Melissa Gotlieb

Melissa Gotlieb is an Associate Professor in the Department of Advertising & Brand Strategy at the Texas Tech University College of Media & Communication. She holds a Ph.D. (2012) and M.A. (2007) from the University of Wisconsin-Madison. Her research focuses on media, politics, and consumer behavior, exploring how digital technologies shape political participation and ethical consumption practices among young citizens.

Dr. Gotlieb’s academic leadership includes serving as Head of the Communication Theory and Methodology division of the Association for Education in Journalism and Mass Communication (2017-2018). She is recognized for her award-winning teaching in advertising ethics, data analysis, and international advertising. Her research methodologies emphasize experimental design and survey research.

Her recent work examines problematic news consumption’s psychological impacts, digital activism’s motivational dynamics, and the intersection of mindfulness with political hostility. Key themes include civic engagement, political consumerism, and the sociological implications of online networks.

• Education:
  • Ph.D. in Mass Communication, University of Wisconsin-Madison, 2012
  • M.A. in Mass Communication, University of Wisconsin-Madison, 2007
• Key Awards:
  • Outstanding Faculty Member, Office of Student Disability Services, 2014

Dr. Gotlieb’s work frequently bridges theoretical frameworks from communication studies, political science, and consumer behavior. Her publications analyze how digital platforms transform civic practices, from environmental activism to Twitch’s gaming economies.