ChrisÌýVargo
- Associate Professor
- ADVERTISING, PUBLIC RELATIONS AND MEDIA DESIGN
Ìý
Ìýis an associate professor specializing in data analytics andÌýmass communication. He also holds a courtesy appointment asÌýassociate professor in Information Systems at Leeds School of Business.Ìý
He enjoys usingÌýcomputer science methods to research social media, news and advertising data using theories from communication, psychology and political science.
His explores howÌývarious types of machine learning can be used for computational content analysis, including Large Language Models (LLMs).
Chris currently teaches undergraduateÌýanalytics and digital advertising courses, and quantitative research methods at the doctoral level.ÌýHe employs computational social science through his company,Ìý.
Chris has long been a computer nerd, but hasÌýthree degrees in Advertising & Public Relations: a PhD from The University of North Carolina at Chapel Hill, an MA from The University of Alabama and a BA from The Pennsylvania State University.