Educational Aspects of New Media Technologies: Computer games and on-line portals are now being recognized as valuable tools for education. I am interested in conveying instructional messages in the best way possible via new media technologies. My focus is on learning outcomes of repetitive play and the learner's experience with the functions of the technology, such as feedback and goals. This research contributes to the development and application of educational technologies such as serious games, data mining tools and virtual community portals. Serious and Persuasive Games: The locus of social marketing and advertising is shifting towards interactive and participatory media. My research interests include ways in which messages are transmitted via interactive games in order to create knowledge gain, as well as belief, attitude and behavioral change. On-line Community Building and Social Interaction: Community building and information exchange are now taking place in on-line settings where different dynamics are at play. I am interested in the nature and consequences of these dynamics. My focus is on the creation of collaborative, motivational, and supportive virtual environments that enhance message effects and information exchange.