UAAT International Young Visiting Scholar Program
Dr. Margaret Yee Man Ng
Associate Professor of Journalism
University of Illinois Urbana-Champaign
Email: ymn@illinois.edu
Webpage: https://bit.ly/MargaretNg
Host Scholar: Dr. Anita Kuei-chun Liu, Assistant Professor
Hosting Department/Institution: Department of Bio-industry Communication and Development/ National Taiwan University
Biography:
Margaret Ng is an Associate Professor (Ph.D., University of Texas at Austin) at the University of Illinois’ College of Media (Department of Journalism & Institute for Communication Research) with an affiliate appointment in the Department of Computer Science. Her research examines technology use, social media, and information diffusion using tools from the field of computational social science. Her research appears in prestigious journals including the Journal of Communication, New Media and Society, Computers in Human Behavior, and Social Media + Society, etc. She was an Infodemics Researcher with United Nations Global Pulse, an innovation initiative of the UN Secretary-General to harness big data and emerging communication technologies for sustainable development and humanitarian action.
Lecture [1]:
Time: April 22, 2025 (Tuesday) 2pm-3:30pm
Venue: National Taiwan University, College of Agriculture Bldg, R418
Title: Understanding Platform Loyalty and Migration: Insights for Social Media Marketers
Abstract:
Social media marketers must navigate rapid platform shifts to maintain audience engagement. This talk centers on a recent published study analyzing 861 journalists’ responses to Elon Musk’s Twitter takeover. Findings reveal minimal full migration to alternatives like Mastodon at the first year of takeover, emphasizing the interplay of push factors (e.g., misinformation), pull factors (e.g., community values of alterative platforms), and mooring factors (e.g., professional reliance on Twitter). Journalists strategically managed cross-platform presence, tailoring content to distinct audiences. Preliminary data from an ongoing study on generational differences—contrasting digital natives (Gen Z) and immigrants (Boomers, Gen X)—suggest younger users prioritize novelty and privacy, while older cohorts favor stability. For marketers, these insights highlight the importance of adaptive strategies: diversifying platforms, leveraging analytics to predict user migration, and crafting platform-specific content. Learn how to balance loyalty and innovation in a volatile digital ecosystem, ensuring effective audience retention and engagement in social media marketing.
Lecture [2]:
Time: April 23, 2025 (Wednesday) 2pm-3:30pm
Venue: National Taiwan University, College of Agriculture Bldg, R502
Title: Visualizing Digital Discourse: Textual Data Visualization in Public Spaces
Abstract:
Textual data visualization offers powerful insights into digital public spaces, where vast amounts of unstructured text—from social media posts to news articles—shape collective discourse. This talk explores methods for transforming textual data into actionable visual narratives, emphasizing tools like word clouds, topic modeling, and sentiment analysis. Drawing on several recent case studies, such as U.S. elections, global health crises, and popular culture, the presentation demonstrates how visualizing textual data can uncover patterns in public sentiment, misinformation trends, and crisis communication. Ethical considerations, such as privacy and data anonymization, are addressed to ensure responsible analysis. Discover practical applications for leveraging these techniques to analyze digital interactions, inform decision-making, and enhance engagement in dynamic online ecosystems.