Yifan Wu
Ph.D.
Yifan Wu specializes in emerging media, media effects, media psychology, and social media. His research delves deeply into virtual live streaming, with a particular emphasis on the dynamics between avatars, users and audience interactions. He is also interested in the negative psychological consequences of social media use, including experiences of loneliness and hurt feelings.
Education
B.A., Journalism and Communication, Faculty of Humanities and Arts, Macau University of Science and Technology
M.A., Media Studies, S.I. Newhouse School of Public Communications, Syracuse University
Ph.D. (in progress), Mass Communication, College of Journalism and Communications, University of Florida
News
Research
Yifan Wu’s research centers on emerging media, media psychology, and the emotional dynamics of virtual interaction. His work focuses on virtual live streaming environments, particularly the role of avatars in shaping user and audience experiences. He investigates how individuals perceive and interact with avatars, and how these digital representations influence social presence, emotional labor, and para-social relationships. His current research explores the psychological and communicative implications of avatar-mediated interaction, as well as the emotional toll of social media use, including loneliness and hurt feelings. Yifan also examines how virtual spaces affect offline communication and identity perception. His methodological expertise spans mostly qualitative approaches, including experimental design and extended reality research tools.
Yifan Wu’s research centers on emerging media, media psychology, and the emotional dynamics of virtual interaction. His work focuses on virtual live streaming environments, particularly the role of avatars in shaping user and audience experiences. He investigates how individuals perceive and interact with avatars, and how these digital representations influence social presence, emotional labor, and para-social relationships. His current research explores the psychological and communicative implications of avatar-mediated interaction, as well as the emotional toll of social media use, including loneliness and hurt feelings. Yifan also examines how virtual spaces affect offline communication and identity perception. His methodological expertise spans mostly qualitative approaches, including experimental design and extended reality research tools.