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Cha one of four recipients of national award for research

Jiyoung Cha, assistant professor of RTVFDepartment of Radio, Television and Film assistant professor Jiyoung Cha, left, is one of four recipients of the 2011 Emerging Scholars Program award from the Association for Education in Journalism and Mass Communication for her research in the field of social television. 

Cha’s project, “Social Television: Redefinition of Social Interaction among Television Viewers in the 21st Century,” focuses on emerging new media trends and why people use social networks such as facebook and twitter to share what they’re watching.

The Emerging Scholars Program gives both cash awards and teaching grants to up to four research proposals to encourage innovative and timely projects in journalism and mass communication. Other 2011 recipients are from Purdue University, Rutgers University and the University of Missouri.

The emerging field of social television explores the content, communication trends and interactions involving new and traditional forms of media technology — from the television and web to the iPad, SmartPhone and mobile apps. The way that people use and communicate with these devices, both individually and across platforms and networks, is rapidly transforming the media industry, yet there have been few studies that investigate these relationships.

Cha says, “Historically, television has been a social medium where families gather together to view programs. But the television viewing experience is becoming more individualized; the average American household owns more than one television, so individual family members can independently view programs. And with the proliferation of diverse new communication tools, people are turning to social networking to share the experience.”

Cha’s additional research interests include:

  • online video platforms
  • brand personalities of television news
  • relationship between media and the audience from management and marketing perspectives
  • distribution channel competition between theatrical and non-theatrical movie platforms
  • adoption of value-added services on mobile phones
  • adoption of shopping services on social networking websites

 Her teaching areas include media economics, research methods, media management and new media systems.

The AEJMC, the oldest and largest alliance of journalism and mass communication educators and administrators at the college level,  promotes the “highest possible standards for journalism and mass communication education and encourage the widest possible range of communication research.” 

Posted on: Thu 24 March 2011

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