TTU Home Media & Communication Graduate Program Graduate Faculty

Melissa Gotlieb

Melissa Gotlieb

Assistant Professor
Department of Advertising

About Me

I enjoy traveling, trying new food, and the antics of my mischievous but also incredibly clumsy cat.

Classes Taught

ADV 3320: Advertising and Society
ADV 4301: Special Topics in Advertising: Political Advertising

Experience

Before coming to Texas Tech, Dr. Gotlieb worked as a teaching assistant and research assistant at the University of Wisconsin. During her time as a graduate student, she also worked as a consultant on various projects and campaigns for non-profit organizations including KETC St. Louis Public Television.

Research

Dr. Gotlieb's research lies at the intersection of media, politics, and consumer culture. She is particularly interested in the interaction between audience orientations and media messages in the context of youth engagement in expressive politics, such as political consumerism. Her research draws from mass communication, psychology, political science, and marketing.

Education

Ph.D., University of Wisconsin-Madison (Mass Communication, minor in Educational Psychology)
M.A., University of Wisconsin-Madison (Journalism & Mass Communication)
B.A., University of Wisconsin-Madison (Journalism, Psychology)

Awards

Dr. Gotlieb has received top paper awards from the Association of Education in Journalism and Mass Communication and the Midwest Association for Public Opinion Research.
Dr. Gotlieb was also the recipient of a doctoral candidate fellowship at the University of Wisconsin.

Publications in Last 5 Years

Gotlieb, M. R., & Wells, C. (forthcoming). From concerned shopper to dutiful citizen: Implications of individual and collective orientations to political consumerism. The ANNALS of the American Academy of Political and Social Science.

Carr, D. J., Gotlieb, M. R., Lee, N. J., & Shah, D. V. (forthcoming). Examining trends in overconsumption, competitive consumption, and conscious consumption from 1994-2004: Disentangling cohort and period effects. The ANNALS of the American Academy of Political and Social Science.

Kim, Y. M., Wang, M., Gotlieb, M. R., Gabay, I., & Edgerly, S. (forthcoming; published OnlineFirstTM in December 2011). Ambivalence reduction and polarization in the campaign information environment: The interaction between individual-level and contextual-level influences. Communication Research.

Cho, J., Shah, D. V., McLeod, J. M., McLeod, D. M., Scholl, R. M., & Gotlieb, M. R. (2009). Campaigns, reflection, and deliberation: Advancing an O-S-R-O-R model of communication effects. Communication Theory, 19, 66-88.