Dr. Yachao Li, Associate Professor of Communication Studies and Public Health, has published two significant research papers in collaboration with international scholars, advancing our understanding of climate change communication and youth media exposure.
In the first study, published in Curator: The Museum Journal, Dr. Li worked with researchers from the Natural History Museum of Denmark to examine how different approaches to climate change museum messaging affect public response. The research found that messages focusing on systemic solutions and renewable energy transition generated more hope among audiences compared to traditional climate communication approaches.
“Our findings suggest that museums and other institutions should emphasize the achievability of systemic changes in climate communication,” said Dr. Li. “When people understand that solutions like renewable energy are becoming increasingly viable, they’re more likely to engage in both systemic and individual climate action.”
In a separate study published in the Journal of Medical Internet Research, Dr. Li collaborated with researchers from Vietnam’s Hanoi University of Public Health and Georgia State University to analyze tobacco and alcohol content in popular Vietnamese YouTube music videos. The study revealed that one-third of top music videos contained alcohol-related content, while nearly 9% featured tobacco-related content, raising concerns about youth exposure to substance use through social media.
“These findings highlight the need for stricter regulations regarding substance-related content on platforms like YouTube, especially given their popularity among young audiences,” Dr. Li explained.
Both studies reflect TCNJ’s commitment to fostering international research collaborations that address pressing global challenges. Dr. Li’s work bridges communication studies and public health, demonstrating the value of interdisciplinary approaches to understanding and addressing complex societal issues.