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Faculty member poses indoors.

Gi W. Yun

Dean, Professor and Fred W. Smith Chair

Summary

Gi W. Yun’s research focuses on social psychological aspects of media and communication. The topics of his publications range from theories of communication, internet research methodology, social media, health communication, agenda-setting, newspaper’s community capital, and social network analysis to big social media data analysis. He enjoys thinking about tools and theories developed by media and communication scholars.

He is currently working on projects in the areas of health care advertising in local media, machine bias in information production and consumption, local media agenda-setting on immigration stories, and others. His research projects are funded by National Science Foundation, Google, or Online News Association.

Yun received his Ph.D. and M.A. in Journalism and Mass Communication from the University of Wisconsin, Madison. His journalism and mass communication undergraduate degree is from Hanyang University, Seoul, Korea.

Recent work

  • Kim, E.-S., Oh, Y., & Yun, G. (2023). Sociotechnical challenges to the technological accuracy of computer vision: The new materialism perspective. Technology in Society, 75, 102388.
  • Park, S., Yun, G., Friedman, S., Hill, K., & Coppes, M. J. (2023). Analysis of Direct-to-Consumer Healthcare Service Advertisements on Television: An application of the patient expectation framework. Health Communication, 38(10), 2067–2079.
  • Baek, H., Chung, J.-B., & Yun, G. (2021). Differences in public perceptions of geothermal energy based on EGS technology in Korea after the Pohang earthquake: National vs. local. Technological Forecasting and Social Change, 172, 121027.
  • Park, S.-Y., Yun, G., Constantino, N., & Ryu, S. Y. (2021). Gender differences in the risk and protective factors of marijuana use among U.S. College students. Journal of Health Psychology, 13591053211002248. 
  • Yun, G., Allgayer, S., & Park, S. (2020). Mind Your Social Media Manners: Pseudonymity, imaginary audience, and incivility on Facebook vs. YouTube. International Journal of Communication, 14, 3418-3438.
  • Joa, C. Y., & Yun, G. (2020). Who Sets Social Media Sentiment?: Sentiment Contagion in the 2016 U.S. Presidential Election Media Tweet Network. Journalism Practice, 0(0), 1–24. 
  • Yang, C., & Yun, G. (2020). Online partisan news and China's country image: An experiment based on partisan motivated reasoning. Asian Journal of Communication, 30(2), 100-117. 
  • United States Department of Agriculture, Agricultural Marketing Service, Farmers Market Promotion Program (2022 – 2025)
    Title: Meet Me at #NVFarmersMarkets: Community-based integrated marketing training and campaign for ÁùºÏ±¦µä farmers markets (PI: Sung-Yeon Park), Co-investigator: funded $500,000
  • National Science Foundation (2022 – 2027), Title: IGE: NSF CyberCorps® Scholarship For Service (PI: Shamik Sengupta), Co-principal investigator: funded $3,300,000
  • United States State Department (2020 – 2021), Title: Stopping the Spread of Disinformation - Training Emerging Journalists (PI: P. Pain), Co-principal investigator: funded $74,671.86

Selected work

  • Yun, G., Morin, D., Ha, L., Flynn, M., Park, S., & Hu, X. (2018). A pillar of community: Local newspapers, community capital, and impact on readership and advertising. Community Development, 49(5), 522-538. 
  • Yun, G., Park, S., Lee, S. & Flynn, M. (2018). Hostile Media or Hostile Source? Bias Perception of Shared News. Social Science Computer Review, 36(1), 21 – 35. doi:10.1177/0894439316684481
  • Yun, G., Park, S., & Lee, S. (2016). Inside the Spiral: Hostile Media, Minority Perception, and Willingness to Speak Out Online. Computers in Human Behavior, 62, 236-243. doi:10.1016/j.chb.2016.03.086
  • Yun, G., Morin, D., Park, S., Joa, C., Labbe, B., Lim, J., Lee, S.,& Hyun, D. (2016). Social media and flu: Media Twitter accounts as agenda setters, International Journal of Medical Informatics, 91, 67-73. 
  • Yun, G., Park, S., Holody, K., Yoon, K., & Xie, S. (2013). Selective Moderation, Selective Responding, and Balkanization of the Blogosphere: A Field Experiment. Media Psychology, 16(3), 295-317. doi: 10.1080/15213269.2012.759462
  • Yun, G., & Park, S. (2011). Selective Posting: Willingness to Post a Message Online. Journal of Computer Mediated Communication, 16(2), 201-227. doi: 10.1111/j.1083-6101.2010.01533.x
  • Yun, G., Park, S., & Ha, L. (2008) Influence of Cultural Dimensions on Online Interactive Review Feature Implementations: A Comparison of Korean and U.S. Retail Websites. Journal of Interactive Marketing, 22(3), 40-50. doi:10.1002/dir.20116
  • Yun, G. (2007). Interactivity Concepts Examined: Response Time, Hypertext, Role Taking, and Multimodality. Media Psychology, 9(5), 527-548. doi:10.1080/15213260701283145
  • Yun, G., Ford, J., Hawkins, R. P., Pingree, S., McTavish, F., Gustafson, D., & Berhe, H. (2006). On the validity of Client-side vs Server-side web log data analysis. Internet Research, 16(5), 537-552. doi:10.1108/10662240610711003
  • Yun, G., & Trumbo, C. (2000). Comparative Response to a Survey Executed by Post, E-Mail, & Web Form. Journal of Computer-Mediated Communication, 6(1). doi:10.1111/j.1083-6101.2000.tb00112.x

Education

  • Ph.D., University of Wisconsin, Madison School of Journalism and Mass Communication
  • M.A., University of Wisconsin, Madison School of Journalism and Mass Communication
  • B.A. in Journalism and Mass Communication, Hanyang University, Seoul, Korea