Tien-Tsung Lee

Primary office:
Stauffer-Flint Hall
Room 208

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. 

Academic Degrees

  • News-editorial diploma, World College of Journalism in Taipei, Taiwan
  • B.A., Journalism, University of Oregon
  • M.A., Mass Communications, University of Minnesota
  • Ph.D., Communication and Society, University of Oregon


  • Idaho School Public Relations Association Research Grant, Spring 2002
  • Washington State University College of Liberal Arts Initiation and Completion Grant, Fall 200
  • Hawaii Pacific University Trustees Scholarly Endeavors Award/Grant, spring 2000
  • Hawaii Pacific University Faculty Development Award/Grant, spring and fall 1999, 2000.
  • Katich Creativity (Teaching) Award, School of Journalism and Mass Communications, University of Kansas, Spring 2011.
  • American Advertising Federation Most Promising Minority Student Nominator Award, 2005
  • Invited speaker, “Research Friday,” the Iowa State University Greenlee School of Journalism and Communication, September 2007. Topic: Differences between liberals and conservatives: An analysis based on DDB Life Style data.
  • Invited speaker, the Department of Journalism, Shih-Hsin University, Taipei, Taiwan, Dec. 2006 and Jan. 2007. Topics: Media’s political effects and journalism & mass communication programs in the U.S.


  • 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



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