Affiliation
Tel
+853 8822 8837
Office
Faculty of Social Sciences (FSS)
University of Macau
Avenida da Universidade, Taipa, Macao
Humanities & Social Sciences Building (E21B), 2051
Consultation Hours
Personal Website
Xinshu ZHAO 趙心樹
Chair Professor
Administrative Roles
Member, Departmental Executive Committee
Academic Qualifications
PhD (University of Wisconsin–Madison)
MA (Stanford University)
BA (Fudan University)
Research Interests
Marketing, Business Administration and Quantitative Social Research
Publications
Book
Chen, Albert Hung-yee and Xinshu Zhao (2017): Democracy and Election — Retrospect and Prospect of Hong Kong’s Political Reform. Cosmos Books, November. ISBN 978-988-8258-21-5. About 180K Chinese characters. 陳弘毅、趙心樹 (2017): 「民主與選舉－香港政改的回顧前瞻」, 天地圖書 (ISBN 078-988-8258-21-5), 約18萬字。
Zhao, Xinshu (2008): Plight of Elections – A Critique of the World’s Election Systems and the Constitutional Reforms, Revised and Expanded Edition: Sichuan People’s Publishing House, 738 pages, 750K Chinese characters. 赵心树著：《选举的困境－民选制度及宪政改革批判，增订版》，成都： 四川人民出版社，2008年1月, 738页，75万字，ISBN 978-7-220-07537-7.
Li, Xiguang and Xinshu Zhao (2002): The Power of the Media, Guangzhou, China: Southern Daily Publishing House, 274 pages, 200 thousand words. 李希光、赵心树著：《媒体的力量》， 广州： 南方日报出版社， 2002年6月, 274页，20万字，ISBN 7-80652-134-8
Book chapter
Zhao, Xinshu, Jun S. Liu and Ke Deng (2013). “Assumptions behind intercoder reliability indices,” in Charles T. Salmon (ed.) Communication Yearbook 36, pp. 419-480. New York: Routledge. ISBN: 978-0-415-52548-0 (hbk) and 978-0-203-11365-3 (ebk).This chapter was republished after minor changes as a journal article (#46 below) in May 2016 when the publisher converted the annual book to a quarterly journal.
Journal article
Ng, Y.-L., & Zhao, X. (2018). The human alarm system for sensational news, online news headlines and associated generic digital footprints: A uses and gratifications approach. Communication Research.
Zhao, X., Feng, G. C., Liu, J. S., & Deng, K. (2018). We Agreed to Measure Agreement – Redefining Reliability De-justifies Krippendorff’s Alpha. China Media Research, 14(2), 1–15 (Lead article).
Zhao, X. (2018). Selective Spiral ——A Mega, Meta, Predictive and Presumptive Theory of Communication. Chinese Journal of Journalism & Communication (CJJC), 40(2), 140–153. 赵心树.2018.选择螺旋—一个传播学大理论、元理论、预测理论和预设理论.《国际新闻界》40（2），140-153页
Feng, Guangchao Charles, and Xinshu Zhao (2016). “Do Not Force Agreement – A Response to Krippendorff.” Methodology: European Journal of Research Methods for the Behavioral and Social Sciences 12(4) 145-148. DOI: 10.1027/1614-2241/a000120
Zhao, Xinshu, Jun S. Liu and Ke Deng (2013/2016). “Assumptions behind intercoder reliability indices,” Annals of the International Communication Association, 36(1): 419-480. DOI: 10.1080/23808985.2013.11679142 .
Parvanta, Sarah A., Jane D. Brown, Shufa Du, Catherine R. Zimmer, Xinshu Zhao & Fengying Zhai (2010) “Television use and snacking behaviors among children and adolescents in China,” Journal of Adolescent Health, 46, 339-345.
Zhao, Xinshu, John G. Lynch Jr. & Qimei Chen (2010), “Reconsidering Baron and Kenny: myths and truths about mediation analysis,” Journal of Consumer Research, 37:2, pp. 197-206, August, electronically published February 15.
Chung, Hwiman and Xinshu Zhao (2004): “Effects of perceived interactivity on web site preference and memory: role of personal motivation,” Journal of Computer-Mediated Communication, 10:1. A summary of the article was published in Proceedings of the Conference of American Academy of Advertising, 2003, pp. 112-113.
Chung, Hwiman and Xinshu Zhao (2003): “Humor effect on memory and attitude: moderating role of product involvement” International Journal of Advertising, 22:1, pp. 117-143, February.
Youn, Seounmi, Tao Sun, William D. Wells, and Xinshu Zhao (2001): “Commercial liking and memory: moderating effects of product categories,” Journal of Advertising Research, 41:3, pp. 7-13, May/June.
Zhao, Xinshu (1997): “Clutter and serial order redefined and retested,” Journal of Advertising Research, 37:5, pp. 57-74, September.
Zhao, Xinshu and Fuyuan Shen (1995): “Audience reaction to commercial advertising in China during the 1980s,” International Journal of Advertising, 14:4, pp. 374-390.
Zhao, Xinshu and Steven Chaffee (1995): “Campaign advertisements vs. television news as sources of political issue information,” Public Opinion Quarterly, 59:1, pp. 41-65, spring.
Zhao, Xinshu and Glen Bleske, (1995): “Measurement effects in comparing voter learning from television news and campaign advertisements,” Journalism and Mass Communication Quarterly, 72:1, pp. 72-83, spring.
Chaffee, Steven, Xinshu Zhao and Glenn Leshner (1994): “Political knowledge and the campaign media of 1992,” Communication Research, 21:3, pp. 305-324, June.