CURRICULUM VITAE. YE WANG, Ph.D. Assistant Professor

Transcription

1 CURRICULUM VITAE YE WANG, Ph.D. Assistant Professor Communication Studies College of Arts and Sciences University of Missouri Kansas City Room 103E Manheim Hall 710 E. 52 nd Street Kansas City, KS Phone: EDUCATION Ph.D. in Journalism, August 2011 University of Missouri - Columbia, Missouri School of Journalism Concentration: Strategic Communication Master of Arts in Journalism, May 2008 University of Missouri - Columbia, Missouri School of Journalism Concentration: Strategic Communication Master of Arts in Linguistics, April 2006 Beijing Foreign Studies University, China Bachelor of Arts in English Literature, September 2003 Beijing University of Posts and Telecommunications, China TEACHING EXPERIENCE Assistant Professor, September 2011 Present Communication Studies, University of Missouri Kansas City COMM-ST 400e Advertising Campaigns The course content includes, but not be limited to, branding, re-branding and development of an identity program for the client, marketing materials, advertising campaigns, and whatever the marketing/creative plan the teams develop require and presentation of the plan/creative to the client. Clients of this course are: Latinos 2014 Spring: The Guadalupe Centers, one of the nation's first social service agencies for COMM-ST 498 Special Problems in Communication Studies 2014 Spring: Guided and mentored an undergraduate research project on the Reading Education Assistance Dogs (R.E.A.D.) Program. The theory of self-efficacy and interaction were applied to develop a presentation about the role of therapy dogs in changing children s reading aptitude in a university-wide undergraduate research symposium. Content analysis was applied to analyze near 50 observational journals. Page 1

2 2014 Spring: Guided and supervised an undergraduate student to read about social media advertising, create policies and publishing plan for the social media sites of the internship program of the department 2013 Fall: Guided and supervised an undergraduate student to read about social media advertising, create a social media plan for the internship program of the department, and build the social media sites Fall: Guided and supervised an undergraduate student to conduct research on small-group communication COMM-ST 383 Cross-cultural Journalism and Mass Media Cross-Cultural Journalism & Mass Media provides journalistic tools for traditional and new media coverage of diverse ethnic, gender, ability and ideological groups inside and outside the United States. The critical role of diverse voices in a democracy will be discussed. COMM-ST 446 Principles of Advertising This course is a survey of advertising as an industry and a career field. Specific procedures are studies for linking consumer behaviors, the development of advertising strategies, and advertising research to the development of advertising messages and campaigns. An online version of this course is also developed combining technologies such as websites, blogs, discussion boards, and video to engage student learning in an asynchronous mode. COMM-ST 447, Interactive and Social Media Advertising This course examines advertising on the Internet as a form of interactive communication, with a special focus on social media and search engines. It addresses basic concepts, current issues, and the development of interactive advertising strategies and plans. The coverage includes interactivity, pricing models, online targeting strategies, search engine optimization and advertising, social media advertising, and online video advertising. Clients of this course are: 2015 Spring: Midwest Innocence Project, a non-profit organization that exonerates wrongfully convicted people 2014 Fall: Ziman Foundation, a non-profit raising money for education in Africa 2013 Spring: The City in Motion Dancing Group, a non-profit promoting modern dance 2012 Fall: The Health and Safety Council of Western Missouri and Kansas 2012 Spring: Communiversity, a non-profit provider of low-cost classes on diverse topics 2011 Fall: K-ROO, UMKC s student radio station Teaching Assistant, August 2010 December 2010 JOUR 4952 Strategic Communication Research I Missouri School of Journalism This is an introductory course to techniques and practice of strategic communication research. It emphasizes research techniques and uses of research results, including consumer analysis, attitude measurement and evaluation of externally supplied research. Co-Instructor, January May 2010 JOUR 4263 Interactive Advertising II Page 2

3 Missouri School of Journalism This was an advanced course in interactive advertising for upper-level undergraduate majors and master s students in strategic communication. It dives into the 10 hottest issues in interactive advertising, including video advertising, social network marketing, Web analytics, etc. Co-Instructor, August December 2009 JOUR 4262 Interactive Advertising I Missouri School of Journalism This was an introductory course in interactive advertising for upper-level undergraduate majors and master s students in strategic communication. It covers basic concepts and strategies used in interactive advertising. CURRICULUM DEVELOPMENT A. Collaboration between Higher Education Institutions Helped to develop a collaborative program between two higher education institutions Strengthened the strategic communication curriculum for the collaboration Contributed to the transfer guide and the collaborative curriculum plan Built international relationship between the department and the Advertising Department, Shanghai University Advised two visiting scholars from Shanghai University Assisted in the negotiation of collaborative undergraduate programs Researched information on international collaboration of higher education institutions B. New Course Development 2014 Online COMM-ST 383, Cross-cultural Journalism and Mass Media 2014 COMM-ST 387 Strategic Communication Research 2014 COMM-ST 400e Advertising Campaigns, cross-disciplinary course with the Department of Studio Arts 2013 Online COMM-ST 446, Principles of Advertising, with the Certificate of Outstanding Online Course 2012 COMM-ST 447, Interactive and Social Media Advertising RESEARCH AND PUBLICATIONS A. Peer Reviewed Journal Articles Wang. Y. (Forthcoming). Creating fit for sponsorship on corporate websites. International Journal of Internet Marketing and Advertising. (Accepted for publication in January 2015) Wang, Y., Rodgers, S., Wang, Z., & Thorson, E. (Forthcoming) A 17-year study of graduate student authorship in advertising journals. Journalism and Mass Communication Educator. Wang, Y., Qiao, F, & Peng, W. (Forthcoming). Is the size or the valence of proactive engagement associated Page 3

4 with purchase intention?: A case study of Starbucks blogs. International Journal of Strategic Communication. Wang, Y., Willis, E., & Rodgers, S. (2014). Consumer insights from peer-to-peer communication in an online health community of weight management. Journal of Consumer Health on the Internet, 18(2): Wang, Y. (2014). Individualism/collectivism, charitable giving, and cause-related marketing: a comparison of Chinese and Americans. International Journal of Nonprofit and Voluntary Sector Marketing, 19, Wang, Y. & Rodgers, S. (2013). Reporting on Health to Ethnic Populations: A Content Analysis of Local Health News in Ethnic Versus Mainstream Newspapers. Howard Journal of Communications 24(3), Li, J., Wang, Y., & Qiao, F. (2012). Journalism school or media corporation: Discussing journalism education with Dean Mills, Dean of the Missouri School of Journalism. News and Writing, 2. [ 李 建 新 王 烨 乔 飞, 新 闻 学 院 还 是 媒 介 集 团 与 密 苏 里 新 闻 学 院 院 长 Dean Mills 关 于 新 闻 教 育 的 对 话, 发 表 在 新 闻 与 写 作 2012 年 第 2 期 ] Rodgers, S., Chen, Q., Wang, Y., Rettie, R., & Alpert, F. (2007). The Web motivation inventory: Replication, extension and application to Internet advertising. International Journal of Advertising, 26(4), B. Book Chapters Published Wang, Y. (2012). Undergraduate and graduate education of the Missouri School of Journalism. [ 密 苏 里 新 闻 学 院 的 本 科 生 研 究 生 博 士 生 教 育 ] (Submitted to A Feasibility Study of Applying New Missouri Method to Chinese Journalism Education) [ 当 代 密 苏 里 新 闻 教 育 的 新 范 式 及 其 在 中 国 的 应 用 的 可 行 性 研 究 ] Wang, Y. (2012). Regulations and policies of contemporary journalism education at the Missouri School of Journalism. [ 当 代 密 苏 里 新 闻 教 育 的 管 理 体 制 与 法 规 ] (Submitted to A Feasibility Study of Applying New Missouri Method to Chinese Journalism Education) [ 当 代 密 苏 里 新 闻 教 育 的 新 范 式 及 其 在 中 国 的 应 用 的 可 行 性 研 究 ] Willis, E.N., Wang, Y., & Rodgers, S. (2011). Online health communities and health literacy: Applying a framework for understanding domains of health literacy. In A. Smedberg (Ed.), E-Health Communities and Online Self-Help Groups: Applications and Usage. New York: IGI Global. Wang, Y. & Rodger, S. (2010). E-word of mouth and consumer-generated content: From concept to application. In M. S. Eastin, T. Daugherty, & N. M. Burns (Eds.), Handbook of Research on Digital Media and Advertising: User Generated Content Consumption. New York: IGI Global. C. Refereed Articles Under Review Wang, Y., & Willis, R. Does the online community of Weightwatchers.com message boards help to facilitate dieting and exercising? Health Education and Behavior. (Submitted, July 2014) Wang, Y. Affective and cognitive influence of control of navigation on cause sponsorship and non-profit Page 4

5 organizations. International Journal of Nonprofit and Voluntary Sector Marketing. (Submitted April, 2014: Revised and resubmitted, December 2014). D. Published Refereed Conference Proceedings Wang, Y., Qiao, F, & Peng, W. (2014). Is the size or the valence of social-interactive engagement associated with purchase intention?: A case study of Starbucks blogs. Proceedings of the 2014 Conference of the American Academy of Advertising, p. 89. Wang, Y. Creating Fit for Low-natural fit Sponsorship on Corporate Web Sites. Proceedings of the 2013 Conference of the American Academy of Advertising. Chen, H., Yang, F., & Wang, Y. (Two second authors made equal contribution and are listed alphabetically.) Product placements in Chinese commercial movies. Paper was presented at 2013 Conference of the American Academy of Advertising, Albuquerque. Wang, Y., Schauster, E., Rodgers, S., and Thorson, E. (2010). A study of graduate student authorship in advertising journals: In W.N. Lee (Ed.), Proceedings of the 2010 Conference of the American Academy of Advertising (p. 87). Wang, Y. & Rodgers, S. (2009). Cultural values, emotions, and information: A Comparison of Webpages of the U.S. and China. In G. Nowak (Ed.), Proceedings of the 2009 Conference of the American Academy of Advertising (P. 86). Rodgers, S., Wang, Y., and Saettele, E. (2007). Understanding the nature of ewom advertising on social networking sties. In K. Sheehan (Ed.), Proceedings of the 2007 Conference of the American Academy of Advertising (P.31). E. Refereed Conference Papers, Posters, and Panels Accepted/Presented Wang, Y. & Yang, L. (2015). Opinion leadership and proactive engagement with social norm campaigns: A case study of the Empty Plate Movement. Paper will be presented at the 2015 Conference of the American Academy of Advertising, Chicago. Wang, Y., Qiao, F, & Peng, W. (2014). Is the size or the valence of social-interactive engagement associated with purchase intention?: A case study of Starbucks blogs. Paper presented at the 2014 Conference of the American Academy of Advertising, Atlanta. Wang, Y. & Willis, E. (2013). Self-Efficacy and Interactivity: A Content Analysis of Weight Watchers Online Discussion Board. Paper presented at the annual conference of the Association for Education in Journalism and Mass Communication, Washington D. C.. Wang, Y. (2013). Creating Fit for Low-natural fit Sponsorship on Corporate Web Sites. Paper presented at Page 5

6 2013 Conference of the American Academy of Advertising, Albuquerque. Chen, H., Yang, F., & Wang, Y. (Two second authors made equal contribution and are listed alphabetically.) Product placements in Chinese commercial movies. Paper was presented at 2013 Conference of the American Academy of Advertising, Albuquerque. Wang, Y. (2012). Examining Perceived Control of Navigation and Its Interaction with Perceived Fit in Cause- Sponsorship Leveraging on Corporate Web Sites. Paper presented at the annual conference of the Association for Education in Journalism and Mass Communication, Chicago. Rodgers, S., Wang, Y., & Everett, K. (2012). CASE findings from newspaper coverage of tobacco control policies. Poster presentation accepted for presentation to the 2012 National Conference on Tobacco or Health, Kansas City, MO (August 15-17, 2012). Rodgers, S., Everett, K. & Wang, Y. (2012), Enhancing smoke-free policy changes by understanding patterns of media coverage. Poster session accepted for presentation to the 2012 National Conference on Tobacco or Health, Kansas City, MO (August 15-17, 2012). Wang, Y., Li, Y., & Rodgers, S. (2011). Cancer-related advertisements in Black and general-readership newspapers and health equality: A media economics perspective. Paper presented at the annual conference of the Association for Education in Journalism and Mass Communication, St. Louis. Wang, Y. & Rodgers, S. (2011). Reporting health to minority populations: A content analysis of localized news reporting. Paper presented at the annual conference of the Association for Education in Journalism & Mass Communication, St. Louis. Wang, Y., Willis, E.N., & Rodgers, S. (2010). Exploring the role of online discussion in improving obesityrelated health literacy: A content analysis of health literacy domains and ewom of The Biggest Loser League. Paper presented at the Annual Conference of the Association for Education Journalism & Mass Communication, Denver, CO. Wang, Y. & Hu, W. (2010). A comparison of consumers reactions to cause-related marketing in the U.S. and China. Paper presented at the Annual Conference of the Association for Education Journalism & Mass Communication, Denver, CO. Stam, K., Rodgers, S., Wang, Y., Cameron, G., & Gardner, E. (2010). Traditional and emerging forms of advertising for health literary promotions in the U.S. and Europe. Paper presented at the American Academy of Advertising European Conference, Italy. Wang, Y., Schauster, E., Rodgers, S., & Thorson, E. (2010). A study of graduate student authorship in advertising journals: Paper presented at the 52 nd Annual Conference of the American Academy of Advertising, Minneapolis, MN. Wang, Y. & Rodgers, S. (2009). Cultural values, emotions and information: A comparison of web pages in the U.S. and China. Paper presented at the 51 st Annual Conference of the American Academy of Advertising, Cincinnati, OH. Page 6

7 Rodgers, S., Wang, Y., & Saettele, E. (2007). Understanding the nature of ewom advertising on social networking sites. Paper presented at the Annual Conference of the American Academy of Advertising, Burlington, VT. F. Manuscripts in Progress Wang, Y., & Willis, E. Efficacious content, health information and interactivity on WeightWatcher.com. Willis,E. & Wang, Y. E. Branded Online Communities. Chen, H. & Wang, Y. Product placement in American movies. PROFESSIONAL EXPERIENCE Research Assistant September 2006 May 2011 Professor Shelly Rodgers, Missouri School of Journalism September May 2009 & January 2011 to May 2011 Professor Glen Cameron, Health Communication Research Center, Missouri School of Journalism PROFESSIONAL AFFILIATIONS 2012 Present Membership in American Advertising Federation Kansas City 2010 Present Membership in Association for Education in Journalism and Mass Communication Membership in American Academy of Advertising (AAA) AWARDS 2/15/2013 Nominated for the Mary Alice Shaver Promising Professor Award 2013, the American Academy of Advertising 2011 Spring: Ann Palmeri Memorial Scholarship Journalism Study Abroad Scholarship China 2010 Fall: Craig Horst Memorial Scholarship Ann Palmeri Memorial Scholarship John & Virginia Sutherland Scholarship 2010 Spring: John & Virginia Sutherland Scholarship 2009 Fall: O O McIntyre Scholarship Scholarship Samuel W Webb Scholarship 2009 Spring: John & Virginia Sutherland Scholarship Synor Creative advertising Scholarship 2008 Fall: John & Virginia Sutherland Scholarship Synor Creative advertising Scholarship Page 7

8 SKILLS Language: Mandarin (native), English (fluent), Japanese (conversational) Software: PASW, Dreamweaver, PhotoShop Page 8