Know the way, walk it.


Dr. Bu Zhong - Teaching & Research


Dr. Zhong is a tenured pofessor in the Donald P. Bellisario College of Communications, Pennsylvania State University. He is also a faculty affiliate at Center for Advanced Data Assimilation and Predictability Techniques (ADAPT), Media Effects Research Lab, ICT4D Consortium, and the senior research fellow of the John Curley Center for Sports Journalism. At Penn State, he teaches social media analytics, news media ethics, television reporting and international mass communication for undergraduates, and social media communication and social media research methods & trends for graduate students. Most of the social media-related courses are the first of their kind offered at major U.S. universities.


His research applies decision-making theories to studying how information processing may affect cognition, mental health, well-being, and behavior change. He has proposed theoretical models for analyzing the associations between information use and behavior change among those in special demographic categories, such as overseas journalists, patients with complex chronic conditions, bus drivers, or victims of opioid epidemic. His recent work centers on analyzing the impact of distinct information flows like news, branding or health information on users' values, beliefs, and behaviors, in which the role of information and communication technology (ICT) is particularly scrutinized.

He proposes and verify the concept of "power use" of ICT applications like social media or mobile technology. He and his colleageus develop the Algorithm Acceptance Model. Overall, his research addresses human interaction with ICT, not ICT per se. Special attention has been paid to research projects with profound social consequences and implications. His research has been published in Journal of Communication, Journalism and Mass Communication Quarterly, Computers in Human Behavior, International Journal of Information Management, Mass Communication and Society, Journalism and Mass Communication Educator, Newspaper Research Journal, Asian Journal of Communication and International Journal of Sports Communication.


Before he joined the Penn State faculty, he had been a journalist at China Daily in Beijing, CNN Washington D.C. Bureau and CNN/USA in Atlanta. He holds a Ph.D. degree in journalism and public communication from the Philip Merrill College of Journalism, University of Maryland - College Park, and a Master's degree in broadcast journalism from Missouri School of Journalism, University of Missouri-Columbia. Please visit Dr. Zhong's faculty webpage in the Donald P. Bellisario College of Communications, Penn State.