Dr. Joo is a relatively new arrival to the Department of Media, having begun his work here in fall of 2022. His teaching and research interests make him a great addition to the program, one that strives to find the ideal balance between theoretical understanding and professional media practice.
Joo earned his Ph.D. from Washington State University. There he developed research interests in how consumers interpret messages and societal issues in strategic communication. He continues to study those areas, especially issues related to corporate social responsibility, advertising and public relations.Â
These research interests dovetail well with our department students’ interests in becoming broadly educated media professionals. He shares his knowledge and research background with students in the Sport and Corporate Social Responsibility and Social Media courses. He also teaches the department core class, Media Systems and Audiences. Students find his classes to be very interactive, since he requires them to engage in discussions, and even debates.
While dedicating significant time to his teaching at Boise State, he’s managed to publish in a number of acclaimed academic journals, including the International Journal of Advertising, the Journal of Interactive Advertising, Marketing Intelligence and Planning, the Journal of Consumer Behaviour, and the Journal of Research in Interactive Marketing, among others.