Yung-I Liu

Assistant Professor

Department of Communication

E-mail:
yungi.liu@csueastbay.edu
Phone:
(510) 885-3188
Office:
MI 3119
No photo is available for the faculty member.

EDUCATION

Ph.D., Communication, The Ohio State University

M.A., Journalism, The Ohio State University

B.A., English, Soochow University

ACADEMIC EXPERIENCE

Assistant Professor, School of Communication, Cleveland State University (2008–2013)

Graduate Research Assistant, Teaching Assistant, and Instructor, School of Communication, The Ohio State University (2004–2008)

DESCRIPTION

I conduct theory-based, empirical social science research in political communication and strategic communication centering on the uses and effects of communication and communication geography. My research areas cross my teaching and industry work. In my academic career, I draw on my industry experience of holding middle-management-level marketing communication roles in corporate and agency positions in multinational companies. I teach undergraduate and graduate courses in strategic communication (advertising/public relations/marketing communication), quantitative and statistical research methods, and political communication.

RESEARCH

Peer-Reviewed Academic Journal Articles

Dalisay, F., Yamamoto, M., Kushin, 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. (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.

HONORS, AWARDS, AND GRANTS

Yung-I Liu (Lead Co-PI), Cheryl Bracken (Co-PI), & Paul Skalski. Internal research grant award for establishing User Experience Research Lab in the School of Communication, the Dean’s Office, College of Liberal Arts and Social Sciences, Cleveland State University (2012–2013)

Faculty Professional Development Fund (non-competitive grant), Cleveland State University (2008–2013)

New Faculty Research Start-Up Grant, Cleveland State University (2008–2011)

Social and Behavioral Sciences Graduate Student Summer Survey Research Fellowship Award, The Ohio State University (2006)

Asian American Graduate Research/Travel Grant, Asian American Studies, The Ohio State University (2005)

Edward J. Ray Travel Award for Scholarship and Service, Council of Graduate Students, The Ohio State University (2005)

High GRE Score Award, Luxin Linguistic Studies (2002)

Edelman Vision Mission & Values “Colleague of the Year” Award (2001)

Expert in In-Flight Duty-Free Sales Award, China Airlines (1995)

TEACHING

California State University, East Bay

Quantitative Communication Research Methods

Persuasion Theory and Practice

Advertising Form and Function

Public Relations Theory and Practice

Media Workshop: Advertising and Public Relations

Graduate Seminar—Topics in Strategic Political Communication

Independent Study—Senior Project

Cleveland State University

Principles of Advertising

Advanced Advertising

Communication Campaigns

Principles of Public Relations

Communication Research Methods

Independent Study

Honors Contract Courses

The Ohio State University

Persuasive Communication (instructor)

Visual Communication Design (instructor)

Interpersonal Communication (teaching assistant)

The History of Human Communication (teaching assistant)

SELECTED SERVICE ACTIVITIES

Ad hoc journal reviewer (2012–present)

Conference research paper reviewer (2011–present)

Ad hoc book reviewer (2014)

Network with San Francisco Bay Area organizations and industry professionals (2013–present)

Networked and collaborated with Greater Cleveland organizations and industry professionals (2008–2013)

Member of the Search Committee for the CLASS communication and publicity specialist position (2014)

Lead faculty for developing the new strategic communication curriculum (2013–present)

Faculty advisor to The Pioneer Advertising Agency (2013–present)

Faculty advisor to The Public Relations Student Society of America CSU East Bay Chapter (2013–present)

Lead faculty for the redesign project of the 15 hallway bulletin boards and the communication department logo (2013–present)

Lead faculty for the annual department-wide End-of-Year Celebration (2013–present)

School of Communication Library Liaison (2010–2013)

Member of the General Education Information Literacy Task Force–an ad-hoc university advisory committee (2009–2011)

Chair of the UX Research Committee (2012–2013)

Member of the Research Committee of the Communication Research Center (2012–2013)

University Graduate Faculty–Member of master’s theses and projects committees (2009–2013)

Coordinator of the Advertising Curriculum Committee (2008–2010)

Faculty co-advisor to the Cleveland State Advertising Association–an American Advertising Federation college chapter (2008–2013)

Member of the School Faculty Search Committee for the public relations tenure-track assistant professor position (2010)

Member of the School Faculty Search Committee for School Director (2010)

Courses

Not teaching this quarter.

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