Sylvia Chan-Olmsted University of Florida

Sylvia Chan-Olmsted

Professor/Director

chanolmsted@jou.ufl.edu
  • Gainesville FL UNITED STATES
  • College of Journalism and Communications

Sylvia Chan-Olmsted researches cross-platform media consumption and AI applications in media and marketing communications.

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Biography

Sylvia Chan-Olmsted is a professor in the College of Journalism and Communications. Her research expertise includes digital, mobile and cross-platform media consumption, brand and media engagement, brand trust, competition between legacy and emerging media platforms, and AI applications in media and marketing communications. Sylvia's current studies involve audience engagement, media brand trust measurement, and AI personalization/business adoption. Sylvia served as the research association dean for six years. She is currently the director of media consumer research who develops applied research projects with industry partners on emerging media technology consumption
topics.

Industry Expertise

Advertising/Marketing
Media - Broadcast
Market Research
Media - Online
Social Media
Research

Areas of Expertise

Media Management and Economics
Communication Technology
Brand Relationships
Artificial Intelligence
Media Competition
Audience Research
Consumer Insights
Strategic Planning
Digital and Mobile
Emerging Media
Social Marketing
Social Media
Fake News
Branding
Research

Media Appearances

Can you spot a deep fake? Latest technology makes it harder to catch

NBC 2  online

2021-05-03

“It is extremely easy now to create realistic fake visuals,” said Sylvia Chan-Olmsted, the director of Media Consumer Research at the University of Florida. “It’s able to really learn from looking at a lot of images and to recreate and kind of swap and mask.”

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CUTTING the CORD

Naples Florida Weekly  online

2018-03-15

Sylvia M. Chan-Olmsted, a University of Florida professor and director of media consumer research, said she canceled her own traditional pay TV service in favor of streaming apps including Netflix and Amazon. “And I don’t feel like I miss it at all,” she said.

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Media seek 'emotional engagement' of audiences

News Entrepreneurs  online

2017-12-15

Sylvia Chan-Olmsted is one of the leading scholars of media economics, and she stopped by the University of Navarra Dec. 13 to chat about some of the trends she is seeing in the industry.

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The Resurrection of Bess Eaton

VICE  online

2016-03-27

If anything, southern New Englanders clung even more fervently to their brand. Sylvia Chan-Olmsted, the director of consumer media research and a professor at the University of Florida, ties this type of branding affirmation to more general feelings the verses evoked—not religion itself, but authenticity and history of the region.

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Social

Articles

The effect of news consumption on fake news efficacy

Journal of Applied Journalism & Media Studies

Sylvia Chan-Olmsted and Yufan Sunny Qin

2022-03-01

The increasing use of social media has led to the growing reliance of social media as a news source. The viral nature of social platforms inevitably elevates the viral impact of fake news. As both academia and practitioners touted media literacy as a means of combating fake news or misinformation, little is known about the nature of relevant efficacies.

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The impact of fake news on its sponsor’s brand trust

Journal of Brand Strategy

Sylvia M Chan-Olmsted and Yufan Sunny Qin

2021-01-01

This study examined how fake news sponsored by brands influences consumers’ brand trust. Specifically, it explored the effects of fake news on brand trust and the factors (eg product involvement, audiences’ previous fake news experiences and media consumption) that might moderate this association.

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Understanding podcast users: Consumption motives and behaviors

New Media & Society

Sylvia Chan-Olmsted and Rang Wang

2020-10-20

Through a large-scale national survey, this study provided the first comprehensive examination of podcast users in the United States from the perspectives of motivation and usage. It deepened our understanding of this new on-demand audio platform in the context of consumption drivers, behaviors, and competing media options.

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Examining the Use, Perception, and Motivation of Cord-Cutting: A Consumer Segment Approach

Journalism & Mass Communication Quarterly

Hun Kim, et al.

2020-08-25

This study investigates the factors affecting the cord-cutting behavior of media consumers.

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Media

Languages

  • English

Links

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