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.




  • 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.
  • Cummins, R.G. (2014). Eye tracking and visual attention to sports in new media. In A. Billings & M. Hardin (Eds.), Handbook of Sports and New Media (pp. 271-284). Thousand Oaks, CA: Sage.


  • Autumn Shafer and Rebecca Ortiz had their abstract titled, "Assessing the Feasibility of Clinicians Communicating Via Social Media and Text Messaging With Adolescents about HPV Vaccination" accepted for presentation at the 2014 Pediatric Academic Societies and Asian Society for Pediatric Research Joint Meeting in Vancouver, BC, Canada from May 3-6, 2014. Ortiz and Shafer are first and second authors, respectively, in collaboration with colleagues from the University of North Carolina at Chapel Hill.

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