Texas Tech University

Melissa Gotlieb

College of Media & Communication, Department of Advertising

Melissa Gotlieb Dr. Melissa Gotlieb is an assistant professor of advertising in the College of Media & Communication. She teaches courses on the impact of advertising on individuals and society and on the role of political advertising in election campaigns. Her research lies at the intersection of media, politics and consumer culture. Her areas of interest include:

  • media psychology
  • political communication
  • consumer behavior

Professor Gotlieb's current research draws from mass communication, political science, psychology and consumer behavior to examine the relationship between audience orientations and mass communication in the context of youth engagement in political consumerism.

Professor Gotlieb received her B.A. in journalism and psychology in 2004, her M.A. in journalism and mass communication in 2007, and her Ph.D. in mass communication with a minor in educational psychology in 2012 at the University of Wisconsin-Madison.