Prof. Dr. Linsen Su

About Me

Welcome! I am a Professor of Communication Science at Beijing Jiaotong University in China. I earned my PhD in Communication Science from Renmin University of China in 2009. I have also held visiting scholar positions at the University of Missouri (2007- 2008), the University of Florida (2015–2016), City University of Hong Kong (2018), and Ludwig Maximilian University of Munich (2024).

My research interests encompass communication effects, political communication, and online public opinion. Recently, I have focused on new media effects in the context of international perceptions, and the dynamics between domestic and international public opinion. My methodological expertise lies in utilizing data science approaches to analyze media usage, communication effects, and social media data.

My research has been published in peer-reviewed journals, including international journals such as Asian Journal of Communication, the International Communication Gazette, International Journal of Human–Computer Interaction, as well as top Chinese journals like Journalism & Communication Research (新闻与传播研究), The International Journalism Review (国际新闻界), Modern Communication (现代传播), Journalism University (新闻大学). Some of my works have also been presented at leading international conferences, such as ICA, IAMCR, and AEJMC. These works have been funded by the National Social Science Fund of China, the State Council Information Office of the PRC, and the National Ethnic Affairs Commission of the PRC.

Research Interests

• Communication effects: Competition and cooperation between traditional media and new media, influence of new media use on well-being, and presumed media’s influence
• Political communication: Media’s role in political participation and civic engagement
• Online public opinion: opinion dynamics in the process of evolution, including on the interaction between domestic and international public opinion, as well as online and offline opinion

Research

Do the news media still have a significant influence on the formation of public opinion? How do emerging media change society as well as individuals’ lives? The emergence of the Internet and social media has generated new queries about the power of new and traditional media and their complex and dynamic interactions. My research addresses these queries and contributes to media effects research both theoretically and methodologically, particularly in following three fields.

1. Public Opinion Dynamics

My research has addressed the opinion dynamics in the process of evolution, including on the interaction between communicators and audience, online and offline opinion. My research focus on the agenda-setting effects of opinion, and how media influence on U.S. public opinion regarding China. These studies expanded traditional public opinion theories by addressing individual differences in agenda setting research and dynamic evolution of opinion. Recently I focused on the public opinion dynamics in an international context, especially the interaction between domestic and international public opinion.

• Su, Linsen & Li, Xigen* (2020). Perceived Agenda-Setting Effects in International Context: Media’s Impacts on Americans’ Perception toward China, the International Communication Gazette, 83(7) 708–729.
• Su, Linsen (2012). Propagandists, Profiteers or Communicators: The Role Perception of Chinese Journalists (in Chinese), Journal of International Communication, 34(08), 33-38.
• Su, Linsen (2018). Dragon in the Mind of Americans: Relationships of Americans’ Attention to China-related News with Interest, Knowledge, and Attitude (in Chinese), Journal of International Communication, 2018(05), 98-111.
• Su, Linsen (2017). American Audiences’ Use of English-language Media on China-Related Topics in US (in Chinese), Contemporary Communication, 2017(02), 47-49.
• Su, Linsen & Yi, Weifang (2014). The Impacts of Big Data Technologies on Communication Research Methods (in Chinese), Modern Communications, 2014(10), 99-102

2. Media Use and Effect

My research examine the changes of media use patterns, especially the competition of new and traditional media use. My recent work systematically examined the differential effects of media use on everyday life including civic engagement and well-being, and emotional outcomes like social isolation, with focus on the effect of algorithm recommendation on social media use. Some of my recent research projects investigated the dissemination and influence of (mis)information in China.

• Su, Linsen & Li, Xigen* (2023). The Effects of Message Attributes and Source Characteristics of News Posts on Audience Engagement on Social Media, Asian Journal of Communication, 33(4) 390-408.
• Su, Linsen (2023). How does TV Viewing Influence the Happiness? Direct Effect and Mediating Roles of Social Interaction and Materialism (in Chinese), Journal of International Communication, 2023(11), 85-104.
• Su, Linsen & Liu, Xiaoyan. (2020). Relationship between Children’s Internet Use and Academic Performance (in Chinese), Youth Studies, 2020(06), 13-23.

3. Relationship between Media Consumption and Economic Development

I systematically introduced and tested Western theories such as the Principle of Relative Constancy in the Chinese context. I highlighted the amplifying effects of media consumption on macroeconomic fluctuations in China, contrasting Western theories, and provided theoretical and practical frameworks for evaluating regional media and cultural industries.

• Su, Linsen & Chen, Shih-Chih* (2019). Exploring the Typology and Impacts of Audience Gratifications Gained from TV–Smartphone Multitasking, International Journal of Human–Computer Interaction, (36)8, 725-735.
• Chan-Olmsted, Sylvia. & Su, Linsen* (2017). Relationship between Advertising and Consumption in China: Exploring the Roles of Economic Development and Mass Media, Global Media and China, XX: 1–19.
• Su, Linsen (2010). The Relation between Media Expenditure and General Economy, China Media Research, 6(3), 13-25.
• Su, Linsen (2012). Cointegrative analysis on China’s Advertising Industry and Macro-economy since Reform and Opening-up (in Chinese). Journalism & Communication Research, 19(03), 97-108
• Su, Linsen (2012). The Dynamics Between Media Consumption and the Macro-Economy: A Comparative Study Between China and the United States (in Chinese). Beijing: China Renmin University Press.

Teaching

As an instructor of Media & Communication Studies, my primary goal is to prepare my students to succeed in a rapidly changing media environment as either industry or academic leaders. My teaching focuses on the following courses:

1. Communication Research Methods This course focuses on how to apply research methods, such as survey, content analysis, and experiments, to study communication phenomena and patterns. Through practical examples, students will learn about the communication research process, including topic selection, data collection, data analysis, drawing conclusions, and report/paper writing. The main topics of the course include:

• From Conceptualization to Operationalization: An Overview of Social Science Research
• Starting Points of Social Science Research: Theories and Literature
• Operationalization of Concepts and Variable Measurement
• Survey Research in Social Science Studies
• Principles and Implementation of Sampling Surveys
• Data Cleaning, Transformation, and Analysis for Surveys
• Public Databases and Their Applications in Communication Research
• Experimental Methods and Their Applications in Communication Research
• Content Analysis
• Descriptive and Preliminary Data Analysis
• Writing Research Report or Paper in Social Sciences

2. Social Statistics This course aims to equip students with the skills to describe and infer from data obtained. Students will learn the appropriate statistical methods dealing with various research questions, their step-by-step procedures, and how to interpret results. Guided by the principle of “learning through application,” the course integrates social statistics with research question in everyday life, making it a powerful analytical tool for understanding society. The course emphasizes the practical application of statistical analysis to journalism and communication phenomena rather than mathematical foundations. Students will gain an understanding of how to apply these statistical methods using software like SPSS. The main topics include:

• Introduction to Social Statistics
• Data Collection and Management
• Measures of Central Tendency
• Measures of Dispersion
• Parameter Estimation and Hypothesis Testing
• Comparing Means
• Chi-Square Test
• Correlation Analysis
• Linear Regression Analysis

3. Studies on Business Communication This course analyzes updated business communication cases, solidifies students’ theoretical foundation, and broadens their research perspectives to meet the demand for talents skilled in new media applications. Research-oriented teaching, guided by academic achievements, is integrated into the curriculum, encouraging active student participation in practical investigations. The course emphasizes the combination of theory and practice, fostering a synergy between teaching, research, and practical applications. The topics of the course include:

• Introduction to Business Communication
• Journalism and the Commercial Society
• Journalism, Communication, and Information Systems
• Health Belief Model and Business Communication Effects
• Key Opinion Leaders (KOLs) in Business Development
• Formation and Evolution of Business Online Public Opinion
• Rumors and Misinformation in Business Communication
• Impact of AIGC on the Business Communication Ecosystem
• National Branding and City Image Communication
• Advertising and Integrated Marketing Communication (IMC)
• Evaluation of Business Communication Effects

4. Public Opinion Studies This course provides a comprehensive exploration of public opinion, focusing on its opinion formation and dissemination, as well as its roles and influences in social life. Students will gain a theoretical and practical understanding of the key concepts, historical development, and methodologies associated with public opinion. The topics of the course include:

• Understanding Public Opinion
• Conceptualization and Historical Development of Public Opinion
• Formation of Public Opinion
• Distribution of Public Opinion
• Dynamics of Opinion Evolution
• Roles and Functions of Public Opinion in Social Life
• Management of Public Opinion in Civil Society

Services

Reviewers

• National Social Science Fund of China (2022–Present)
• Social Science Funds of Beijing (2023–Present)
• Social Science Funds of Beijing and Shanghai Shanghai (2023–Present)
• Degrees and Graduate Education Development Center, Ministry of Education, China (2018–Present)
• New Media Professional Committee, All-China Journalists Association (2022–Present)
• Over 10 Chinese or English academic journals.

Membership

• International Communication Association (ICA) (2011, 2023)
• Chinese Association for History of Journalism Communication (2018–Present)
• China Computer Federation (2021–2023)
• Health Communication Committee, Chinese Communication History Association (2021–Present)

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