People Directory

Bu Zhong

Associate Professor, Journalism


Bu Zhong is an associate professor of communications, senior research fellow of the John Curley Center for Sports Journalism, faculty affiliate of the Media Effects Research Lab, Information Communication Technology for Development (ICT4D) Consortium, and The Penn State Center for Advanced Data Assimilation and Predictability Techniques (ADAPT). He is also president of Chinese Communication Association (CCA). He serves as an external reviewer of Hong Kong Research Grants Council (RGC), reviewing RGC grants in humanities and social sciences. At Penn State, he teaches News Media Ethics and TV Reporting for undergraduates, and Social Media Research for graduate students.

His research applies decision making theories to studying how judgment and decisions may be altered by information use, ranging from news, sports information and the information shared on social media. Special attention has been paid to research projects with practical implications, such as how ICT empowers vegetable farmers, and how social media use transforms communication and business in a network society.

His research has been published in Journal of Communication, Journalism and Mass Communication Quarterly, Computers in Human Behavior, Newspaper Research Journal, and American Behavioral Scientist. Before he joined the Penn State faculty, he had been a journalist for a decade in Beijing (China Daily), Washington D.C. (CNN Financial Network) and Atlanta (CNN/USA).


  • Social Media
  • ICT4D
  • Information Technology And Psychology
  • Social Networks/Networking
  • Health Communication
  • Decision Making


  • Zhong, B., Fan, Y. & Chen, Y. (Forthcoming). Information empowers vegetable supply chain: A study of information needs and sharing strategies among farmers and vendors. Computers and Electronics in Agriculture.
  • Hanley, K., Howard, M. C., Zhong, B., Perez, C., Lee, E., Dawson-Andoh, N., & Soto, J. A. (2015). The communication anxiety regulation scale: Development and initial validation. Communication Quarterly, 63(1), 23-43. doi: 10.1080/01463373.2014.965836
  • Zhong, B., & Appelman, A.J. (2014). How college students read and write on the web: The role of ICT use in processing online information. Computers in Human Behavior, 38, 201-207. DOI: 10.1016/j.chb.2014.05.037
  • Zhong, B. (2013). From smartphones to iPad: Power users’ disposition toward mobile media technology. Computers in Human Behavior, 29(4), 1742-1748. doi: 10.1016/j.chb.2013.02.016
  • Lewis, N. P., & Zhong, B. (2013). The root of journalistic plagiarism: Contested attribution beliefs. Journalism and Mass Communication Quarterly, 90(1), 148-166. doi: 10.1177/10776990124687
  • Zhong, B., & Zhou, Y. (2012). “Under the weather:” The impact of weather on US newspaper coverage of the 2008 Beijing Olympics. Mass Communication and Society, 15(4), 559-577. doi: 10.1080/15205436.2012.677091
  • Zhong, B., Sun, T., & Zhou, Y. (2011). To name or not to name: A cross-cultural comparison of on-air attribution in U.S. and Chinese TV news. Asian Journal of Communication, 21(2), 202-216. doi: 10.1080/01292986.2010.524233
  • Zhong, B., Mihailidus, P., & Zhou, Y. (2011). Naming suspects in terrorist attacks: An inquiry of journalistic stereotypes in newspaper coverage of the 2005 London bombings. China Media Research, 7(2), 35-45.
  • Zhong, B., Hardin, M., & Sun, T. (2011). Less effortful thinking leads to more social networking? The associations between the use of social network sites and personality traits. Computers in Human Behavior, 27(3), 1265-1271. doi: 10.1016/j.chb.2011.01.008
  • Zhong, B. (2011). Readers’ mood affects news information processing. Newspaper Research Journal, 32(3), 52-65.
  • Lewis, N., & Zhong, B. (2011). The personality of plagiarism. Journalism and Mass Communication Educator, 66(4), 325-339. doi: 10.1177/107769581106600403
  • Hardin, M., & Zhong, B. (2010). Sports reporters’ attitudes about ethics vary based on beat. Newspaper Research Journal, 31(2), 6-19.
  • Zhong, B. & Newhagen, J. E. (2009). How journalists think while they write: A transcultural model of news decision-making. Journal of Communication, 59(3), 584-605. doi: 10.1111/j.1460-2466.2009.01439.x
  • Hardin, M., Zhong, B., & Whiteside, E. (2009). Sports coverage: ‘Toy department’ or public-service journalism? The relationship between reporters’ ethics and attitudes toward the profession. International Journal of Sports Communication, 2(3), 319-339.
  • Zhong. B. (2008). Thinking along the cultural line: An inquiry of ethical decision-making among U.S. and Chinese journalism students. Journalism and Mass Communication Educator, 63(2), 110-126. doi: 10.1177/107769580806300202
  • Sun, T, Zhong, B., & Zhang, J. (2006). Uses and gratifications of Chinese online gamers, Chinese Media Research, 2(2), 58-63.
  • Sun, T., Yuan, V., Payne, G., Zhong, B. (2005). Leadership attributes salient to Chinese local voters – Correlates of voting intentions among Chinese constituents, American Behavioral Scientist, 49(4), 616-628.  doi: 10.1177/0002764205280204