Leona Yi-Fan Su

headshot of Leona Yi-Fan Su
Assistant Professor
5 Gregory Hall
  • PhD, University of Wisconsin-Madison (Mass Communications)
  • MPA, University of Wisconsin-Madison (Public Affairs)
  • MS, National Taiwan University (Chemistry)
  • BS, National Chiao-Tung University (Applied Chemistry)
Course Specialties
  • ADV 490: Social media analytics
  • ADV 492: Tech and advertising campaigns

Su joined the College of Media in 2018 after spending 2 years at the Department of Communication at the University of Utah as an Assistant Professor, where she was also a faculty affiliate at the Global Change and Sustainability Center.

Research/Creative Endeavor

Su's research focuses on examining the interplay between media and society, particularly how social media and new technologies influence human communication and social behaviors in the context of scientific and health topics. Her research has appeared on New Media & Society, Information, Communication & Society, Journalism & Mass Communication Quarterly, Science Communication, and Science and Public Policy among others.

She is enthusiastic about engaging in a range of interdisciplinary and collaborative research projects on science and health issues. She also enjoys collaborating with students on research and welcomes students to contact her if they are interested in learning more about her research or working with her on research projects.

Select Publications
  • Li, N. & Su, L. Y.-F. (forthcoming). Message framing and climate change communication: A meta-analytical review. Journal of Applied Communications.
  • Yeo, S. K., Su, L. Y.-F., Scheufele, D. A., Brossard, D., Xenos, M. A., & Corley, E. A. (2019). The effect of comment moderation on perceived bias in science news. Information, Communication & Society, 22(1), 129-146. doi: 10.1080/1369118X.2017.1356861
  • Su, L. Y.-F., Xenos, M. A., Rose, K. M., Wirz, C. D., Scheufele, D. A., & Brossard, D. (2018). Uncivil and personal? Comparing patterns of incivility in comments on the Facebook pages of news outlets. New Media & Society, 20(10), 3678-3699. doi: 10.1177/1461444818757205
  • Su, L. Y.-F., Scheufele, D. A., Bell, L., Brossard, D., & Xenos, M. A. (2017). Information-sharing and community-building: Exploring the use of Twitter in science public relations. Science Communication, 39(5), 569-597. doi: 10.1177/1075547017734226
  • Su, L. Y.-F., Akin, H., & Brossard, D. (2017). Methods for assessing online climate change communication, social media discussion, and behavior. In M. C. Nisbet, S. S. Ho, E. Markowitz, M. S. Schafer, & J. Thaker (Ed.), The Oxford Encyclopedia of Climate Change Communication. New York, NY: Oxford University Press. doi: 10.1093/acrefore/9780190228620.013.492
  • Su, L. Y.-F., Cacciatore, M. A., Liang, X., Brossard, D., Scheufele, D. A., & Xenos, M. A. (2017). Analyzing public sentiments online: Combining human- and computer-based content analysis. Information, Communication & Society, 20(3), 406-427. doi:10.1080/1369118X.2016.1182197
  • Spartz, J. T., Su, L. Y.-F., Griffin, R., Brossard, D., & Dunwoody, S. (2017). YouTube, social norms and perceived salience of climate change in the American mind. Environmental Communication, 11(1), 1-16. doi:10.1080/17524032.2015.1047887
  • Su, L. Y.-F., Cacciatore, M. A., Brossard, D., Corley, E. A., Scheufele, D. A., & Xenos, M. A. (2016). Attitudinal gaps: How experts and lay audiences form policy attitudes toward controversial science. Science and Public Policy, 43(2), 196-206. doi:10.1093/scipol/scv031
  • Su, L. Y.-F., Akin, H., Brossard, D., Scheufele, D., & Xenos, M. (2015). Science news consumption patterns and their implications for public understanding of science. Journalism & Mass Communication Quarterly, 92(3), 597-616. doi: 10.1177/1077699015586415
  • Su, L. Y.-F., Cacciatore, M. A., Scheufele, D. A., Brossard, D., & Xenos, M. (2014). Inequalities in scientific understanding: Differentiating between factual and perceived knowledge gaps. Science Communication, 36(3), 352-378. doi: 10.1177/1075547014529093