Interview with Alvin Zhou
As digital advancements steadily become further integrated into our lives, data science can tell us more and more about human behavior and communications. We sat down with Alvin Zhou, an assistant professor at the Hubbard School of Journalism and Mass Communication to help us learn more about his specialty, Computational Social Science. Zhou teaches courses in strategic communication, implementing computational social science methods through his coursework. He also has conducted extensive research that blends data science with communications studies. His research has explored how algorithms and artificial intelligence can influence news consumption, audience engagement, and public opinion.
What is Computational Social Science?
Computational social science focuses on using data and algorithms to better understand human behavior and communication on a large scale. It focuses on analyzing big data such as social media posts or digital content to recognize patterns or trends that weren’t easily visible before. When asked about this, Zhou said, “Computational social science is using computational methods (like Python) in a way that addresses social science questions like polling, consumer relationships, or misinformation.” This differs from traditional methods because it goes deeper than just solely relying on surveys or interviews for answers, and instead uses computers to help make sense of complex social dynamics.
What does Computational Social Science look like for the field of strategic communication?
Computational Social Science can have a large impact on the strategic communication field, affecting how brands and organizations understand their audiences. AI is transforming how we communicate and brands can use it to their advantage. Brands can use AI tools to analyze public sentiments, adjust messaging strategies, and personalize content for their audiences. It can also create content that is more personalized and direct. When looking at the field, Zhou said, “There is a lot of data left online that people aren’t looking at right now, so there is a lot of opportunity for growth in this field.” AI and technology will only continue to get more intertwined with the world of strategic communication, so we must recognize how it can be used to our advantage. However, computational social science and AI can also create challenges in dealing with ethics and inequality. Zhou said, “I am currently working on a project that examines how ChatGPT affects consumers and organizations differently and if this constitutes a new form of digital inequality that may have detrimental effects.” Because AI is changing the market at such a rapid rate, it is essential to monitor the effects that it might have and what it means for strategic communication. Computational social science plays a large role in understanding consumer behavior, making it so important to recognize how it will further the strategic communications field.
Want to learn more?
Learn more about Alvin Zhou and his work on computational social science. If you are interested in taking a course that discusses computational social science in the world of strategic communication and how it affects our everyday lives, you can visit Zhou’s University of Minnesota CLA profile and course page.
By Kate Henning, Backpack student
