manship School.
Q: You serve as the faculty adviser for ImPRint Communications. Why is it important for you to encourage students at the firm to be part of cause-driven work?
I am always excited to work with organizations that are positively influencing society. These opportunities also allow students to engage in civic engagement activities and practice their public relations skills outside of the classroom.
Q: You earned CCELL’s 2022 Happy Award for your excellence in service-learning practices and impact on students at the Manship School. What brings you the most joy about teaching? Which communication subject do you enjoy teaching the most?
The most joy about teaching comes from students learning. When I see students’ confidence, I feel happy and most rewarded. My favorite communication subject to teach is research methods. I find research methods fascinating because methods are the backbone for knowledge building in any field. I also like research methods because the subject is challenging to teach. I enjoy challenging myself to engage students to learn research methods.
Q: What is your best memory at the Manship School thus far?
I love the Manship School’s commencement ceremonies. I always look forward to sharing the joy of an important achievement with them. I also enjoy meeting their families at the ceremonies. In Chinese culture, we value getting together with family for celebration, such as the Spring Festival. The Manship School’s commencement ceremonies remind me of all the pleasant memories of celebration. It’s a wonderful experience.
Learn more about Yang’s communication background by visiting https://www.lsu.edu/manship/people/faculty-staff/yang.php
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