Assistant Professor at the Institute of Marketing Communication, National Sun Yat-sen University	08/2016 - present
Postdoctoral Researcher at the Institute of Marketing Communication, National Sun Yat-sen University	09/2010 - 07/2015
Postdoctoral Researcher at the Department of Business Administration, Meiho University	09/2009-07/2010

Social marketing

Media effects research

Political communication

Technological risk communication

Journalism and mass communication

China media research

Social Marketing

Media, Culture and Society

Media Effects Research

New Media and National Development in China

Seminar on Marketing Communication

2014 Postdoctoral Researcher Academic Work Award, Ministry of Science and Technology, R.O.C.

Tan, Y. (2020). News framing of adolescents’ use of Facebook in Taiwanese newspapers. Communication and Critical-Cultural Studies. (SSCI). Online first: https://doi.org/10.1080/14791420.2020.1799423。

Shaw, P. & Tan, Y. (2014). Constructing digital childhoods in Taiwanese children’s newspapers. New Media & Society,17(11),1867-1885.

Shaw, P. & Tan, Y. (2014). Feminism and social change: Women’s place in Taiwan newspaper and public opinion. Asian Journal of Communication ,24(4),351-369.

Shaw, P. & Tan, Y. (2014). Race and masculinity: A comparison of Asian and Western models in men’s lifestyle magazine advertisements. Journalism & Mass Communication Quarterly, 91(1),118-138

Tan, Y., Shaw, P., Cheng, H., & Kim, K. K. (2013). The construction of masculinity: A cross-cultural analysis of men’s lifestyle magazine advertisements. Sex Roles, 69(5/6),237-249

Tan, Y., & Ma, S. (2013). The impact of sports sponsorship on building international media agenda: A case study of international news coverage of the 2009 Kaohsiung World Games. Chinese Journal of Communication, 6(2), 240-256

Tan, Y., & Weaver, D. H. (2013). Agenda diversity and agenda setting from 1956 to 2004: What are the trends over time?. Journalism Studies, 14(6), 773-789

Ma, S.M., Liu, C. C., Tan, Y., & Ma, S.C. (2013). Winning Matches in Grand Slam Men’s Singles: A new look at the ATP data from 1991 to 2008. Journal of Sports Science, 31(11), 1147-1155

Tan, Y. (2012). Organizational ethics of Chinese mass media. Journal of Mass Media Ethics,27(4), 277-293

Ma, S.M., Tan, Y., & Ma, S.C. (2012). Testing a structural model of psychological well-being, leisure negotiation, and leisure participation with Taiwanese college students. Leisure Sciences, 34(1), 55-71

Tseng, K., Chang, C., Lou, S., Tan, Y., & , C. (2012). How concept-mapping perception navigates student knowledge transfer performance. Journal of Educational Technology & Society, 15(1), 102-115

Ma, S. M., Tan, Y., & Ma, S. C., & Liou, Z. L. (2012). Relationship between sedentary and active leisure participation among Midwestern college students. South African Journal for Research in Sport, Physical Education and Recreation, 34(1), 107-122

Tan, Y., & Weaver, D. H. (2010). Media bias, public opinion and policy liberalism from 1956 to2004: A second-level agenda-setting study. Mass Communication and Society, 13(4), 1-23

Tseng, K., Tan, Y., Chang, C., Lou, S., & Chen, C. (2010). Online dialogues of college students in a web problem-based learning (WPBL) context. World Transactions on Engineering and Technology Education, 8(2), 150-155

Ma, S., Tan, Y., & Ma, S. (2009). The relationship between media use and psychological well-being of college students in Taiwan. Humanities and Social Science Research, 33, 1-27.

Tan, Y., & Weaver, D. H. (2009). Local media, public opinion and state legislative policies: Agenda setting at the state level. The International Journal of Press/Politic, 14(4), 454-476

Tan, Y., & Weaver, D. H. (2008). Agenda-setting effects among the media, the public and Congress, 1946-2004. Journalism & Mass Communication Quarterly, 84 (4), 729-744.

Tan, Y. (2019, August). Impacts of Facebook Networks on Election outcomes: Case of 2016 Taiwan Legislative election. Paper presented at the annual meeting of the Association of Education in Journalism and Mass Communication (AEJMC), Toronto, Canada

Tan, Y.(2018). News framing of adolescents’ use of Facebook in Taiwanese Newspapers. the 68^th Annual ICA conference, Prague, Czech Republic

Shaw, P., & Tan, Y. (2016 October). A comparative framing analysis of the media coverage of the 2014 Kaohsiung Gas Explosions between online and traditional news media. Paper presented at The Seventh Asian Conference on Media & Mass Communication 2016, Kobe, Japan.

Tan, Y., & Weaver, D.H. (2016 June). Measuring public mood and public opinion: An empirical example. Paper presented at the panel of Kuuki, public mood, and other similar concept and their significance for International Communication Association (ICA) annual meeting, Fukuoka, Japan.

Shaw, P., &Tan, Y. (2015). Understanding images of sexual objectification: A study of gender differences in Taiwanese magazine ads from 1985 to 2011. The Association for Education in Journalism and Mass Communication (AEJMC) annual meeting San Francisco, CA, USA 

Tan, Y., & Shaw, P. (2015) Risk priming and trust in government regulation. The International Institute of Knowledge Management (TIIKM) annual World Conference on Media & Mass Communication, Beijing, China

Shaw, P., &Tan, Y. (2014). Is politics everywhere? An analysis of political messages in women’s pages of Taiwanese newspapers. Presented at the Annual meeting of Taiwanese Feminist Scholars Association, Kaohsiung Medical University, Kaohsiung, Taiwan. 

Tan, Y., & Shaw, P. (2014). Internet news media and disaster reporting. The 6^th Biennial Conference on Digital Communication, Chiayi, Taiwan

Tan, Y., & Shaw, P. (2014). The framing of the child computer user by Taiwanese children’s newspapers. The Association for Education in Journalism and Mass Communication (AEJMC) , annual meeting  Montreal, Canada

Tan, Y. (2013). Agenda setting and priming effects in American beef crisis: A comparison of computerized content analysis and human coding. Presented at the Annual meeting of Chinese Communication Society, Ming Chuan University, Taipei, Taiwan.    

Shaw, P., & Tan, Y. (2013). Constructing digital childhoods in Taiwanese children’s newspapers. The Taiwanese Political Science Association (TPSA) annual meeting, Kaohsiung, Taiwan    

Shaw, P., & Tan, Y. (2013). Feminism and social change: Women’s place in Taiwan newspaper and public opinion. The Feminism Scholarship Division at the International Communication Association (ICA) annual meeting. London, UK

Tan, Y., & Shaw, P.(2012). Masculinity and sports: A cross-cultural comparison of sports celebrities in men’s lifestyle magazine ads.World Leisure Congress 2012 Rimini, Italy

Shaw, P., & Tan, Y. (2012). Race and masculinity: A comparison of Asian and Western models in men’s lifestyle magazine advertisements. The Association for Education in Journalism and Mass Communication (AEJMC) annual meeting.Chicago, USA 

Shaw, P., Tan, Y., &Kim, K. K.(2011). The construction of masculinity: A cross-cultural analysis of men’s lifestyle magazine advertising. The 10th International Conference on Research in Advertising, Berlin, Germany

Shaw, P., & Tan, Y. (forthcoming). A comparative framing analysis of the media coverage of the 2014 Kaohsiung Gas Explosions between online and traditional news media.。2017 New Frontiers in Electronic Commerce and Network Society. Ch20, pp.10-21. Kaohsiung, National Sun Yat-sen University.

Tan, Y., & Shaw, P., & (2016). Framing the impacts of children’s use of computers in Mandarin Daily News.。2014 New Frontiers in Electronic Commerce and E-society. Ch14, pp.232-247. Kaohsiung, National Sun Yat-sen University.

Shaw, P., & Tan, Y. (2014). The representation of digital childhoods in Mandarin Daily News. 2014 New Frontiers in Electronic Commerce and E-society. Ch19, pp.204-213. Kaohsiung, National Sun Yat-sen University.

Shaw, P., Eisend, M., & Tan, Y. (2014). Gender role portrayals in international advertising. The Handbook of International Advertising Research/ Wiley-Blackwell, pp. 299-312

Shaw, P., Tan, Y., Kim, K., & Cheng, H. (2012). Masculinity representations in men’s lifestyle magazine ads: A cross-cultural and cross-racial comparison. Advances in Advertising Research (Vol. III): Current insights and future trend/ Springer Gabler pp.275-290

Tan, Y., & Weaver, D. (2011) Local Media, Public Opinion, and State Legislative Policies: Agenda Setting at the State Level. Media Power in Politics （6th ed.）CQ Press, chapter 28, pp.337-342

How candidates influence their fans on Facebook? A combined analysis of the psychological process with computerized content analysis and experiment design. MOST (108-2410-H-110 -051 -MY2)

Balancing Content and Interpersonal Scaffolding in Problem-based Learning of Computerized Content Analysis in a Master Course. (PSL107021)

redicting 2016 Legislative Election Outcomes from Candidates’ Interaction Networks on Facebook. MOST (106-2410-H-110-040-MY2)