Digital Media and Communication Research Group

At the Digital Media and Communication (DMC) research group, we study how we communicate and interact with digital media about health and political issues. We conduct theory-based, culturally sensitive, and interdisciplinary research using quantitative research methods. If you have any questions, please email Dr. Sun Hong (sunhong@unm.edu).

2024 DMC Research Group Meeting DMC

Our Research

• Choi, M., Hong, Y., & Kwon, H. (2025). Identifying Instagram user profiles: Who uses Instagram to get information about current public issues? Atlantic Journal of Communication. 33(2), 295-310. https://doi.org/10.1080/15456870.2024.2431288. - This study was featured in the UNM Newsroom. You can read Sunny Choi’s interview here.

• Hong, Y., & Hashimoto, M. (2023). I will get myself vaccinated for others: The interplay of message frame, reference point, and perceived risk on intention for COVID-19 vaccine.  Health Communication, 38(4), 813-823.  https://doi.org/10.1080/10410236.2021.1978668

• Kim, L., Hong, Y., Abrar, S., & FitzGerald, C. A. (2023). Relationships Between Social Media Use, Exposure to Vaccine Misinformation and Online Health Information Seeking Behaviour.  Journal of Creative Communications,  18(2), 199-213.  https://doi.org/10.1177/09732586231166111

Current Projects

We are conducting multiple projects about "Social Media Use, Health Communication, and Preventive Behaviors".

• Exposure to Social Media Information about Contraceptives and Information Seeking Intention: The Role of Anticipated Discrimination (Taylor & Hong)
• Social Media Exposure and Safer Sex Communication among College Students: Perceived STIs Risks and Peer Norms (Choi)
• How Social Media Influencers Affect Perceived Norms about Birth Control Pills (Hong & Taylor)

Our additional projects include:

• Mitigating parental vaccine hesitancy for children under age 12: The role of perceived prevalence of COVID-19 vaccination (Choi, Hong, & FitzGerald)
• An Examination of Government Trust, YouTube, and Instant Messenger in the Formation of Social Norms for Health Prevention: The Early Stages of COVID-19 (Taylor, Hong, Choi, & Yoo).
• Examining the relationship between the desire for social visibility and mental health concerns among young adolescents: The moderating role of expressive social media engagement (Choi, Hong, Udebunu, Chakraborty, & FitzGerald)

Director

Yangsun Hong

Associate Professor

sunhong@unm.edu

Interests

social determinants of health inequities, communication inequalities, social norms approach, perception of media bias, misinformation, intersectionality, public opinion, political conversation, political participation, stigma

Graduate Students

Jayita Chakraborty

Ph.D. student

jaychak@unm.edu

Interests

Health communication, Gender and sexuality, New media, Information dissemination

Moonsun Choi

Ph.D. candidate

moonsunchoi@unm.edu

Interests

Normative influence, Gender norms, Media effect, Social media use, Family communication, Sexual and reproductive health

Rachel Taylor

Ph.D. candidate

rtaylor6@unm.edu

Interests

Media studies, health communication

Nnenna Udebunu

Ph.D. student

nudebunu123@unm.edu

Interests

Inclusiveness in health communication, gender studies, and new media

Alumni

Courtney FitzGerald

Sr. Research Scientist, Prevention Research Center, University of New Mexico

Mika Hashimoto

Research Coordinator, Project ECHO

Hyerin Kwon

Ph.D. student, School of Journalism & Mass Communication, University of Wisconsin-Madison

Sumaira Abrar

Data Analyst II, Accountability & Compliance Bureau, Albuquerque Police Department