Email: shiyue2@illinois.edu
Research Interests
Jennifer is currently a Ph.D. candidate at the Institute of Communications Research. Her research aims to equip communicators with theory-driven and evidence-based strategies to navigate the digital landscape more effectively. From a social scientific perspective, she examines how social media messaging strategies in Public Service Announcements (PSAs)—particularly humor and visuals—shape public opinion, cognitive processing, and behavioral intentions. She also investigates social media environments, particularly what branding content generates social buzz.
Her dissertation explores the persuasive impact of visual formats on shaping public understanding of health. Using a multi-method design combining experiments and eye-tracking, this dissertation examines the cognitive mechanisms underlying visual message processing in health misinformation contexts. This work advances theoretical understanding of how people process visual misinformation and corrections. It offers practical implications for designing effective health promotion campaigns.
Recent Publications/Presentations
McKasy, M., Yeo, S. K., Zhang, J. S.#, Cacciatore, M. A., Allen, H. W.#, & Su, L. Y.-F. (2025). Support for regulation of enhanced geothermal systems research: Examining the role of familiarity, credibility, and social endorsement. Geothermal Energy, 13(1), 19. https://doi.org/10.1186/s40517-025-00346-5
Yeo, S. K., Freiling, I., Yeon, J.#, Zhang, J. S.#,McKasy, M., Cacciatore, M. A., Su, L. Y.-F., & Siskind, S. R. (2025). Satire and perceptions of aggressiveness and trustworthiness in communication about renewable energy. Science Communication. https://doi.org/10.1177/10755470251345746
Zhang, J. S.#, & Su, L. Y.-F. (2025, November). More vivid, more deeply processed: Exploring the roles of message format in misinformation and correction of health misbeliefs. 111st National Communication Association (NCA) Annual Convention, Denver, CO.
McKasy, M., Cacciatore, M. A., Yeo, S. K., Zhang, J. S.#, Cook, J., Olaleye, R.#, & Su, L. Y.-F. (2024). Engaging the dismissive: An assessment of strategies to support global warming action. Public Understanding of Science, 33(2), 227-240. http://doi.org/10.1177/09636625231186785
Freiling, I., Cacciatore, M. A., Su, L. Y.-F., Yeon, J.#, Park, S.#, Du, W.#, Zhang, J. S.#, Yeo, S. K., & Siskind, S. (2024). Communicating about renewable energy with satire: The influence of gentle and harsh humor tones on perceived message credibility and information reliance. Science Communication.https://doi.org/10.1177/10755470241293361
Gupta, M.#, Kazybayeva, A.#, Paltaratskaya, V.#, Zhang, J. S.#, Wise, K., & Peterson, M. (2024, August). Visual attention, comprehension, and memory for visual metaphors in advertising. Presented at the 107th Annual conference of the Association for Education in Journalism and Mass Communication (AEJMC), Philadelphia, PA.
#Graduate student co-author
Courses Taught
Instructor of Record
- ADV 483 – Audience Analysis, SP26, FA25, FA23
Teaching Assistant
- ADV 283 – Advertising Research Methods, SP24
- ADV 281 – Advertising and Brand Strategy, SP23, FA22
- ADV 150 – Intro to Advertising, SP22
Awards and Honors
- S. Watson and Elizabeth Dunn Fellowship
- James Webb Young (JWY) Fund Graduate Student Research Award
- James Webb Young (JWY) Fund for Summer Research in Advertising
- AEJMC 2023 First Place MCS Faculty Paper Award
- Lynne Blanton Student Travel Award
What Most People Don’t Know about Me
I’m an outdoor sports enthusiast. I enjoy various outdoor activities, including hiking, camping, mountaineering, cycling, climbing, skiing, kayaking, fishing, kite surfing, zip-lining, and more!