Yijia (Erika) Zhu
YEE-jyah (AIR-ih-kuh) JOO
PhD student in Communication @ University of Wisconsin–Madison
I study how media shapes what we believe and how to make them work better for knowledge, democracy, and the public good.
My research explores how people navigate AI-driven and algorithmic media environments, where information overload, misinformation, and polarization pose significant challenges. I investigate how people self-select information within these complex environments and how media and personal factors shape beliefs, attitudes, and behaviors across science, health, and political communication.
As an interdisciplinary scholar with an engineering background, I combine computational data analysis with traditional quantitative methods, particularly surveys and experiments, and integrating digital trace data (e.g., clicks, viewing duration, and social endorsements) with self-reported measures. My goal is to develop evidence-based strategies that support informed, deliberative communication while countering adverse effects such as misinformation, polarization, and conspiracy theories.
My work has been published in peer-reviewed journals, including Human Communication Research, Information, Communication & Society, Journal of Health Psychology, among others.
01/2026: First-authored paper The Power of Context published in Human Communication Research.
08/2025: First-authored paper ‘Hook’-Shaped Polarization published in Information, Communication & Society.
04/2025: Received the Nellie McCannon Scholarship from UW–Madison ($1,500).
08/2024: Began serving as a Project Assistant in Science Communication Incubator (SCI) Lab, funded by Morgridge Institute for Research.
08/2024: Continuing my PhD in the Department of Life Sciences Communication at UW–Madison, advised by Prof. Dietram A. Scheufele and Prof. Dominique Brossard.
07/2024: First-authored paper What Motivates Information (Non-)Seeking Behaviors about a Healthy Diet? published in Journal of Health Psychology.
06/2024: Served as Panel Chair for the Environmental Communication Division at the 74th Annual ICA Conference.
04/2024: Serving as a Research Fellow on the grant “Public Reactions to Promotional Campaigns and Concerns Surrounding AI Utilization” (PI: Dr. Hao Xu), funded by the 2024 Early Career Researcher Grant, University of Melbourne (AUD $25,000).
05/2023: Co-first-authored paper What Motivates People to Counter Misinformation on Social Media? published in Online Information Review.
01/2023: Began serving as a Lecturer and Research Assistant in the Department of Media, Knowledge and Communication at the University of Augsburg (Germany), under the supervision of Prof. Sebastian Scherr.
09/2021: Enrolled in PhD program in the Department of Communication & Journalism, Texas A&M University, advised by Prof. Sebastian Scherr.