Meet HSS Faculty | Prof Michael Prieler, Department of Media and Communication

Prof Michael Prieler

Career

Michael is originally from Austria andholds a master’s degree from the University of Vienna, as well as a doctoral degree from Tohoku University in Japan. After completing his studies, he spent two years working at a research institute in Tokyo and teaching as an adjunct professor at Temple University Japan Campus. He then served for sixteen years as a professor at Hallym University in South Korea, where he also directed the Graduate Program and received multiple awards, including the Best Teacher Award for excellence in teaching and the Distinguished Professor Award for outstanding research. In addition, he has held visiting professorships at City University of Hong Kong and the University of Illinois at Urbana-Champaign.

Modules

COM261 Qualitative Research Methods
COM414 Global Advertising

Research

His main research interest is diversity in advertising, with a particular focus on gender, race/ethnicity, and age. In addition, he conducts research on new media, AI, health communication, and other areas related to advertising. He studies how advertising represents different groups of people and how those representations influence the audience. For example, he looks at whether ads include diverse genders, races, and ages, and how these images shape the way audiences see themselves and others. Ultimately, his work explores how advertising can better reflect our world and contribute to more inclusive communication. His research has both theoretical and practical implications. For the academic community, it advances our understanding of how advertising reflects and shapes cultural values, particularly around diversity and inclusion. It also contributes to broader debates in media and communication about representation and its effects.

For everyday people, his work highlights how the images and messages they encounter in advertising and other media influence their perceptions, attitudes, and behaviors—often in ways they may not fully realize. By identifying and addressing distorted representations, his research can help brands and organizations create advertising that is more inclusive, accurate, and socially responsible. Ultimately, this benefits not only companies but also audiences, who deserve to see a realistic and diverse representation of the world around them.

Suzhou & XJTLU

“I came to China because I was intrigued by its advanced use of technology, which I observed during several visits and found fascinating as a media scholar. In addition, I have also been interested in its ancient culture. Wanting to explore a new environment once again, moving to China felt like a natural next step in my East Asian journey after many years in Japan and South Korea. I first visited Suzhou six years ago and immediately liked the blend of old and new. While I had visited China several times over the years and gained an overall positive impression, moving here gave me new perspectives and experiences. It further deepened my appreciation for the country’s beautiful culture, delicious food, and friendly people. I look forward to exploring more of China and building meaningful connections here.”

Words to students

“My main advice to students is to study what truly interests them, as this will ultimately lead to happiness and success.

In the future, I will continue to develop globally informed courses and mentor students to think critically and creatively about media in a rapidly changing world. In my research, I am expanding my work on diversity in advertising, focusing on how AI and virtual influencers shape representation and audience engagement.”

Reporter：Yiyi Gu