Advertising and public relations professor Hyoungkoo Khang, Ph.D., is one of the recipients of the prestigious Korea Foundation (KF) Fellowship for Field Research, providing him the opportunity to conduct research with local scholars in South Korea this summer. The fellowship supports researchers engaged in significant studies related to Korea and Korean studies. Dr. Khang will be provided with financial and logistical support by the Korean Foundation for his important work in identity development in adolescents.
“I am deeply honored and grateful to be selected as a Korea Foundation Fellow for 2025,” said Dr. Khang. “Receiving this award now feels like a significant milestone in my academic journey, reflecting both perseverance and growth. I am thrilled to have the opportunity to conduct research in South Korea, a country that provides a critical context for my work.”
Dr. Khang studies social media use, political advertising, and international internet use, with a specific focus on Korea. He has more than 25 research publications, making him an important researcher in an evolving field.
His fellowship research focuses on exploring the role of social media in shaping identities among adolescents in South Korea. He will be traveling to South Korea with the support of KF, to survey Korean youth and educators in collaboration with local researchers. South Korea is distinctive to Dr. Khang’s work for its advanced digital infrastructure, high social media engagement among adolescents and its cultural emphasis on collective identity.
“Being physically present will enable me to engage directly with Korean adolescents, educators, and researchers, facilitating the collection of first-hand data and providing deeper cultural insights essential for the study’s success,” said Dr. Khang.
Khang will also be conducting a similar survey with high school students in Alabama with the Institute of Human Studies, enabling a valuable cross-cultural comparison that wouldn’t be possible without the fellowship.
Dr. Khang’s research was inspired by watching his 13-year-old son socializing primarily through video games and social media. Noting the contrast between his son’s experiences and his own childhood socialization sparked his curiosity about social media’s influence on identity formation during adolescence.
Most children and teens have access to social media, via phone or computer, making it a constant influence on their lives. However, insight into the impact of social media is still catching up. It can be beneficial as both a social and information tool, but it comes with its own risks that are still being discovered through research.
“Social media is a fascinating space because it does so much more than just provide access to vast amounts of information. It’s also a powerful tool for building collaborative social networks,” stated Dr. Khang. “What makes it unique is how it blends the public and private spheres, as well as interpersonal and mass communication, creating opportunities for individuals to shape both personal and group identities.”
His studies examine how factors such as self-esteem, life satisfaction and resilience influence identity formation across the areas of jobs, religion, family and friendships. Social media usage patterns are then examined to see how social media could influence and modify them.
“For adolescents, social media plays an especially important role in shaping their identity. It offers a platform where they can explore who they are, express themselves, and interact socially,” explained Dr. Khang. “They use it to present themselves to others, experiment with different facets of their personality and seek validation from their peers. The feedback they receive—likes, comments, and reactions—can strongly influence how they see themselves and shape their sense of self-worth.”
Dr. Khang believes that social media enables incredible opportunities for connection, by allowing adolescents to engage with diverse communities, share experiences, and feel a sense of belonging. However, it also encourages social comparison, cyberbullying and unrealistic expectations that can take a toll on adolescent’s emotional well-being and self-esteem. This fellowship marks a unique opportunity for not only Dr. Khang’s research, but for the entire field of study that will expand the understanding of how social media and culture influences one’s identity.