Jiyoung Lee

Associate Professor, Department of Media and Communication 

Director, Media Computing Lab (MCL)

Sungkyunkwan University

My research is at the heart of the impact of emerging media on persuasive communication, with a particular emphasis on emotions. I study the effects of emerging media technology (e.g., GenAI, XR, multimodal social media content) in the context of health and risk (mis)information.

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My work centers on the "dark side", including AI-enabled mis/disinformation and virtual humans, and the "bright side", such as emerging media effects on promoting health behaviors.

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As a media scholar with a commitment to inclusivity and safeguarding vulnerable populations, my research focuses on designing effective emerging media literacy interventions that mitigate potential adverse consequences.