Nido R. Qubein School of Communication

Yan Yang

Dr. Yan Yang –

BA – Beijing Broadcasting Institute, MA – University of Nevada, PhD – University of Florida

Teaching areas and approach:  My teaching covers two areas: journalism and telecommunication. In the Journalism sequence, I teach convergent journalism, video journalism, and investigative reporting classes as I have worked in the newsroom as an associate producer and documentary researcher. Students learn from my class how to write a good story, but more importantly, they obtain the skills and confidence to write many more great stories later on. I also teach the Intro to Telecommunication class which introduces students to the world of electronic media. I have a background working in media programming and sales in New York City, and I just love watching television!

Research interests:  My research focuses on media management and strategy, new media adoption, and the relationship between traditional media and Internet platforms. I am interested in how Internet media (e.g. online news, online video) have transformed the way people communicate, and what this means to content providers, advertisers and the audiences themselves. I have conducted a series of studies on how media organizations manage Internet media platforms, using approaches from both firm behavior and audience analysis perspectives. I usually conduct surveys, content analyses, and case studies in my research.

Current research project or creative work:  My recent project explores people’s participatory behaviors on Internet video sites—how people use interactive features on these sites and how to define and evaluate the “interactive audience.” It compares the regular users and non/casual users of interactive functions in terms of demographics, media consumption habits, technology/web experiences, and technology characteristics, and developed new criteria for evaluating online audiences.

Favorite quote:  “Stay hungry. Stay foolish.” –Steve Job’s commencement speech at Stanford University

Favorite novel:  Fortress Besieged by Zhongshu Qian

Favorite movie:  The Shawshank Redemption

Coolest thing you’ve done in the last few years:  Watching Tim Tebow play football at the Swamp (stadium at the University of Florida).


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