Texas Tech University

Center for Communication Research


About CCR

The Center for Communication Research houses state-of-the art technology for studying all facets of audience response to media messages—video, audio, online, commercial, informational and more. The CCR contains more than 6,000 square feet of research labs and provides research services to those both within and beyond the Texas Tech community. Click below to learn more about our labs and services.

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Our Services

The CCR provides comprehensive research solutions using state-of-the-art tools including dial-testing, eye-tracking and biometric measurement of audience response.

In addition to supporting research within the College of Media and Communication and Texas Tech University, the CCR also works with partners outside the academic community.





  • Faculty and Graduate Students Represent CoMC at 2016 AEJMC Conference -

    By: Rachel Blevins

    The Texas Tech University College of Media & Communication was represented at the annual Association for Education in Journalism and Mass Communication conference on Aug. 4-7 with six "top paper" awards and 45 presentations from faculty and graduate students.

    Glenn Cummins, associate dean for research, won the first place faculty paper award in the advertising division for his work on "Processing Capacity in Visual Search: The Impact of Visual Salience and Involvement on Attention."

    "Conferences like AEJMC are a great way to help spread the word about what great scholars we have here at Texas Tech," Cummins said. "Researchers from other universities really do pay attention to who wins these awards, and it's great to see the College of Media & Communication win so many of these."

    Nathian Rodriguez, a mass communications doctoral student, won the top student paper award in the mass communication and society division for his paper, "Negotiation of Sexual Identity in Gay On-Air Talent on West Texas Mainstream Media."

    Rodriguez will start as an assistant digital studies professor at San Diego State University in the fall, and he said he was honored to receive the award for his work during his time as a graduate student at CoMC.

    "It's such a great honor," Rodriguez said. "The fact that the paper is a qualitative auto-ethnography on LGBT issues in media makes it even more rewarding."

    Lea Hellmueller, a former journalism professor, and Sadia Cheema, a mass communications doctoral student, received the international communication division third place faculty paper award for their work on "Construction Through the Collaboration of Global News Startups with Freelancers."

    Justin Keene, an assistant electronic media & communications professor, Eric Rasmussen, an assistant public relations professor, and CoMC doctoral students Collin Berke, Travis Loof and Rebecca Densley, won the first place faculty paper award in the mass communication and society division, for their paper, "Co-viewing as Social Facilitation of Children's Cognitive Processing of Educational Television Content."

    Loof said he was excited to receive national recognition for the paper, and Berke noted that it would not have been possible without the resources provided by Texas Tech within CoMC.

    "Understanding how children and parents consume media is an important topic for families across the globe," Loof said. "We were excited to have a national conference showcase the important research we conduct here at Texas Tech."

    Yunjuan Luo, an assistant journalism professor, and Alexander Moe, a mass communications doctoral student, won the top faculty paper award in the Communication Theory and Methodology Division for their work on, "A Meta-Analysis of News Media's Agenda-Setting Effects, 1972-2015."

    Nicole Lee, a mass communications doctoral student, won the top student paper award in the Communicating Science, Health, Environment and Risk Division, for her paper "Testing the Effects of Dialogic Communication on Attitudes and Behavioral Intentions Related to Polarized and Non-polarized Scientific Issues."

    Lee will start as an assistant public relations professor at North Carolina State University in the fall, and she said that because her submission was part of her dissertation for CoMC, she was excited to see that her hard work had paid off.

    "It means a lot that my last project as a student, my dissertation, was recognized as a top student paper," Lee said. "Receiving this award was a great way to end my time at Texas Tech. It's exciting to see how many top papers our college received and to be among them."


  • Berke, C. K., Loof, T., Densley, R., Rasmussen, E., Keene, J.R. (August, 2016). Co-viewing as social facilitation of children's cognitive processing of educational television content. Paper presented to the Mass Communication and Society Division at the annual meeting of the Association of Education in Journalism and Mass Communication, Minneapolis, Minnesota.


  • The College of Media and Communication graduate faculty and students had impressive showing at the recent AEJMC conference in San Francisco, CA, August 6-9, 2015
    • Abitbol, A. & Lee, S. Y. Engaging the public with corporate social responsibility (CSR) activities through social media: A content analysis of Fortune 500 companies' CSR Facebook pages.
    • Berke, C., & Keene, J. R. The effects of camera angle, arousing content and fanship on the cognitive processing of sports messages.
    • Bouchillon, B. C., & Gotlieb, M. R. Making them count: Socializing on Facebook to optimize the accumulation of social capital.
    • Fuhlhage, M., Shaw, D., Holman, L., Lee, S. Y., & Moldoff, J. Blowing embers: An exploration of the agenda-setting role of books.
    • Gearhart, S., & Zhang, W. Social media, selective exposure & the spiral of silence, oh my!
    • Gotlieb, M. R. & Cheema, S. From consumer to producer: Relating orientations, internet use, and lifestyle and contentious political Consumerism.
    • Hellmueller, L. & Zhang, J. Examining global journalism: How global news networks frame the ISIS threat.
    • Jeong, Y. & Lee, S. Y. Determining the factors influencing the news values of international disasters in the U.S. news media.
    • Lee, N., VanDyke, M. S., & Cummins, R. G. A missed opportunity?: NOAA's use of social media to communicate climate science.
    • Lee, N. , & White, S. Cultivating gender stereotypes: Pinterest and the user-generated housewife?
    • Lee, S. Y., Kim, H., & Gilmore, K. Window dressing or public education? How oil companies websites address public concerns about hydraulic fracturing.
    • Lee, S. Y., & Rim, H. The role of company-cause congruence and the moderating effects of organization-public relationships on the negative spillover effects of partnerships.
    • Loof, T. Parasocial processing of a situational comedy: An experimental study.
    • Kaufhold, K., & Shafer, A., & Luo, L. Applying health behavior theories to the promotion of breat tissue donation among Asian Americans.
    • McLaughlin, B., Rodriguez, N. S. Identifying with a stereotype: The divergent effects of exposure to homosexual television characters.
    • McLaughlin, B., Thompson, B. Except if he's black: How race conditions the effect of religious cues on candidate evaluation.
    • Ortiz, R., Shafer, A., & Bobkowski, P. Sexual intensity of adolescents' online self-presentations: Joint contribution of identity and media consumption
    • Rasmussen, E. E., Shafer, A., Colwell, M. J., Punyanunt-Carter, N., White, S. R., Densley, R., & Wright, H. Impact of Daniel Tiger's Neighborhood and active mediation on preschoolers' social and emotional development.
    • Rodriguez, N. S. Strategic communication through social media by LGBTI NGO's
    • Thompson, B. & Ortiz, R. Frat daddies and sorostitutes: How TotalFratMove.com and greek identity influence greek students' rape myth acceptance. (2nd place faculty paper).
    • VanDyke, M. S., & Callison, C. PR credibility as news unfolds: How perceptions gauged in real time and post exposure differ.
    • VanDyke, M. S., & Zhang, W. How to promote green social capital?: Investigating communication influences on environmental issue participation.


  • Cummins, R.G., & Hahn, D. (2013). Re-presenting sport: How instant replay and perceived violence impact enjoyment of mediated sports. Mass Communication and Society, 16, 787-807.
  • Cummins, R.G. (2014). Psychophysiological measurement and meaning. [Book review]. Journal of Broadcasting & Electronic Media, 58, 154-156.

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