Texas Tech University

Rauf Arif

Assistant Professor
Journalism & Creative Media Industries

Email: rauf.arif@ttu.edu

Phone: +1.806.834.7745

Research: Social media, Health, Political, Intercultural & international


Ph.D. The University of Iowa, 2014
M.S. The University of Kansas, 2009

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Rauf Arif


Dr. Rauf Arif is an assistant professor of Journalism & Creative Media Industries at the College of Media & Communication, Texas Tech University. Born in Pakistan, Arif worked as a news reporter in Islamabad, Pakistan for over eight years, both for print and electronic media including the CNBC Pakistan TV. Arif received his M.S. in Mass Communication (2007-09) from the University of Kansas, and a Ph.D. in Mass Communication & Journalism (2009-2014) from the University of Iowa. His observations on social media and society have appeared in national and international media. Arif has a number of publications focusing on social media and social movements, the role of communication technologies in healthcare sector, cross-cultural image analysis, cross-cultural media practices, mediated public diplomacy, and the changing trends of Pakistani media in the post-9/11 era. His research is focused on photo sharing network sites, such as Snapchat and Instagram, and their impact on human communication; devising communication strategies for improving the quality of life in terms of providing better healthcare to the citizens. His active research agenda also involves the use of social media and public diplomacy to promote friendly relations between the United States and the Muslim World. Currently, Arif is working on a book project that focuses on social media and social movements in non-Western societies such as the Middle East.


As a researcher, I continue to explore the opportunities new communication technologies present for improving journalism, civic engagement, democratization, and health communication in various contexts. More specifically, I examine how people use digital media to acquire and share information in their everyday lives, and how it is transforming the traditional practices of journalism. One aspect of this research agenda is the study of the concept of civic engagement, and how they relate to political participation. I also study artificial intelligence (AI) and the use of digital media for health communication purposes in different national and cultural settings. Just like online civic engagement, research on the use of AI and social media in health sector is still scarce and the theoretical understanding of this area is far behind its practical development. I intend to work on closing this gap by investigating why online users engage in such interactions, how that affects them and how new means of digital media can be used to test existing theories besides developing new ones in the field of communications and media studies. Emerging media are now a permanent aspect of the social context of civic engagement and political participation, and I hope that my research will advance communication theory in this area.

Research Interest: Social Media & Social Movements; Artificial Intelligence; Role of Cross-Cultural Communication in Healthcare Sector; Social Media and Relationship Development; Public Diplomacy in Digital Age; International Journalism.


  • Content Analysis
  • Thematic Analysis
  • In-Depth Interviews
  • Focus Group Interviews

Research Areas

  • Social media
  • Health communication
  • Political communication
  • Intercultural & international communication


Selected Publications

  • Arif, R. (2020). Movements for Change: How individuals, social media, and Al Jazeera are changing Pakistan, Egypt and Tunisia. Peter Lang Publishing. https://www.peterlang.com/view/title/71009?tab=aboutauthor&format=HC
  • Velten, J. C., Arif, R. & Moehring, D. (2017). Managing Disclosure through Social Media: How Snapchat is Shaking Boundaries of Privacy Perceptions. The Journal of Social Media in Society. Volume 5 (2).
  • Velten, J. C., & Arif, R. (2016). When pain can be managed by managing the communication: An analysis of patient feedback on clinicians' pain management strategies (Part I). International Journal of Communication and Health. Volume 10.
  • Arif, R., Golan, G. J., Moritz, B. (2014). Mediated Public Diplomacy: U.S. and Taliban Relations with Pakistani Media. Journal of Media, War & Conflict. Vol. 7 (2). pp. 201-217. http://mwc.sagepub.com/content/7/2/2014
  • (2010). How Terrorism Killed the News: Pakistani Journalism after 9/11. Lambert Academic Publishing. http://www.amazon.com/How-Terrorism-Killed-News-journalism/dp/3838335791



Teaching Focus

Current Teaching Responsibilities 

Texas Tech University

Introduction to Media Production & Composition: JEM 2301
Broadcast Journalism: JOUR 3314
Online Journalism Production: JOUR 3311
Global Journalism: JOUR 3370
Special Topics in Electronic Media: EMC 6315
Doctor's Dissertation: MCOM 8000

Previous Teaching Responsibilities

University of Texas at Tyler

New Media Theories & Applications (Graduate Seminar), COMM 5345
Video Production, MCOM 3350
Multimedia Writing/Storytelling & PR, MCOM 4325
Multimedia Feature Writing, MCOM 3301
Writing for Mass Media, MCOM 2311
Advance Multimedia News, MCOM 4332

University of Iowa, School of Journalism and Mass Communication

Primary Instructor
Introduction to Multimedia Storytelling, 019-088:A04, Spring 2013
Introduction to Multimedia Storytelling, 019-088:A02, Fall 2012
International Journalism Issues, 019-078, Summer 2011

Teaching Assistant
Strategic Communication Campaigns: Non-profit Health PR, 019-135:001, Fall 2012
Media History & Culture, 019-091, Spring 2011
Media Uses & Effects, 019-091, Fall 2010
Cultural and Historical Foundations of Communication, 019-090, Spring 2010
Specialized Reporting and Writing: Interviewing Across Media, 019-120, Fall 2009
Media Workshop: Web Journalism Basics, 019-130, Fall 2009

Leadership & Awards

  • President South Asia Communication Association (SACA) Initiative, AEJMC. 2017-Present.
  • Research Liaison for Asia. International Communication Division (ICD), AEJMC. 2016-Present. http://aejmc.us/icd/team/
  • Reviewer & Editorial Team Member: Journal of Social Media in Society (JSMS) 2015-ongoing. http://thejsms.org/index.php/TSMRI/about/editorialTeamBio/203
  • Reviewer: Served as a reviewer for JEMFest 2017 submissions.
  • Mentorship: Serving as a mentor for Electronic Media Activities: MCTV Practicum course (EMC 3100), ongoing.
  • Member: Strategic Planning Engagement and Outreach Subcommittee, CoMC, TTU (Fall 2017-Ongoing).
  • Member: Serving on a subcommittee aimed at remodeling CoMC, TTU Website in order to highlight Faculty's research and creative contributions in a more elaborative and marketable way (2017-ongoing).
  • Reviewer: Journal of Communication Inquiry (JCI), ongoing.
  • Member, South Asia Free Media Association (SAFMA) (2004-present).
  • Recipient of Headliners Foundation of Texas tuition scholarship to participate in the TEACHAPALOOZA Technology Education Seminar, organized by Poynter Institute. The Seminar focused on learning new tools and technologies and turning data into journalism. St. Petersburg, Florida (June 12-14, 2015).
  • Recipient of the Faculty Appreciation Research Award, Department of Communication, University of Texas at Tyler (2015).
  • Recipient of the Bessie Dutton Murray Doctoral Scholar Award in the School of Journalism and Mass Communication at the University of Iowa (2011-2012).
  • Recipient of the Wilbur C. Peterson Scholarship Award in the School of Journalism and Mass Communication at the University of Iowa (2011).
  • USAID Fellowship Grantee, Social Journalism Workshop, Colombo, Sri Lanka (Dec. 2005).
  • International Academy of Leadership (IIE) Grantee, Friedrich Naumann Stiftung Foundation, Germany (May 2005).
  • IIE & Leadership Development Mechanism (LDM) Fellowship grantee,
  • Media and Reproductive Health Strategies for Advocacy and Action,  Kuala Lumpur, Malaysia (April - May 2003).
  • Silver Medal of Study Excellence, University of Bahawalpur, Pakistan (1998-2000)