Education
Ph.D. University of Minnesota, 1989
M.A. University of Minnesota, 1985
B.A. University of Wisconsin–Madison, 1983
Areas of Research
Cognitive media effects, message framing and effects, news media, protests and social movements
Research Impact
Douglas McLeod’s research examines the factors that shape the production of messages intended for various mass communication platforms (e.g., news stories, political and health communication messages) and the impact that these messages have on audiences, public opinion and public policy.
For example, one of McLeod’s major contributions has been the study the content and effects of mainstream print and broadcast news coverage of social protests. This research indicates that such news coverage that typically follow a “protest paradigm,” a common set of characteristics including an emphasis on actions over issues, conflicts with law enforcement over challenges to institutional policies, and acts of deviance over active citizenship. Media adherence to the protest paradigm is accentuated when the protest group’s goals call for more radical change and their tactics are more extreme. Moreover, protest groups (including both liberal and conservative groups) that don’t engage in dramatic tactics are often ignored by the media. This puts protest groups in a double-bind situation: either they engage in purely rationale discourse that often leaves them largely ignored by mainstream media or they engage in dramatic actions that draw attention of the media, but often leads to news coverage that delegitimizes the protest movement.
Based on the extensive body of research that McLeod’s research team has published on media framing and its effects, they have developed a novel theoretical perspective for understanding the nature of cognitive media effects, as well as produced accompanying methodological guidelines for the systematic investigation of such effects.
McLeod’s research team has also developed innovative new methodologies for analyzing the meaning that is framed within mass communication messages. For example, they have been pioneering the use of AI (e.g, ChatGPT) to content analyze textual and visual message frames. These applications have broad applications for communication research.
Ultimately, McLeod’s research provides insights for groups who are seeking to influence public opinion and public policy. For example, his research informs social movements on how they can make effective and constructive contributions to society. In addition, his research also provides insights that can guide effective health and public information campaigns.
Recent Publications
Books
2015. News Frames and National Security: Covering Big Brother. Cambridge University Press.
Peer-Reviewed Articles
2024. “Leveraging the power of ChatGPT: Evaluating its effectiveness for content analysis and framing research in mass communication.” Proceedings of the Annual Hawaii International Conference on System Sciences.
2023. “Fighting fire or fighting war: Examining the framing effects of COVID-19 metaphors.” Health Communication.
2022. “Navigating a diverse paradigm: A conceptual framework for experimental framing effects research.” Review of Communication Research.
2020. “Reconceptualizing cognitive media effects theory and research under the judged usability model.” Review of Communication Research.
Recent Awards and Honors
2025: Wish You Were Here Album of the Year Award, Wish You Were Here Performer of the Year Award and Wish You Were Here Performer of the Year Award, Madison Area Music Association
2025: Co-Producer, “Fight for Life with Tony Granato,” NHL Network
2024: Chancellor’s Distinguished Teaching Award, University of Wisconsin–Madison
2024: Chair, UW Athletic Board
2017: Fellow, International Communication Association
Courses
J350: Sports Marketing Communication
J445: Creative Campaign Messages
J564: Media and the Consumer
J835: Framing and Social Protest