Prof. LI Xigen (李喜根)

Dr. Li joined the faculty in January 2008. Before that, he taught at Louisiana State University, Arkansas State University and Southern Illinois University for a total of nine years. Dr. Li teaches television news reporting and production, media and society, communication fundamentals, international communication, and quantitative research methods.

Dr Li's research focuses on impact of communication technology on mass communication, media use and communication behavior on the Internet, media effects in the digital age, and social influence on media content. His publications appeared in Journal of Communication, Journalism and Mass Communication Quarterly, Journal of Broadcasting and Electronic Media, Journal of Computer-mediated Communication, New Media and Society, and Communication Yearbook.

• Media Use and Communication Behavior on the Internet
• Media Effects in the Digital Age
• Social Influence on Media Content

Ongoing Projects

• Media Exposure and Protective Behavior during a Public-Health Emergency
  

  Dr. Li received General Research Fund (GRF) (HK$541,232) from University Grant Committee (UGC) of the Hong Kong Special Administrative Region in 2014 for the research project investigating media exposure and protective behavior during a public health emergency.

• Acquisition and Processing of Health Enhancement Advice and Behavioral Beliefs and Intentions
  

  This project will explore how the acquisition and processing of health enhancement advice from the media influence behavioral beliefs and intentions. Need for cognition, information channel beliefs and information sufficiency will first be tested as antecedents of two types of information acquisition, namely, information seeking and scanning, and two modes of information processing, namely, heuristic and systematic. Information acquisition and processing will then be examined to identify their respective effects on behavioral beliefs and intentions. Finally, the mechanism by which information acquisition and processing affect behavioral beliefs and intentions mediated by health consciousness and perceived efficacy will be examined.