Yung-I Liu

Assistant Professor

Department of Communication

E-mail:
yungi.liu@csueastbay.edu
Phone:
(510) 885-3188
Office:
MI 3025
No photo is available for the faculty member.

Professional Focus

Social science research, quantitative and statistical research methods, survey research, experimentation, strategic communication (advertising/public relations/marketing communication), political campaign communication, communication geography, media effects on different ethnic groups

Education

  • Ph.D., Communication, The Ohio State University
  • M.A., Journalism, The Ohio State University
  • B.A., English, Soochow University

Courses

Winter Quarter 2017
Course #SecCourse TitleDaysFromToLocationCampusTextbook Info
COMM 300401Quant Comm Research MethodsTTH8:00AM9:50AMMI-3015Hayward Campus View Books
COMM 356001Persuasion Theory and PracticeTTH12:00PM1:50PMMI-4115Hayward Campus View Books
COMM 452001Advertising Form and FunctionTTH4:00PM5:50PMAE-0239Hayward Campus View Books

Publications

Peer-Reviewed Academic Journal Articles 

Dalisay, F., Kushin, M., Yamamoto, M., Liu, Y.-I., & Buente, W. (2016). Attachment to Facebook and the civic lives of minority college students in the United States. First Monday, 21(3), 1–10.

Dalisay, F., & Liu, Y.-I. (2015). Education and language-based knowledge gaps among new immigrants in the United States: Effects of English- and native-language newspapers and TV. International Journal of Communication, 9, 478–500.

Dalisay, F., Kushin, M. J., Yamamoto, M., Liu, Y.-I., & Skalski, P. (2015). Motivations for game play and the social capital and civic potential of video games. New Media & Society, 17(9), 1399–1417.

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.

Other Publications

Liu, Y.-I. (2003). My experience in preparing for the GRE. Luxin Linguistic Studies Report, 230 (July), p. 4.

Presentations

Peer-Reviewed Conference Papers and Presentations

Liu, Y.-I. (2017, May). Online and offline communication and political knowledge and participation in presidential campaigns: Effects of geospatial context. Paper present to the Political Communication division at the annual conference of the International Communication Association, San Diego, CA.

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.

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. Poster presented at the annual conference of the Midwest Association for Public Opinion Research, Chicago, IL.

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. Poster presented at the annual conference of the Midwest Association for Public Opinion Research, Chicago, IL.

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.

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. 

Presentations for Research Grant Awards

Liu, Y.-I. (2016, May). Online and offline communication geography of political knowledge and participation in presidential campaigns. Poster presented at the annual Faculty Research Symposium at California State University, East Bay, Hayward, CA.

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, Ohio State University.

Service

Selected Service Activities

Member, Faculty Diversity and Equity Committee, Academic Senate (2015–present)

Pioneers for Sustainable Communities Instructor (2016–present)

Member, Search Committee for the College of Letters, Arts, and Social Sciences communication and publicity specialist position (2014)

Ad hoc journal reviewer (2012)

Conference research paper reviewer (2012–present)

Faculty coordinator for the Strategic Communication concentration (2013–present)

Lead coordinator, undergraduate Strategic Communication concentration for the Quarter to Semester Conversion Initiative (2015–2016)

Coordinator, graduate communication program assessment for the Quarter to Semester Conversion Initiative (2015–2016)

Faculty coordinator, Pioneer Advertising Agency (2013–present)

Chair, Search Committee for the advertising coordinator and departmental analyst position (2015)

Member, master’s thesis committee (2014–present)

Member/Reviewer, Communication Scholarships Review Committee (2014–2016)

Peer observer, part-time faculty/adjunct faculty classroom teaching (2015–present)

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

Other Accomplishments

Honors, Awards, and Grants: Faculty Support Grant Award, California State University, East Bay (2015–2016); Internal research grant award for establishing User Experience Research Lab in the School of Communication, Dean’s Office, College of Liberal Arts and Social Sciences, Cleveland State University (2012–2013) [Yung-I Liu (Lead Co-PI), Cheryl Bracken (Co-PI), & Paul Skalski]; 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, Ohio State University (2006); Asian American Graduate Research/Travel Grant, Asian American Studies, Ohio State University (2005); Edward J. Ray Travel Award for Scholarship and Service, Council of Graduate Students, 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)

Graduate Interdisciplinary Specialization in Survey Research, Center for Survey Research, Ohio State University

Professional industry experience (1994–1997, 1999–2003)

Teaching Experience (2013–present): Quantitative Communication Research Methods, Persuasion Theory and Practice, Public Relations Theory and Practice, Advertising Form and Function, Communication Campaigns (Advertising/Public Relations Campaign), Graduate Seminar–Topics in Strategic Political Communication, Media Workshop: Advertising and Public Relations, Independent Study–Senior Project, University Honors Contract Courses, Special Project Advising

Assistant Professor, School of Communication, Cleveland State University (2008–2013). Teaching Experience: Communication Research Methods, Communication Campaigns, Principles of Advertising, Advanced Advertising, Principles of Public Relations, Independent Study, Honors Contract Courses. Selected Service Activities: Member, General Education Information Literacy Task Force–an ad-hoc university advisory committee (2009–2011); University Library Liaison for School of Communication (2010–2013); Chair, UX Research Committee (2012–2013); Member, Research Committee of the Communication Research Center (2012–2013); University Graduate Faculty–Member of master’s thesis and project committees (2009–2013); Coordinator, Advertising Curriculum Committee (2008–2010); Faculty co-advisor, Cleveland State Advertising Association–an American Advertising Federation (AAF) college chapter (2008–2013); Member, School Faculty Search Committee for the public relations tenure-track assistant professor position (2010); Member, School Faculty Search Committee for the school director position (2010); Networked and collaborated with Greater Cleveland organizations and industry professionals (2008–2013).

Graduate Research Assistant, Teaching Assistant, and Instructor, School of Communication, Ohio State University (2004–2008). Teaching Experience: Persuasive Communication, Visual Communication Design, Interpersonal Communication, The History of Human Communication

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