As a computational social scientist, I study how artificial intelligence and digital media reshape persuasion, representation, and audience response, spanning advertising and public relations, health communication, and platform society. I combine large-scale computational analysis with experimental and interpretive methods to ask social questions at the scale digital platforms now operate.
How audiences and consumers respond to AI-generated versus human-generated content, virtual influencers, and algorithmically mediated communication, and what these shifts mean for persuasion, authenticity, and trust.
Consumer reactions to rainbow-washing and performative advertising, diversity and representation in virtual influencer campaigns, disability and gender representation, and strategic communication across digital and traditional platforms.
Reproductive health, contraceptive risk negotiation, health misinformation, and social support in pseudonymous online communities, including how for-profit actors disguise persuasion as peer support.
Cross-cultural media framing, feminist digital activism, gendered narratives, and information integrity across Reddit, Instagram, and TikTok, with attention to marginalized communities and the Global South.
A human-in-the-loop approach to validating large language model classifications in sensitive communication contexts, developed to bring rigor and transparency to computational text analysis in health and social domains.