Michael Schmierbach

Media Studies

Michael Schmierbach


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Video games

Advertising and video games

Video game difficulty

News credibility

Social media and news

Perceived media influence


  • Bachelor's: Oregon
  • Master's: Wisconsin
  • Ph.D.: Wisconsin



Mike Schmierbach brings a strong combination of teaching and research to his role as an associate professor in the Department of Film-Video and Media Studies.

Dr. Schmierbach teaches undergraduate and graduate courses on media effects, political communication, and research methods. He is co-author of a textbook on research methods, as well as the author or co-author of more than 30 journal articles and book chapters in such outlets as Journal of Communication, Mass Communication & Society, Journal of Broadcasting & Electronic Media, and Communication Research. He currently serves as editor of Mass Communication and Society.

His research focuses on several aspects of media effects, particularly the factors that contribute to individual perceptions of media. This work includes research on the third-person perception, media credibility, and video game enjoyment. He supervises a research group that explores many aspects of video games, including a series of studies considering the role of difficulty in explaining psychological responses to games.

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Michael Schmierbach
129 Carnegie Building