I am Yiwei Xu, a Ph.D. Candidate in the Department of Communication at Cornell University (Advisor: Dr. Jeff Niederdeppe). I am a member of the Health Communication Research Initiative (HCRI) and the Collaborative on Media & Messaging for Health and Social Policy (COMM HSP).
I work on examining and developing theory-driven communication strategies that address persistent and emergent public health challenges (e.g., health disparities; health misinformation; controversial risk issues; etc.). I study health communication through the lens of individual level interventions, collective behavior analysis, and message evaluation in the information ecosystem, with the goal of promoting policy change and health equity.
Effects of Strategic Messages on Promoting Health Behaviors and Policy Change
Xu, Y., Margolin, D., & Niederdeppe, J. (2021). Testing strategies to increase source credibility through strategic message design in the context of vaccination and vaccine hesitancy. Health Communication, 36(11), 1354-1367.
Xu, Y., Winett, L. B., Niederdeppe, J. (2021). Evidence of heterogeneity in the direction and magnitude of narrative effects on transportation and counterarguing across three independent samples. International Journal of Communication. 15. 5135–5157.
Niederdeppe, J., Winett, L.B., Xu, Y., Fowler, E. F, & Gollust, S. E. (2021). Evidence-based message strategies to increase public support for state investment in early childhood education: Results from a longitudinal panel experiment. The Milbank Quarterly. 1-44.
Winett, L. B., Niederdeppe, J., Xu, Y., Gollust, S. E., & Fowler, E. F. (2021). When “tried and true” advocacy strategies backfire: Narrative messages can undermine state legislator support for early childcare policies. The Journal of Public Interest Communications, 5(1), 45-45.
Ash, E., Xu, Y., Pool, R., Schulenberg, K., Mikkilineni, S. D., & Baraka, T. (revise and resubmit). Exemplification effects on policy support: Exemplar familiarity, narrative vividness, and perceptions of maternal health disparities.
Understanding and Evaluating Media Messaging about Health Equity
Xu, Y., Farkouh, E. K., Dunetz, C. A., Varanasi, S. L., Mathews, S., Gollust, S. E., Fowler, E. F., Moore, S., Lewis, N. A., Niederdeppe, J. (2022). Local TV news coverage of racial disparities in COVID-19 during the first wave of the pandemic, March-June 2020. Race and Social Problems.
Advancing Health Communication Theories by Integrating Big, Observational Data
Xu, Y., & Margolin, D. (revise and resubmit). Collective information seeking during a health crisis: Predictors of Google Trends during COVID-19.
Methods, Data Analytics
e.g., Media effects and message effects; Selective exposure
e.g., TV News video content in-depth coding
e.g., Supervised machine learning for textual analysis
Big Data Analysis
e.g., Google Trends analysis; Large scale news transcription analysis
Advanced Statistical Methods
e.g., Multilevel modeling; time series analysis; SEM; etc.