Sang-Hwa Oh

Sang-Hwa Oh
Assistant Professor in Advertising
120 Gregory Hall
  • PhD, University South Carolina 
  • MA, Sogang University 
  • BA, Ewha Womans University 
  • Assistant Professor of Advertising
  • Assistant Research Professor at Institute of Communications Research
  • Affiliate Faculty, School of Information Sciences Informatics Programs
Course Specialties
  • Public Relations Strategies
  • Persuasion and Consumer Response
  • Graduate Seminar II
  • Public Relations Principles
  • Communication Research Methods
  • Public Relations Campaigns
  • Social Media Strategy

I came to the College of Media after spending two years at the Department of Communication at Appalachian State University as an Assistant Professor. Prior to joining academia, I had worked at Samsung iMarketKorea for five years as a communication manager.


2020: Listed as the 5th most read article in Health Communication since 2011. (As of May 6, 2021, a total of 16,725 views.)

2016: Rainbow Top Research Paper Award, Korea Health Communication Association.

2015: Red Raider Public Relations Research Award, International Public Relations Research Conference.

2014: Outstanding Graduate Student Research Award, University of South Carolina.

2011: Third-Place Award, Communicating Science, Health, Environment, and Risk Division, 94th annual conference of the Association for Education in Journalism and Mass Communication.

Research/Creative Endeavor

I am interested in exploring how social media and emerging communication technologies can promote health prevention and social change in the context of science and health issues. Specifically, I tackle four main research themes: 1) how traditional and social media present emerging science, health, environment, and risk issues via content analysis and computational analysis methods, 2) what role the media play in affecting the general public’s understanding of the issues, and behaviors at individual- and policy-levels, 3) what kind of misinformation regarding the issues is spread and how to mitigate any harmful consequences of misinformation, and 4) how organizations can achieve their missions in a rapidly changing environment via strategic communication focusing on the role of transparent communication, trust, and emotions.

Select Publications

Oh, S.-H., Lee, S-Y., & Han, CH. (2020). The effects of social media use on preventive behaviors during infectious disease outbreaks: The mediating role of self-relevant emotions and public risk perception. Health Communication.

Kim, HB., Kim, S.-H., Jang, JH., Shim, J.C., & Oh, S.-H. (2018). Elaborative processing that matters: A study on factors influencing perceived risks of food and medicine safety. Journal of Public Relations, 22(3), 33-54.

Kim, S.-H., Tanner, A. H., Forster, C. B., Oh, S.-H., & Jang, JH. (2017). News focuses on individuals for rising health care costs. Newspaper Research Journal, 38, 293–305.

Kim, H., Kim, S.-H., Frear, C., & Oh, S.-H. (2016). News photos of scientists skew race but not gender. Newspaper Research Journal, 37, 261–274.

Oh, S.-H., Kim, S.-H., Kim, HB., & Kim, SY. (2016). Framing genetically modified (GM) foods: An analysis of news coverage of how to think about GM foods in South Korea. Health Communication Research, 14, 29-61. 

Paek, H.-J., Oh, S.-H., & Hove, T. (2016). How fear-arousing news media can affect risk perceptions and interpersonal communication. Health Communication, 31(9), 1051-1062.

Oh, S.-H., Paek, H.-J., & & Hove, T. (2015). Cognitive and emotional dimensions of perceived risk characteristics, genre-specific media effects, and risk perceptions: The case of H1N1 influenza in South Korea. Asian Journal of Communication, 25 (1), 14-32.
*Selected as one of the 6 finalists for the ComSHER Article of the Year award, 2016, Association for Education in Journalism and Mass Communication.

Kim, S.-H., Kim, HB., & Oh, S.-H. (2014). Talking about genetically modified (GM) foods in South Korea: The role of the Internet in the spiral of silence process. Mass Communication & Society, 17 (5), 713-732.

Besley, J. C., & Oh, S.-H. (2014). The impact of accident attention, ideology and environmentalism on American attitudes toward nuclear energy. Risk Analysis, 34 (5), 949-964.

Kim, S.-H., Besley, J. C., Oh, S.-H. & Kim, S. Y. (2014). Talking about bio-fuel in the news: Newspaper framing of ethanol stories in the United States. Journalism Studies, 15 (2), 218-234.

Besley, J. C., Oh, S.-H., & Nisbet, M. A. (2013). Predicting scientists’ participation in public life. Public Understanding of Science, 22 (8), 971-987.