Yung-I Liu

Assistant Professor

Department of Communication

E-mail:
yungi.liu@csueastbay.edu
Office:
MI 3119
No photo is available for the faculty member.

Peer-Reviewed Academic Journal Articles

Dalisay, F., Kushin, M. J., Yamamoto, M., Liu, Y.-I., & Skalski, P. (2014). Motivations for game play and the social capital and civic potential of video games. New Media & Society.

Lee, Y.-J., Liu, Y.-I., & Lee, T. (2013). Effects of ethnic identity on perceived advertisers’ motives in values advocacy advertising. Journal of Promotion Management, 19(5), 583–604.

Liu, Y.-I., Shen, F., Eveland, W. P., Jr., & Dylko, I. B. (2013). The impact of news use and news content characteristics on political knowledge and participation. Mass Communication and Society, 16(5), 713-737.

Gross, C. M., Whitbred, R., Skalski, P., & Liu, Y.-I. (2013). Influencing faculty willingness to participate in learning communities. Florida Communication Journal, 41(1), 1-15.

Liu, Y.-I., & Jeffres, L. W. (2012). Effects of attitudes toward political advertising in the 2006 senatorial and gubernatorial elections in Ohio, U.S.A. Journal of Communication and Media Research, 4(1), 93-102.

Liu, Y.-I. (2012). The influence of news media on optimism about retrospective and prospective economic issues as sources of social capital: Tracing the effects by a path model. International Journal of Humanities and Social Science, 2(8), 1-11.

Liu, Y.-I. (2012). The influence of communication context on political cognition in presidential campaigns: A geospatial analysis. Mass Communication and Society, 15(1), 46-73.

Appiah, O., & Liu, Y.-I. (2009). Reaching the model minority: Ethnic differences in responding to culturally embedded targeted and non-targeted advertisements. Journal of Current Issues and Research in Advertising, 31(1), 27-41.

Liu, Y.-I., & Eveland, W. P., Jr. (2005). Education, need for cognition, and campaign interest as moderators of news effects on political knowledge: An analysis of the knowledge gap. Journalism & Mass Communication Quarterly, 82(4), 910-929.

Publications in Refereed Conference Proceedings

Skalski, P., Dalisay, F., Kushin, M., & Liu, Y.-I. (2012). Need for presence and other motivations for video game play across genres. Proceedings of the Presence Live!–International Society for Presence Research Annual Conference.

Peer-Reviewed Conference Papers and Presentations

Dalisay, F., & Liu, Y.-I. (2012, November). Assessing the knowledge gap among new immigrants in the United States: Key moderators of media use effects on political knowledge. Paper presented at the annual conference of the Midwest Association for Public Opinion Research, Chicago, IL. (Abstract in the proceedings, p. 26)

Lee, Y. J., Liu, Y.-I., & Lee, T. (2012, November). The role of ethnic identity in forming opinions about advertiser motives for supporting social causes in culturally targeted values advocacy advertising. Paper presented at the annual conference of the Midwest Association for Public Opinion Research, Chicago, IL. (Abstract in the proceedings, p. 12)

Skalski, P., Dalisay, F., Kushin, M., & Liu, Y.-I. (2012, October). Need for presence and other motivations for video game play across genres. Paper presented at the annual conference of the International Society for Presence Research, Philadelphia, PA.

Gross, C., Whitbred, R., Skalski, P., & Liu, Y.-I. (2012, March). Understanding factors influencing faculty willingness to participate in learning communities. Paper presented to the Organizational and Professional Communication Interest Group at the annual conference of the Central States Communication Association, Cleveland, OH.

Kosicki, G., & Liu, Y.-I. (2011, November). On the place of space in communication science and public opinion research. Paper presented at the annual conference of the Midwest Association for Public Opinion Research, Chicago, IL. (Abstract in the proceedings, p. 9)

Liu, Y.-I. (2011, August). The influence of news media on optimism about retrospective and prospective economic issues as sources of social capital: Tracing the effects by a path model. Paper presented to the Mass Communication and Society division at the annual conference of the Association for Education in Journalism & Mass Communication, St. Louis, MO.

Liu, Y.-I. (2010, June). Assessing communication and political knowledge in political campaigns from a geospatial perspective. Paper presented to the Political Communication division at the 60th annual conference of the International Communication Association, Singapore.

Liu, Y.-I., & Jeffres, L. W. (2009, November). The formation of opinions on political advertising and their effects. Paper presented at the annual conference of the Midwest Association for Public Opinion Research, Chicago, IL.

Liu, Y.-I. (2009, November). The influence of communication context on political cognition in presidential campaigns: A geospatial analysis. Paper presented at the annual conference of the Midwest Association for Public Opinion Research, Chicago, IL.

Appiah, O., & Liu, Y.-I. (2009, August). Communicating to ethnic minorities with culturally embedded ads: The effect of cultural identification and self-construal. Paper presented to the Advertising division at the annual conference of the Association for Education in Journalism & Mass Communication, Boston, MA.

Appiah, O., & Liu, Y.-I. (2005, August). Effectively reaching the “model” minority: The strength of an interdependent self-construal on the evaluation of culturally embedded ads. Paper presented to the Minorities and Communication division at the annual conference of the Association for Education in Journalism & Mass Communication, San Antonio, TX.

Eveland, W. P., Jr., & Liu, Y.-I. (2005, August). Multilevel models of the impact of news use and news content characteristics on political knowledge and participation. Paper presented to the Mass Communication and Society division at the annual conference of the Association for Education in Journalism & Mass Communication, San Antonio, TX.

Appiah, O., & Liu, Y.-I. (2005, June). Effectively reaching the model minority: Ethnic differences in responding to culturally embedded targeted and non-targeted advertisements. Paper presented at the American Academy of Advertising’s Third Asia-Pacific Conference, Hong Kong, China. (Abstract in the proceedings, p. 4)

Liu, Y.-I., & Eveland, W. P., Jr. (2004, November). Education, need for cognition, and interest as moderators of news use effects on political knowledge: The knowledge gap in the 2000 campaign. Paper presented at the annual conference of the Midwest Association for Public Opinion Research, Chicago, IL.

Invited Presentations

Liu, Y.-I. (2014, November). Communicating to ethnic minorities with culturally embedded ads. Presented at the MA in Communication Fall Quarter Speakers Series, Department of Communication, California State University, East Bay.

Liu, Y.-I. (2013, November). The influence of communication context on political cognition in presidential campaigns: A geospatial analysis. Presented at the MA in Communication Fall Quarter Speakers Series, Department of Communication, California State University, East Bay.

Liu, Y.-I. (2005, May). Effectively reaching the “model” minority: The strength of an interdependent self-construal on the evaluation of culturally embedded ads. Presented at the Asian Pacific American Caucus (APAC) for Graduate and Professional Students Brown Bag Series, sponsored by Asian and Pacific American Heritage Month and Asian American Studies, The Ohio State University.

Courses

Fall Quarter 2014
Course #SecCourse TitleDaysFromToLocationCampusTextbook Info
COMM 356001Persuasion Theory and PracticeMW2:00PM3:50PMMI-2090Hayward Campus View Books
COMM 451001Public Rela Theory & PracticeMW10:40AM11:50AMMI-2002Hayward Campus View Books
COMM 490003Independent StudyARR ARRHayward Campus View Books
COMM 610001Topics in Speech CommunicationTH6:00PM9:30PMMI-3083Hayward Campus View Books
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