HOME | Rachel Son

About Me.

Welcome and thanks for visiting my site! I invite you to take a look around. To learn more about my background, experience, skills and how we could potentially work together, simply contact me. I currently living in North Carolina where I work as an assistant professor in the School of Communication at East Carolina University, but I have lived all over the southeast for the past decade, mainly in Alabama. I earned my bachelor's degree in communication with a focus in journalism and my master's degree in communication. Then I made the move to complete my Ph.D. in mass communication at the University of Florida. Before life in Alabama, I grew up in Asheville, North Carolina where I discovered my love for the outdoors and my interest in all things related to videography and entertainment media. It wasn't until starting a Ph.D. program that I realized my interests had truly come full circle. I went from writing my high school senior project on the "effects" of portraying cigarette smoking on screen. Little did I know that my high school interests would lead me to pursuing a Ph.D. in Mass Communication with research interests that look at the motivations, experience, and effects of exposure to entertainment media. Specifically, how those aspects of entertainment relate to social well-being and preferences for international entertainment media.

Education

2020-2024

Ph.D., Mass Communication
University of Florida

2018-2020

M.A., Communication
Auburn University

2010-2018

B.A., Communication
Auburn University at Montgomery

Dissertation: “Reaching richness in entertainment: Examining psychologically rich motivations and experiences”

Committee: Benjamin K. Johnson (chair), Yu-Hao Lee, Jieun Shin,
Erin Westgate, Allison Eden

Thesis: “What Prevents a Person from Becoming an Immigration Activist?: Understanding the Impact Fear of Isolation and the Level of Privacy Has on Individuals”

Committee: Ed Youngblood (chair), Myoung-Gi Chon, Diane Sisson

Concentration: Journalism

Minor: Physical Education

Teaching

Over the past several years, I've had the opportunity to teach amazing groups of students about a variety of subjects ranging from data visualization, understanding audiences, to social media for strategic communication. Each course had their own unique flair to help students learn and utilize the concepts focused on the topics at hand.

Intro to Mass Media

Course Description

Theory and processes affecting mass-mediated communication (ECU Course Catalog, 2025)

Topics

Mass Audiences, Media Systems, Books, Print Media, Radio, Movies, TV, Video Games, Advertising, and PR

Syllabus

Fall 2025 Course Syllabus coming soon!

Student Experience

5-Week Online Asynchronous

"Taking this course during the summer was challenging, but not so difficult that one could not complete it within the 4–6 weeks allotted. It forced me to rethink my perspective on mass communications and media. The interactive assignments (OA1 and OA2) tied in all of the information learned in the course very well."

"The instructor was available to respond and engage with the students through announcement and weekly updates. The PPT slides were extremely helpful in understanding the course materials and the video make the content even more interesting an exciting as a supplement to readings."

"The strengths of this course include the knowledge of the instructor and the encouragement given by the teacher. She knows the information inside out and gets pleasure by sharing that knowledge with her students. The encouragement and compassion
shown by the instructor make students want to move forward. We have a gentle push to get the work done and learn the content at the same time, The instructor's passion overflows to make us want to dive deeper into each chapter."

"Clear structure, helpful materials, and engaging weekly topics. The instructor was responsive and supportive."

"The material is presented in a logical sequence, which makes it easy to follow and builds a strong foundation for more complex
topics."

"All the materials are easy to access and understand. The class being in an asynchronous format allows me to complete my work in a timely fashion and at my own pace. This allows me to understand the information in a way that sticks with me. I can also rewatch the video lectures if I miss anything or I need more time to take notes. The discussion boards are also made in a way that's fun and engaging and I've looked forward to what we'd talk about each week."

16-Week In-Person Synchronous

"The lectures were very easy to understand. I really enjoyed the historical aspects of this course."

"Professor is very bright and kind. She has a very nice and welcoming presence that I enjoy. She seems passionate about what she talking about."

"Great communication with students, I know there is always space to ask questions."

"Each assignment is based off a rubric and clearly graded so you know exactly what you need for an A. The assignments line up with what is being learned in class and quizzes are perfectly spaced out."

"Sets the ground work for learning inside the communications major and creates a good base to work off of exposing students to all the different niches underneath the umbrella that is the communications major."

"it helped me to explore more about the careers and skills required, especially if I ever to worked as a journalism or a book publish, because this course show me step by step."

"I think that Dr. Son is very knowledgeable on the course content and she seems to enjoy teaching it! She was also willing to help with anything a student needed. I enjoyed some of the online assignments that we did on our own time."

Social Media for Strategic Communication

Course Description

Theory and practice of social media strategies in organizational contexts (ECU Course Catalog, 2025)

Topics

social media ethics, personal and professional branding, diverse perspectives on social media, social media industry, social media monitoring and listening, audience segmentation, social media planning, strategic writing, paid media

Syllabus

Fall 2025 Syllabus coming soon!

Student Experience

16-Week In-Person Synchronous

"This course is challenging but in a good way. I cant complain about the course it did well on lectures and offers lectures online if missed. It aligns with textbook as well. Quizzes are good and the proposal project is actually a bit fun."

"Dr. Son is great at lecturing. She is engaging and knowledgeable on the content."

"Having a great professor who has very interactive classes is good. I enjoy the group project that we work on throughout the semester as well. My professor always is very understanding and answers any and every question quickly."

"I really like the way the class was formatted, I thought it was really organized and easy to follow along with."

"Professor Son was great throughout the whole semester. She was very knowledgeable about each chapter we learned about. She was very friendly and always willing to help all of her students."

"The group work and group project timing was nice, the way it was spaced out."

"Prof. Son is delightful and explains what were doing in class in ways she has experiences and gives great feedback to every one of her students."

"All of the assignments and the quizzes really helped me learn the material."

"Ms. Son is nothing but understanding of her students and accommodates us as needed. The course is properly spread out and the materials are taught well."

"Very kind and understanding professor, knows the material very well! I also like how the canvas page was set up this year it was easy to use."

Digital Insights

Course Description

Acquiring, evaluating, and analyzing information for advertising decisions. Emphasizes understanding the scientific method, developing explicit and measurable research objectives, selecting appropriate methodologies, and analyzing data (UF Course Catalog, 2025).

Topics

Topics coming soon!

Syllabus

Summer 2024 Syllabus

Student Experience

6-Week Online Synchronous

"She was very engaging for a 4 hour class which is almost impossible to do."

"She had a great communication method and laid out the course in a strong way. Students knew what to expect."

"Professor Son was extremely passionate about the class and the material in lecture. She explained everything thoroughly and also
elaborated on lecture info in text via email, ensuring all of us got the content. Professor Son was also understanding and gracious
to me when I was sick and had to miss class. Overall, great professor."

"She was very kind and patient."

"She was great and very fast at communicating and grading."

Understanding Audiences

Course Description

Overview of the nature of media audiences and their behaviors, as well as industry measurement practices and applications. (a.k.a. RTV 3002; UF Course Catalog, 2025).

Topics

topics coming soon!

Syllabus

Spring 2024 Syllabus

Student Experience

16-Week In-Person Synchronous

"Very enthusiastic about the content and her knowledge of the topics taught. Answered all the questions I had and explained some content in easier terms so I can better understand if I was struggling."

"Professor Son was incredibly passionate about the topic and her excitement contributed to her ability to make the class engaging."

"fostered group discussion that allowed us to learn from peers"

"Mrs. Son is very passionate about the different class topics we would often discussion. She also ensure that we know when she is available and the feedback she provides on assignments are actually helpful for when we revise."

"She gave helpful feedback on assignments I submitted, especially those for the group project which allowed us a lot of opportunity to fix any mistakes before the final presentation."

"Strong communication skills, Understanding, Empathetic"

"Some of the strengths that contributed to my learning in this course were that Ms. Son often knew how to direct discussions in a way that made the course content relatable to the students in our everyday lives of media consumption."

"Very enthusiastic about the material, and just a great teacher and person."

"She was very understanding and allowed us good feedback to fix mistakes."

"Very passionate, always there to help and answer questions. Very flexible."

"She provided very insightful reading’s for the course. She always explained things very thoroughly and was readily able to answer questions that people had. The modules and information were always very easy to find and if it could not be found she was always quick to email back."

"Rachel Son's enthusiasm about the course content always made going to class so enjoyable. Her knowledge and passion about the subjects at hand were more than visible. I most enjoyed the way she would facilitate group discussions and activities.
Additionally it was very helpful to have had the group project broken into sections rather than making everything due all at once."

"Rachel Son always gave such detailed and helpful feedback on everything turned in. I’ve found that to be very rare. She’s a great instructor!"

"I feel as though the instructor for this course loves to teach and knows the information really well. The way they communicate their ideas is clear and it makes it much easier to grasp the concepts being taught."

"very knowledgeable, enthusiastic, entertaining"

"Her knowledge and enthusiasm towards the content."

"Strong classroom presence, clearly interested in the course topics, and knowledgeable on the subjects."

"Rachel was incredibly kind and understanding throughout the entire semester. She always responded in a timely–manner."

Data Visualization

Course Description

Covers the basics of effective data visualization. Students will learn how to find data sets, evaluate the methodology of data sets, create data-driven stories, and visually communicate these stories for various audiences. Visual communication principles and guidelines for effective data visualization, storytelling, and analysis are emphasized
(UF Course Catalog, 2025).

Topics

topics coming soon!

Syllabus

Spring 2023 Syllabus coming soon!

Student Experience

16-Week In-Person Synchronous

"The lectures included many engaging visuals and helpful practice exercises with groups."

"Professor Son is very eager to help students who come to her for help, which is greatly appreciated. You can tell she really cares."

"The professor is very enthusiastic about the class and the student's questions."

"Professor Son was very respectful of the students in her class and always gave opportunities for responses or questions while
addressing them appropriately."

"The instructor pay attention to the detail of data visualization concepts, which makes me have a deep understanding toward them." Also, the instructor can combine the concepts with concrete examples to illustrate the key points, which also makes me know how to apply data visualization in the real word."

"I think her excitement about the course helped me become more interested as a student. She relates a lot of what we are talking about to her own project she is working on. I think she also includes a lot of relevant examples on her lecture slides."

"Passionate about teaching and making sure students were retaining information. Took the time to help us out individually if we
needed the help."

Publications

Research

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Publications

Etzrodt, K., Kim, J., van der Goot, M. J., Prahl, A., Choi, M., Craig, M. J. A., Dehnert, M., Engesser, S., Frehmann, K., Grande, L., Leo-Liu, J., Liu, D., Mooshammer, S., Rambukkana, N., Rogge, A., Sikström, P., Son, R., Wilkenfeld, N., Xu, K., Zhang, R., Zhu, Y., & Edwards, C. (2024). What HMC teaches us about authenticity. Human-Machine Communication, 8, 227-251. https://doi.org/10.30658/hmc.8.11

*Note on authorship: In acknowledgment of the collective nature of this work, the authorship, beyond the initial four lead authors, is arranged alphabetically, with the exception of the last author.

Son, R., Johnson, B.K., & Moss, C. (2024). Exposure to and effects of international entertainment on streaming platforms: A review and agenda for future media psychology research. In A. Ferchaud, & J. Proffitt (Eds.) Television’s streaming wars. ISBN 978-103-23-697-09

Chen, X., Son, R., Xiao, Z., Treise, D., & Alpert, J. M. (2023). Understanding the Design of Fear Appeals by Applying the Extended Parallel Process Model: A Qualitative Analysis of COVID-19 Public Service Announcements. American journal of health promotion : AJHP, 8901171231218689. https://doi.org/10.1177/08901171231218689

Conference Presentations

Son, R. (accepted) Tweeting Gendered Moral Judgements of Characters: LIWC-ing at Tweets About Morally Ambiguous Characters Using eMFD. Communication and Social Cognition Division, 2025 National Communication Association Convention, Denver, Colorado.

Son, R. (2025, June) Seeking a Psychologically Rich Entertainment Experience: Expanding the Model of Entertainment of Motivation and Experience. Entertainment Experience and Well-Being Characteristics. International Communication Association Conference, Denver, Colorado.

Son, R. (2025, June) Personalities of Movie Preferences and Viewing Experiences: Examining the Relationship Between Media Selection. Entertainment Experience and Well-Being Characteristics. International Communication Association Conference, Denver, Colorado.

Son, R. (2025, May) Jamming Out to BTS: Examining the effects of Entertainment Experiences from listening to K-pop Songs in English or Korean have on U.S. Listeners’ Well-being. Korean Advertising & Public Relations Conference, Incheon, South Korea.

Son, R. (2025, May) Jamming Out to BTS: Examining the effects of Entertainment Experiences from listening to K-pop Songs in English or Korean have on U.S. Listeners’ Well-being. Korean American Communication Association Conference, Washington, D.C.

Son, R. (2024, November). Expressing hedonic, eudaimonic, or psychologically rich experiences with tv series: the development of an entertainment experience dictionary for text analyses [paper session]. Mass Communication Division (MCD), 2024 National Communication Association Convention, New Orleans, Louisiana.

Son, R. (2024, June). The Entertainment Trichotomy: Integrating Psychological Richness as a Third Dimension to Characterize the Motivations and Experiences of Media [paper session]. Mass Communication Division (MCD), International Communication Association Conference, Gold Coast, Australia. *MCD Top Student Paper Award.

Son, R. (2023, November). Effects of climate change messaging on the U.S. audience: Overcoming resistance through scripted entertainment narratives [paper session]. Mass Communication Division, National Communication Association Convention, National Harbor, Maryland.

Son, R., Wirz, D.S., Johnson, B.K., & Eden, A. (2023, September). The remote control is a passport: Psychological richness and boundary expansion when watching international entertainment [paper session]. 2023 Media Psych Conference, Esch-sur-Alzette, Luxembourg.

Son, R., Yang, Q., Vollmer, B.T., Johnson, B.K. (2023, May). Engaging with bot narratives: The audience experience and perceptions of machine script writers [paper session]. Human Machine Communication Division. International Communication Association Pre-Conference, Toronto, Canada.

Mrozek, N., Schneider, F., Johnson, B., Son, R. (2022, May). The influence of state self-esteem on narrative engagement [paper session]. Mass Communication Division, International Communication Association Conference, Paris, France.

Chan-Olmstead, S., Xu, K., Son, R., Chang, H., Kyles, T., & Ruffin, L. (2022, May). Do you trust your smart speaker? the effects of individual differences, motives, and value creation [paper session]. Human Machine Communication Division, International Communication Association Conference, Paris, France.

Son, S., & Johnson, B.K. (2022) Who is watching K-dramas and why? Understanding the relationship between aspects of one’s self-concept and K-drama viewing [Grant Presentation Session]. KACA-KOFICE Conference, virtual.

Son, R., & Lee, M.-J. (2021, November). What predicts a person will engage in social media activism? Understanding the impacts of social media uses, news consumption, and fear of isolation on individuals’ tendency to engage in social media activism [paper session]. Mass Communication Division, National Communication Association Convention, Seattle, Washington.

Son, R. (2021, August). K-dramas and the American youth: Conceptualizing the aspiration of a youthful utopia [paper session]. Entertainment Studies Division, AEJMC Annual Conference, virtual.

Son, R. (2021, March). K-dramas and the American youth: Conceptualizing the aspiration of a youthful utopia [paper session]. Entertainment Studies Division, AEJMC Midwinter Conference, Norman, Oklahoma.

Chon, M., & Son, R. (2019, August) Making a difference on how to see North Korea: A comparative analysis of the U.S. and South Korea partisan media in the era of Trump [paper session]. Korean American Communication Association Division, AEJMC Annual Conference, Toronto, Canada.

Chon, M., & Son, R. (2019, March). Making a difference on how to see North Korea: A comparative analysis of The New York Times and Wall Street Journal in the era of Trump [paper session]. International Communication Division, AEJMC Midwinter Conference, Norman, Oklahoma.

Panelist/Speaker

Massey, B. (moderator), Ashby King, D.T., Krishnan, A., Son, R. (2024, October). Masking reality: The impact of AI on truth and democracy. Phi Kappa Phi Pop-up Presentation. East Carolina University.

Shin, J. (moderator), Dubosar, E., Kim, D.K., Battocchio, A.F., Son, R. (2024, August). PFR panel session using technology to increase academic productivity: Managing time, project, and collaboration. Communication Technology and Communicating Science, Health, Environment and Risk Divisions. AEJMC Conference.

Kim, D.K., Choung, H., Ibrahim, A., Jangbar, S., Son, R., & Mbah, P. (2023, November). ChatGPT, is it an AI intrusion into the process of human learning or a revolutionary instructional tool? Panel discussion session proposal. Instructional Development Division, National Communication Association Convention.

Lee, J. (chair), Son, R., Lee, H., Choi, J.R., Yang, H., Han, S.-H., Kim, H., Lee, S., Jeong, J., Park, S., Young, S.L., Lee, S. (2023, November) Spotlighting the future of KACA-NCA. Korean American Communication Association Division, National Communication Association Convention.

Conference Presentations

Panelist

Research

Portfolio

This section showcases samples of technical skills related to video production, news writing, advertising, and social media management.

Video Projects

Student News Articles

Promotional Materials