Faculty research profiles
Youjin Choi
Summary
Dr. Choi has explored two research streams: public health campaigns and gender issues in public relations. Through various papers and the grant project she is involved in, Dr. Choi is investigating audience segmentation, individuals’ interaction with social/structural environment, and relationship building between healthcare agencies and their target audiences. She is examining the influence of local media use, community engagement, and their cross-level interaction effects on knowledge acquisition and behavior adoption. Specifically, she plans to investigate how local media (television news and radio talk show programs) and community organizations at various facets (religion, sports, and socialization) can jointly persuade the target population to take healthy behaviors. Dr. Choi has investigated gender issues among public relations practitioners in the United States and South Korea. In particular, she is studying the mass media portrayal of the public relation profession and its impact on college students’ perceptions of the profession as unrealistic images of practitioners and misperceptions about practitioners’ job responsibilities are prevalent in television programs and films.
Recent publications
Yeon, H. Choi, Y., & Kiousis, S. (in press). Interactive Communication Features on Nonprofit Organizations' Web Pages for the Practice of Excellence in Public Relations. Journal of Web Site Promotion, Volume 2,
(1 & 2).
Keywords
Public Health Campaign, Smoking, Health Communication, Gender, Portrayal of Public Relations
The Campaign for the University of Florida