Media effects and persuasion
313 Baldy Hall
Buffalo NY, 14260
Phone: (716) 645-1158
Yotam Ophir’s research focuses on media effects and persuasion, combining novel computational tools for automated content analysis, such as machine learning, topic modeling, and network analysis, with experimental and survey designs, to study media content and its effects on audiences.
Ophir's research has spanned over several topical areas in communication research, focusing on the influence of health, science, and political texts on individuals and societies. These included, for example, the influence of misinformation about tobacco and vaccines; the impact of media narratives about science and scientists; the effects of media coverage of epidemics; the effects of WikiLeaks content on the 2016 elections; the effects of story-driven graphic warning labels on cigarette packages; and the ways in which terrorist groups use the web to gain support for their causes through personal narratives.
In addition to these lines of work, Ophir maintains a line of methodological work, where he attempts to develop computational tools for automated content analysis, that could be harnessed by communication researchers for better understanding media texts through novel and traditional theoretical perspectives, such as framing.