Dr. Bartosz Wojdynski

Jim Kennedy New Media Professor; Director of the Digital Media Attention and Cognition (DMAC) Lab; Associate Professor, Journalism

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. He directs the Digital Media Attention and Cognition Lab.

View Curriculum Vitae

Education

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 websites 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 the International Journal of Advertising, Journal of Media Psychology, Cyberpsychology, Behavior & Social Networking, Journal of the Association for Information Science and Technology, and Newspaper Research Journal, among others.

Getting a little too personal? Positive and negative effects of personalized advertising on online multitaskers Bartosz Wojdynski

Abstract: Given the increasing number of personalized ads and the prevalence of media multitasking, understanding the impact of online privacy concern on ad outcomes is important. However, the interaction effects between […]

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Effect of point-of-view on interpretation of body-worn camera footage: A psychophysiological investigation of cognitive processing and evaluation of culpability Glenna Read and Bartosz Wojdynski

Abstract: Body-worn cameras (BWC), small cameras worn on the body that record and provide footage of police encounters from a first-person point of view (POV), are used by an increasing number […]

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Gaining insights into effects appeals for COVID-19 vaccine messages targeting 18-23 year old college students Xuerong Lu, Shuoya Sun, Youngji Seo, Solyee Kim, Sung In Choi, Wenqing Zhao, Jeffrey Duncan, Hye Jin Yoon, Bartosz Wojdynski & Glenna Read Read More
Bridging the Fear and Hope: A Smartphone Eye-Tracking Examination of the Effects of Hope in Fear-based Health Messages Bartosz Wojdynski and Youngji Seo

Abstract: This study used a smartphone eye-tracking approach to examine understudied areas in health communication – hope in fear appeal – when people are exposed to differential emotional shifts with fear […]

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Designing for Trust: How Online News Consumers View and Interpret Informational Transparency Boxes Bartosz Wojdynski, Matthew Binford & Jeffrey Duncan

Abstract: A mixed-factorial laboratory eye-tracking experiment (N=90) examined web design’s role in the effectiveness of news transparency informational boxes on drawing consumers’ visual attention and the role of reading process box […]

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Image framing, emoticons, and sharing intention for health-related posts on Facebook Brittany Nicole Jefferson and Bartosz Wojdynski

Abstract: In response to calls for greater integration of research on the effects of visual images in the emotional and cognitive processing of health-related posts on Facebook, this study examined […]

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Television infographics as orienting response: An eye-tracking study of the role of visuospatial attention in processing of television news Bartosz Wojdynski and Ivanka Pjesivac

Pjesivac, I., Wojdynski, B., & Geidner, N. (2021). Television infographics as orienting response: An eye-tracking study of the role of visuospatial attention in processing of television news. Abstract: This experimental […]

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Beyond Fear Appeals: The Role of Hope in Improving Effectiveness of Health Messages.” Paper accepted for poster by Communicating Science, Health, Environment, and Risk Division Bartosz Wojdynski, Youngji Seo & JeongHyun (Janice) Lee

Abstract: One of the understudied areas in health communication research is hope. This study examines the effect of efficacy-inducing information on hope and subsequent attitudinal health behaviors. A total of […]

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Using directional cues in immersive journalism: The impact on information processing, narrative transportation, presence, news attitudes, and credibility Matthew Binford, Ivanka Pjesivac, Bartosz Wojdynski, Jihoon (Jay) Kim & Keith Herndon

Abstract: This study examined the effects of directional cues in immersive journalism by conducting a randomized between-subjects three-condition lab experiment (N=131) with community participants using three versions of originally produced […]

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How multitasking during video content decreases ad effectiveness: The roles of task relevance, video involvement, and visual attention Shuoya Sun, Bartosz Wojdynski & Matthew Binford

Abstract: In a 3 (secondary task: none, related, unrelated) x 2 (ad-video congruence: high/low) between-subjects eye-tracking experiment, participants (N = 153) watched a 9-minute video documentary segment containing one mid-roll video ad […]

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Living at the speed of mobile: How users evaluate social media news posts on smartphones Brittany Nicole Jefferson and Bartosz Wojdynski

Abstract: A growing body of research suggests that differences between smartphones and desktop computers influence information processing outcomes. A within-subjects (N = 64) smartphone eye-tracking experiment replicates a 2018 desktop-based study of […]

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“I probably just skipped over it:” Using eye tracking to examine political Facebook advertising effectiveness –and avoidance Bartosz Wojdynski and Matthew Binford

Abstract: Social media political advertising has, in recent years, been the target of a lot of interest and scrutiny from the public, scholars, and even the social media platforms themselves. […]

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How multitasking during video content decreases ad effectiveness: The roles of task relevance, video involvement, and visual attention Bartosz Wojdynski, Shuoya Sun & Matthew Binford

Abstract: In a 3 (secondary task: none, related, unrelated) x 2 (ad-video congruence: high/low) between-subjects eye-tracking experiment, participants (N = 151) watched a 9-minute video documentary segment containing one mid-roll […]

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Invisible transparency: Visual attention to disclosures and source recognition in Facebook political advertising Matthew Binford, Shuoya Sun & Bartosz Wojdynski

Abstract: In an effort to improve transparency, Facebook changed its disclosures on in-feed native political advertisements in 2018 to include language that identifies who paid for the ad to appear. […]

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Centers of Excellence for Influenza Research and Response (CIERR) Michael Cacciatore, Glen Nowak, Glenna Read, Bartosz Wojdynski & Itai Himelboim

Glen Nowak, Michael Cacciatore, Bart Wojdynski, Glenna Read, and Itai Himelboim are part of a University of Georgia proposal submitted in response to a National Institutes of Health call for […]

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Using Immersive Virtual Reality to Improve the Beliefs and Intentions of Influenza Vaccine Avoidant 18-to-49-Year-Olds: Considerations, Effects, and Lessons Learned. Nathaniel J. Evans, Glen Nowak, Bartosz Wojdynski, Sun Joo (Grace) Ahn & María E. Len-Ríos

Abstract: Only one-third of adults 18 to 49 years old in the United States receive a recommended annual influenza vaccination. This study examined whether supplementing vaccine information statements (VIS) with […]

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Looks Real, or Really Fake? Warnings, Visual Attention and Detection of False News Articles. Bartosz Wojdynski, Brittany Nicole Jefferson & Matthew Binford

Abstract: In recent years, online misinformation designed to resemble news by adopting news design conventions has proven to be a powerful vehicle for deception and persuasion. In a 2 (prior […]

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The Covert Advertising Recognition and Effects (CARE) model: Processes of persuasion in native advertising and other masked formats Nathaniel J. Evans and Bartosz Wojdynski

Abstract: Covert advertisements, or those that utilize the guise and delivery mechanisms of familiar non-advertising formats, differ from other more direct forms of advertising in several ways that are important […]

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Changing the game: The effects of cognitive load and brand prominence on covert advertising recognition Nathaniel J. Evans, Bartosz Wojdynski & Michael Harman

Abstract: The purpose of this study was to investigate the role of advertising format and cognitive load in shaping the effect of covert advertisements on participants advertising recognition and outcomes. […]

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Who paid for what? The role of visual attention to content and disclosures in Facebook political advertising Matthew Binford, Bartosz Wojdynski & Shuoya Sun

Abstract: The present study sought to define and test the effects of “mistargeting” – that is, the phenomenon in which consumers are delivered online behavioral advertising (OBA) that has served […]

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Fighting the tide: How U.S. health organizations use Twitter to address the opioid crisis. Hyoyeun Jun, Youngji Seo, Andrea Hudson & Bartosz Wojdynski

Abstract: This content analysis evaluated tweets about the opioid epidemic published in 2018 by U.S. federal and state health organizations to find out what components of both textual and visual […]

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Guilt by association: How chumbox advertising affects news readers’ perceptions Bartosz Wojdynski

Abstract: As content referral widgets and other forms of native advertising continue to be lucrative means of subsidizing journalism, critics and industry observers have derided these “chumboxes” as damaging to […]

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Look around and learn: Effects of 360-degree video in online news Bartosz Wojdynski, Ivanka Pjesivac, Jihoon (Jay) Kim, Keith Herndon & Matthew Binford

Abstract: In a between-subjects eye-tracking experiment, adult readers of a large metropolitan daily newspaper (N=70) viewed and evaluated one of two versions of the same online news feature: one with […]

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Who paid for what? The role of visual attention to content and disclosures in Facebook political advertising Matthew Binford, Shuoya Sun & Bartosz Wojdynski

Abstract: Recently, Facebook has changed the way they display the disclosure language regarding political advertisements in an attempt to increase transparency. The goal of this study was to use eyetracking […]

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Interactive infographics’ effect on elaboration in agricultural communication. Bartosz Wojdynski

Abstract: In public health, politics, and advertising, interactive content spurred increased elaboration from audiences that were otherwise least likely to engage with a message. This study sought to examine interactivity […]

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Fighting the tide: How U.S. health organizations use Twitter to address the opioid crisis Andrea Hudson, Bartosz Wojdynski & Hyoyeun Jun

Abstract: This content analysis evaluated tweets about the opioid epidemic published in 2018 by U.S. federal and state health organizations to find out what components of both textual and visual […]

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Changing the game: The effects of cognitive load and brand prominence on covert advertising recognition. Nathaniel J. Evans, Michael Harman & Bartosz Wojdynski

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 […]

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Can we prime users to verify information? A study of visual attention to page cues and information search in response to online misinformation styled as news. Bartosz Wojdynski, Brittany Nicole Jefferson, Matthew Binford & Hyoyeun Jun

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 […]

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How users rely on heuristics and emotions to form credibility impressions of novel online news articles. Bartosz Wojdynski, Hyoyeun Jun, Matthew Binford, Brittany Nicole Jefferson, Andrea Hudson, Youngji Seo & Shuoya Sun

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 […]

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“Changing the Game: The Effects of Cognitive Load and Brand Prominence on Covert Advertising Recognition.” Nathaniel J. Evans, Michael Harman & Bartosz Wojdynski

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’ […]

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How level of personalization affects the effectiveness of personalized ad messages: The moderating role of narcissism. Bartosz Wojdynski

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 […]

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Reducing native advertising deception: Revisiting the antecedents and consequences of persuasion knowledge in digital news contexts. Bartosz Wojdynski

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 […]

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Using directional cues in immersive journalism: The impact on information processing, narrative transportation, presence, news attitudes, and credibility. Matthew Binford, Keith Herndon, Jooyoung Kim & Bartosz Wojdynski

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 […]

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Getting a Little Too Personal? Positive and Negative Effects of Personalized Advertising on Online Mutitaskers. Hyoyeun Jun, Taeyeon Kim, Jihoon (Jay) Kim & Bartosz Wojdynski

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 […]

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Teaching Specialties

Dr. Wojdynski’s teaching specialties include multimedia journalism, interactive design and programming, data visualization, psychological effects of mass media, and quantitative research methods.

Experience

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.

Wojdynski, Bart
In the News

Warnings can alert consumers to ‘fake’ news

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Bartosz Wojdynski named Jim Kennedy Professor of New Media

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Grady College faculty member studies media consumption

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Making sense of fake news

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Growing demand leads Grady College to offer additional online courses for summer semester

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