About the Lab

METL Director Dr. Sri Kalyanaraman

The Media Effects and Technology Lab (METL) is a new state-of-the-art facility dedicated to investigating human-technology interactions across multiple platforms. The METL will serve as a collaborative space for interdisciplinary teams of faculty, students, and industry professionals to design, disseminate, and evaluate the effects media content, while also producing socially impactful insights.

Projects currently under development investigate the future of advertising in virtual reality (VR), the impact of immersive journalism, and the influencing of pro-environmental attitudes and behaviors through customized digital experiences. Powered by the latest eye-tracking, facial expression, and physiological monitoring technology, the METL seeks to position UF at the forefront of communication research, nationally and globally.