Dr. Gregory Gondwe researches contemporary media ecosystems and their implications on society. His scholarly works are based on the interrogation of the effects of persuasive media messages across cultural and geographical boundaries. Essentially, he examines how individuals and groups of different backgrounds assimilate and accept information as either true or false. He asks questions like, “What makes one believe and trust in one kind of information over the other? How do news organizations monetize attention in the digital world? To what extent are people with strong cultural backgrounds affected by the media messages? Most of these issues are measured quantitatively through the use of digital methodologies, big data analyses, network analysis, natural language processes (NLP), and machine learning.) Dr. Gondwe employs media effects theories such as Framing, Agenda-Setting, and the Elaboration Likelihood Model of Persuasion (ELMP) to explain the phenomena.
Dr. Gregory Gondwe researches contemporary media ecosystems and their implications on society. His scholarly works are based on the interrogation of the effects of persuasive media messages across cultural and geographical boundaries. Essentially, he examines how individuals and groups of different backgrounds assimilate and accept information as either true or false. He asks questions like, “What makes one believe and trust in one kind of information over the other? How do news organizations monetize attention in the digital world? To what extent are people with strong cultural backgrounds affected by the media messages? Most of these issues are measured quantitatively through the use of digital methodologies, big data analyses, network analysis, natural language processes (NLP), and machine learning.) Dr. Gondwe employs media effects theories such as Framing, Agenda-Setting, and the Elaboration Likelihood Model of Persuasion (ELMP) to explain the phenomena.