Dr. Bartosz Wojdynski
About: Dr. Wojdynski teaches courses in multimedia journalism, interactive media, and psychological effects of communication technology. He researches the effects of design and presentation characteristics in digital media on attention, selection, cognition, and attitudes.
Ph.D., Mass Communication, University of North Carolina at Chapel Hill
M.A., Mass Communication, University of North Carolina at Chapel Hill
B.A., American Studies and English, University of North Carolina at Chapel Hill
Research Interests and Activities
Dr. Wojdynski’s research focuses on the role technological and design variables play in how users choose and process information in digital media. He is particularly interested in the role that interactivity and navigability play in influencing attention to, elaboration upon, and retention of content. His research consists primarily of experimental studies involving Web sites and Web-based news delivered on computers and mobile devices. To better understand what happens in the course of media use, Wojdynski’s research uses eye-tracking and response-time measures in addition to questionnaire-based responses. Recently, he has examined effects of Web navigability on content selection and recall, and the influence of exemplars in non-linear interactive news stories on risk perceptions. Wojdynski has presented his research at a number of national and international conferences, and his research has been published or accepted in journals including Journal of Media Psychology, Cyberpsychology, Behavior & Social Networking, Journal of the Association for Information Science and Technology, and Newspaper Research Journal, among others.
ABSTRACT: The present study (N=82) employed a 2 (advertisement format: advergame vs. video commercial) x 2 (brand prominence: low (Asus) vs. high (KFC)) between-subjects factorial experiment to investigate the effect of advertising format on advertising recognition and cognitive load. Findings show that advergames, in comparison to online video commercials, are more difficult for consumers to […]Read More
ABSTRACT: Misinformation that borrows from the design conventions of online news, often called simply “fake news,” is intentionally misleading and deceptive information packaged and disseminated in such a way that it mimics legitimate news (Tandoc, Lim, & Ling, 2018). The spread of misinformation styled as news is not only troublesome in the context journalism, but […]Read More
ABSTRACT: Social media and other online platforms are increasingly the way consumers access news articles, which increases the likelihood of users visiting articles from sources they may not have visited on their own. Users of these platforms experience a tension between their tendency to focus resources on processing information rather than credibility assessment. In a […]Read More
Abstract: This study first investigated the effect of advertising format (advergames vs online video commercials) on consumers’ ability to recognize advertising. Second, we tested how advertising format differentially impacted consumers’ self-reported cognitive load. Third, we examined how cognitive load impacted consumers’ ability to recognize advertising. Finally, we investigated the moderating effect of brand prominence on […]Read More
ABSTRACT: This study examined the effects of two different levels of personalization strategies (individual-level vs. group-level) on consumers’ visual and attitudinal responses to personalized advertising. The study further investigated the moderating role of recipients’ narcissism in the effect of personalization. Results showed that individuals higher in narcissism pay greater and more frequent attention to advertisements […]Read More
ABSTRACT: Building on the persuasion knowledge model, this study examines how audience characteristics and native advertising recognition influence the covert persuasion process. Among a nationally representative sample of U.S. adults (N = 738), we examined digital news readers’ recognition of a sponsored news article as advertising. Although fewer than 1 in 10 readers recognized the […]Read More
Abstract: This study examined the effects of the use of directional cues in immersive journalism on information recall, attitudes towards a news story, narrative transportation, presence, and message credibility by conducting a randomized between-subjects three-condition lab experiment (N=90) with community participants using three versions of originally produced 360̊ video news story. The study found that […]Read More
Abstract: A between-subjects experiment tested the effects of medium (location-based) and high (individually tailored) personalized advertising on online news readers, half of whom also paid attention to a podcast while reading. Results showed that the main effect of multitasking was not significant, suggesting that no significant difference in attitude toward the ad emerged between the […]Read More
Dr. Wojdynski’s teaching specialties include multimedia journalism, interactive design and programming, data visualization, psychological effects of mass media, and quantitative research methods.
Prior to receiving his Ph.D., Dr. Wojdynski worked in print and online news media, and developing interactive health and education Web content, including projects funded by NASA and the National Institute on Drug Abuse. He has also served as a usability consultant for interactive online media.