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Fangxin Xu, Ph.D.

Visiting Assistant Professor


Phone: 936.294.4502
Office: DRCB 322J

Faculty & Staff


Dr. Xu is a media scholar who focuses on media psychology with an emphasis on video games and advertising. Her research centers around new media adoption and interaction, media experience and information processing, and psychological impacts of media. Her expertise extends to statistical analysis, data visualization, and digital graphic communication.

She joined the Department of Mass Communication at Sam Houston State University in 2023 after earning her Ph.D. in Advertising and Public Relations at the University of Texas at Austin. During her graduate studies, she served as an instructor and a teaching assistant, contributing to various college-level courses in advertising/PR and mass communication. She also shared her data analytical skills as a senior Ph.D. student consultant at the Social Engagement and Media Influence Research Center, where she assisted fellow students and contributed to various research projects.

Current Teaching Areas

MCOM 1332 Writing for Mass Media
MCPA 2382 Design for PR and Advertising
MCPA 4384 Advanced Design for PR and Advertising

Research Interests

Dr. Xu's research centers on the psychological impact of media consumption, with a particular focus on emerging technologies such as video games, social media platforms, and artificial intelligence companions. She investigates the social and psychological aspects of game involvement, new media adoption, and e-commerce participation.

Most recently, Dr. Xu has focused on how video games promote social connections and support. She is committed to understanding how these media technologies both unite and divide users, ultimately shaping their psychological well-being and quality of life.


Ph.D. in Advertising and Public Relations, University of Texas at Austin, 2023
M.A. in Journalism and Mass Communication, University of Wisconsin-Madison, 2016
B.A. in Telecommunications, Indiana University Bloomington, 2014