My research focuses on several aspects of political ideologies. For example, how do liberals and conservatives differ as media consumers and voters? Do audience members’ ideologies affect their attitudes toward, or the usage of, the media? Additionally, do feminism, racism, capitalism and materialism influence how the media cover, and how audiences perceive, certain issues and groups (e.g., women, racial minorities, and same-sex marriage)? Another research interest is advertising education. I have produced more than 70 academic journal articles and conference papers, and a co-authored book on these topics.
All the topics above are essentially about consumer behavior and audience research. These studies have significantly contributed to my teaching. Understanding the audience is the first step to create effective strategic communication messages.
I regularly teach Principles, Research Methods and Strategic Campaigns at the undergraduate level, and a graduate Research Methods class.
A major part of my teaching and research is to work with students. Several undergraduate students who did an independent study with me to improve their creative portfolio had been admitted to some of the most prestigious advertising portfolio schools such as the Virginia Commonwealth University Brand Center. In addition, I have co-authored conference papers with many graduate students. In 2012, two such papers have been published in prestigious journals. One of them is Journalism & Mass Communication Quarterly, which is the flagship journal of the Association for Education in Journalism and Mass Communication.
- Political Communication
- Consumer Behavior
- Media Credibility
- International Communication
- Race and Gender Issues
Vu, H. T., & Lee, T. (in press). Soap operas as a matchmaker: A cultivation analysis of the effects of South Korean TV dramas. Journalism & Mass Communication Quarterly.
Lee, T. & Hicks, G. (2011). An analysis of factors predicting attitudes toward same-sex marriage: Do the media matter? Journal of Homosexuality, 58(10), 1391-1408.
Wu, H. D., & Lee, T. (2009). Media, Politics and Asian Americans. Cresskill, NJ: Hampton Press.
Vu, H. T., & Lee, T. (in press). State – Press relations revisited: A case study on how U.S. media portray post-war Vietnam. Asian Journal of Communication.
Lee, T. (2010). Why they don’t trust the media: An examination of factors predicting trust. American Behavioral Scientist, 58(1), 8-21