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 and faculty member of the ICT4D Consortium. He is also the vice president of Chinese Communication Association (CCA), will be CCA President (2015-2017). 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 courses COMM 409 News Media Ethics, COMM 465 TV Reporting and COMM 597 Social Media Research.

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 networks. His recent work concentrates on how the information shared on social media may transform personal and group decision making as well as consumers' purchasing decisions. Special attention has been paid to research projects with practical implications, such as how ICT empowers journalists or vegetable farmers, and how social media use alters business models in the networked society.

His research has been published in Journal of Communication, Journalism and Mass Communication Quarterly, Computers in Human Behavior, Journalism and Mass Communication Educator, Newspaper Research Journal, Asian Journal of Communication and International Journal of Sports Communication. Before he joined the Penn State faculty, he had been a journalist for a decade at China Daily in Beijing, the CNN bureau in Washington, D.C., and CNN World Center in Atlanta.


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


  • 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., Huang, Y., & Zhou, Y. (2014). The current trends of online journalism research in the new media era. Communication & Society, 29, 231-262. (The paper is in Chinese and published in a peer-reviewed journal at The Chinese University of Hong Kong.)
  • 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.
  • Zhou, Y. & Zhong, B. (2009). An analysis of self-censorship in U.S. news media. China Radio & TV Academic Journal, 12, 73-74. (The paper is in Chinese and published in a peer-reviewed journal in China.)
  • Zhou, Y. & Zhong, B. (2009). Media creditability in the digital age: A survey on the creditability of online information and media news reports by Chinese journalists. Journal of International Communication, 7, 81-85. (The paper is in Chinese and published in a peer-reviewed journal in China.)
  • 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