My research in this domain explores how self-related cognitions, affects, and motivations influence media use. First, they drive media selection in that media users can select contents to help them reinforce or change a particular self-concept, to manage an affective state, or to satisfy a self-related motivation. Second, they determine how media contents are processed and interpreted, and thus how media effects can vary not only between individuals but also between different psychological states of the same individual.
Research papers on this topic:
Luong, K. T., Knobloch-Westerwick, S., & Frampton, J. (2019). Temporal self impacts on media exposure & effects: A test of the selective exposure self- and affect-management (SESAM) model. Media Psychology. Advanced online publication. doi: 10.1080/15213269.2019.1657898
Knobloch-Westerwick, S., Robinson, M. J., Willis, L. E., & Luong, K. T. (2016). Beauty or business queen: How young women select media to reinforce possible future selves. Communication Research. Advanced online publication. doi: 10.1177/0093650215626978
To bring theories into practice, I applied this body of research to address the issue of women’s underrepresentation in STEM (science, technology, engineering, and mathematics) fields, specifically with regards to the self-threats that stem from being in a counter-stereotypical domain. I examined how these self-threats impact young women’s media selection and processing of media role models, as well as how role models can be designed to to help alleviate these threats.
Research papers on this topic:
Luong, K. T., Knobloch-Westerwick, S., & Niewiesk, S. (2019). Superstars within reach: The role of perceived attainability and role congruity in media role models on women’s social comparisons. Communication Monographs. Advanced online publication. doi: 10.1080/03637751.2019.1622143
Luong, K. T., & Knobloch-Westerwick, S. (2017). Can media help women be better at math? Stereotype threat, selective exposure, media effects & math performance. Human Communication Research, 43, 193–213. doi: 10.1111/hcre.12101