A
PROFILE
UPM's Staff Profile
PROF. MADYA DR. THAM JEN SERN
ASSOCIATE PROFESSOR
FACULTY OF MODERN LANGUAGES AND COMMUNICATION
jstham@upm.edu.my
jstham
BM
EN

PROFESSIONAL

Dr. Tham Jen Sern is a tenured Associate Professor of Communication in the Department of Communication, Faculty of Modern Languages and Communication at Universiti Putra Malaysia (UPM), Serdang, Malaysia. He is the Vice President-elect (Malaysia) of the World Communication Association (2023–2027). He also serves as a research fellow with the Debiasing and Lay Informatics (DaLI) Lab at the Center for Applied Social Research, University of Oklahoma. He is a regular member of the International Communication Association (ICA), and a life member of both the Institute of Public Relations Malaysia (IPRM) and the Malaysian Association of Communication Educators (MACE). Previously, he served as Director of UPM-UNICEF C4D (2022-2024), where he worked closely with UNICEF to institutionalize social and behavior change (SBC) projects.

Dr. Tham received both his Bachelor of Arts (Honours) in Media Studies and Doctor of Philosophy from the Universiti Malaya (UM). In 2010, he was awarded a postgraduate fast-track scholarship by UM to pursue his PhD studies prior to completing his undergraduate degree.

His research primarily focuses on health and risk communication, particularly how specific target groups acquire, process, and utilize health-related information across different sources. His work draws upon health- and communication-related theories to refine strategic communication, inform social marketing and health education efforts, and develop behavior change initiatives aimed at preventing specific health risks. His work has been published in top-tier journals such as the Journal of Medical Internet Research, Digital Health, Journal of Librarianship and Information Science, Communication Studies, BMC Public Health, and elsewhere.

Dr. Tham has been invited to serve as a communication expert for reviewing diploma and bachelor’s programs at various higher education providers (HEPs), ensuring the programs align with the Malaysian Qualification Agency (MQA) standards. With that, he is appointed as a member of the Panel of Assessor (APP) by the Malaysian Qualifications Agency (MQA) from 2025 to 2028.

He serves as Section Editor of the Malaysian Journal of Communication and as Editor (Communication) of the Journal of Language and Communication. He also sits on the editorial board of the Asian Journal of Applied Communication (AJAC). He regularly reviews manuscripts for journals such as the Health Communication, Journal of Medical Internet Research (JMIR), JMIR Infodemiology, JMIR Public Health and Surveillance, and Behaviour & Information Technology, The Review of Communication, and many more.

Before joining UPM, Dr. Tham began his career as a Bahasa Malaysia teacher at Tsun Jin High School, preparing students for the national Sijil Pelajaran Malaysia (SPM) examination. After earning his doctorate, he served as a full-time lecturer at New Era University College (NEUC) before moving to Universiti Tunku Abdul Rahman (UTAR), where he was an Assistant Professor and Head of Master’s Programs.
NAME :
(Prof. Madya Dr.) THAM JEN SERN
POST :
ASSOCIATE PROFESSOR
ENTITY :
FACULTY OF MODERN LANGUAGES AND COMMUNICATION

FIELD OF SUPERVISION
HEALTH EDUCATION AND COMMUNICATION / HUMAN COMMUNICATION / MASS COMMUNICATION
EDUCATION
PHD
UNIVERSITI MALAYA, KUALA LUMPUR
Graduated : 2014
SARJANA MUDA SASTERA (LULUS KEPUJIAN) - PENGAJIAN MEDIA
UNIVERSITI MALAYA, KUALA LUMPUR
Graduated : 2010
JOURNAL PUBLICATION
1. “Selling” behaviour change: Exploring the roles of the media, non-government organisations and the government in addressing HIV/AIDS in Malaysia
    Journal type: Other Abstracting / Indexing Bodies
2. The knowledge, perceptions, attitudes, and perceived risk in HIV/AIDS among women in Malaysia: A cross-sectional study
    Journal type: Other Abstracting / Indexing Bodies
3. Burying the news for the public: Agenda cutting of the Tamil newspapers and MIC candidate Facebook during the 13th General Election
    Journal type: Citation-Indexed - Scopus
4. Current perception and willingness towards organ donation and transplantation: A survey of undergraduate students at the University of Malaya
    Journal type: Citation-Indexed - Scopus
5. Government initiatives and public awareness on HIV/AIDS in Malaysia: Where are we after 30 years?
    Journal type: Citation-Indexed - Scopus
6. Public awareness of HIV/AIDS: How media play a role?
    Journal type: Citation-Indexed - Scopus
7. Religion and media: A case study of Utusan Malaysia’s response to HIV/AIDS
    Journal type: Citation-Indexed Journal - Social Science Citation Index (JCR)
8. Affirmative religious response culture to HIV and AIDS: Understanding the public relations role of JAKIM in curbing the epidemic among young Muslim couples in Malaysia
    Journal type: Citation-Indexed Journal - ERA
9. Perception and social marketing of AIDS patients in Malaysian media: Insufficient agenda setting?
    Journal type: Other Abstracting / Indexing Bodies
10. Coverage of HIV/AIDS in Malaysia: A case study of The Star
    Journal type: Citation-Indexed - Scopus
11. Media usage patterns among Chinese voters: In preparation for the 14th Malaysian general election (GE14)
    Journal type: Citation-Indexed Journal - ERA
12. Establishing the HLS-M-Q18 short version of the European Health Literacy survey questionnaire for the Malaysian context
    Journal type: Citation-Indexed Journal - Science Citation Index (JCR)
13. Bridging the Gap: Exploring Police-Media Relations in Malaysia
    Journal type: Citation-Indexed - Scopus
14. Malaysia’s 13th General Election: Political communication and public agenda in social media
    Journal type: Other Abstracting / Indexing Bodies
15. Framing of HIV/AIDS and Social Marketing Programme: A Comparative Analysis of Malaysian Mainstream Newspapers in the Year 2006 and 2011
    Journal type: Other Abstracting / Indexing Bodies
16. Public knowledge, attitudes and practices towards COVID-19: A cross-sectional study in Malaysia
    Journal type: Citation-Indexed Journal - Science Citation Index (JCR)
17. Relationship Between COVID-19 Information Sources and Attitudes in Battling the Pandemic Among the Malaysian Public: Cross-Sectional Survey Study
    Journal type: Citation-Indexed Journal - Science Citation Index (JCR)
18. Pencarian maklumat kesihatan di Internet: Satu kajian rintis dalam kalangan pelajar Universiti Putra Malaysia
    Journal type: Non Citation-Indexed
19. Media Agenda in Politics: How Malaysian RTM Radio Stations Cover 14th General Election
    Journal type: Non Citation-Indexed
20. Associations between health literacy and sociodemographic factors: A cross-sectional study in Malaysia utilizing the HLS-M-Q18
    Journal type: Citation-Indexed Journal - Social Science Citation Index (JCR)
21. Calls to Action (Mobilizing Information) on Cancer in Online News: Content Analysis
    Journal type: Citation-Indexed Journal - Science Citation Index (JCR)
22. Exploring the role of a WhatsApp online community in supporting the needs of women living with Endometriosis in Malaysia: An interview study
    Journal type: Citation-Indexed Journal - Social Science Citation Index (JCR)
23. Predicting The Role of Organisational Listening and Job Resources in Job Engagement
    Journal type: Citation-Indexed Journal - ESCI
24. Pathway linking health information behaviors to mental health condition during the COVID-19 infodemic: A moderated mediation analysis
    Journal type: Citation-Indexed Journal - Social Science Citation Index (JCR)
25. Exposure to Misinformation, Risk Perception, and Confidence towards the Government as Factors Influencing Negative Attitudes towards COVID-19 Vaccination in Malaysia
    Journal type: Citation-Indexed Journal - Social Science Citation Index (JCR)
26. Sourcing and framing in cancer control continuum: A content analysis of Malaysian English and Chinese online cancer news
    Journal type: Citation-Indexed Journal - Social Science Citation Index (JCR)
27. Factors influencing COVID-19 vaccination intention among university students: A cross-sectional study in Malaysia
    Journal type: Citation-Indexed - Scopus
28. Exploring the Link between Facebook Intensity and Online Political Participation: A Study on Malaysian Youth
    Journal type: Citation-Indexed Journal - ERA
29. Social Marketing in HIV/AIDS Prevention: Its Contribution and Challenges
    Journal type: Citation-Indexed Journal - ERA
30. Validity and Reliability of an Adapted Questionnaire Measuring Acceptance of Traditional Chinese Medicine among Cancer Patients
    Journal type: Citation-Indexed Journal - ESCI
31. Motivation for Risk Information Seeking among Hospital Employees in the Context of COVID-19 Pandemic: An Organisational Perspective
    Journal type: Citation-Indexed Journal - ESCI
32. From Fear to Facts: A Multi-Channel Approach to Information Seeking Amid Influenza-Like Illness Outbreaks
    Journal type: Citation-Indexed Journal - Social Science Citation Index (JCR)
33. Integrating Situational Theory of Problem Solving and Technology Acceptance Model to Predict Intention to Practice Health Protective Behavior for Influenza-Like Illness: A Cross-Sectional Study of TikTok Users
    Journal type: Citation-Indexed Journal - Science Citation Index (JCR)
34. Understanding Cancer Information-Scanning Behavior on WeChat among Young Chinese Adults: Applying a Modified Comprehensive Model of Information Seeking
    Journal type: Citation-Indexed Journal - Social Science Citation Index (JCR)
35. Multichannel information-seeking intentions in the context of public health crises
    Journal type: Citation-Indexed Journal - ERA
CONSULTANCY SERVICES
Trainer Consultant, Malaysia Steel Institute (MSI), under the Rancangan Malaysia Ke-12 (RMK12) by Agency of Ministry of International Trade and Industry (MITI), Malaysia
Trainer Consultant, Malaysia Steel Institute (MSI), under the Penjana Initiative by Agency of Ministry of International Trade and Industry (MITI), Malaysia
External Programme Assessor, Diploma in Digital Media, INTI International College
External Reviewer, International Conference on Languages and Communication 2021 (ICLC’2021)
External Reviewer, International Conference of Communication on Media and Social Science (iCOMS2021)
Panel of External Programme Assessor, Diploma in Mass Communication, INTI International College Subang
Member of Programme advisory Panel (PAP), Bachelor of Public Relations (Honours), Faculty of Communication and Creative Industries, Tunku Abdul Rahman University College, Penang Branch.
Academic Advisor, Diploma in Media Studies, Department of Media Studies, New Era University College, Kajang
Project Advisor, Keberkesanan penyampaian berita dan keinginan terhadap penontionan siaran berita televisyen, Kementerian Komunikasi dan Multimedia, Putrajaya
Social Behavioural Change Communication (SBCC) Trainer, UPM-UNICEF C4D Programme, Faculty of Modern Languages and Communication, UPM
Trainer consultant, Speak-up 13.0 Project, AIESEC in Universiti Putra Malaysia
Trainer consultant, 2. Social and Behaviour Change Communications (SBCC) Workshop for State and District Nutritionists, Ministry of Health, Malaysia, UPM-UNICEF C4D, Faculty of Modern Languages and Communication, Universiti Putra Malaysia in joint collaboration with UNICEF Malaysia
Trainer consultant, 1. Social and Behaviour Change Communications (SBCC) Workshop for Majlis Belia Malaysia (MBM), UPM-UNICEF C4D, Faculty of Modern Languages and Communication, Universiti Putra Malaysia
COURSE ATTENDED
2023
Good Clinical Practice (GCP) Certificate, Ministry of Health Malaysia
2023
Masterclass in Nudging and Behavioural Insights, iNudgeyou, Copenhagen, Denmark (Sponsored by UNICEF Malaysia)
2017
Public Relations Campaigns, National University of Singapore (NUS), Online Non-credit Course For Professional and Career Development
2016
Introduction to Public Relations, National University of Singapore (NUS), Online Non-credit Course For Professional and Career Development
2016
Public Relations Research, National University of Singapore (NUS), Online Non-credit Course For Professional and Career Development
TEACHING
Small Group Communication
Organisational Communication Skills
Introduction to Corporate Communication
Quantitative Research Method in Communication
Introduction to Mass Communication
Basic Communication Strategy
Theory and Practice of Corporate Communication (Postgraduate)
Communication Research Method (Postgraduate)
Statistics for Communication Research (Postgraduate)
AWARD AND ACHIEVEMENT
2024
Excellent Service Award (Anugerah Perkhidmatan Cemerlang) 2023, Majlis Gemilang Putra 2024, Universiti Putra Malaysia
2023
Top Student-led Paper Award, 73rd International Communication Association (ICA) Conference
2023
Journal Publication Award, Golden Rafflesia Award, Malaysian Association of Communication Educators (MACE)
2022
Potential Lecturer, Golden Rafflesia Award, Malaysian Association of Communication Educators (MACE)
2021
Best Presenter, 17th Biennial International Conference on Media and Communication (MENTION)
2021
Visiting Lecturer, New Era University College, Kajang, Selangor, Malaysia
2021
Visiting Lecturer, BINUS University, Jakarta, Indonesia
2020
Excellent Service Award 2020, Universiti Putra Malaysia
2019
Excellent Service Award 2019, Universiti Putra Malaysia
2019
The Mace-bearer, Universiti Putra Malaysia’s 43rd Convocation Ceremony, 6th Session
2019
Short-term Academic Exchange Programme in Ohio University, Athens, the United States of America
2018
Gold medal, Poster presentation, Annual UniMAP Invention and Research Exhibition (EREKA) UniMAP Industry Networking and Business Pitching 2018
2013
Ambassador, Postgradasia, Issue 1, 2013/14, pg. 52
2013
Popular presenter at the University of Malaya 3-minute Thesis Competition (UM3MT) (Faculty level) on July 16th, 2013 – University of Malaya
2013
4th Prize, University of Malaya 3-minute Thesis Competition (UM3MT) (Faculty level) on July 16th, 2013. – University of Malaya
PATENT
2025
Codebook for integrative framing analysis of mainstream and alternative media in Malaysia’s 15th General Election. (Malaysian IP No. [MyIPO]. LY2024W08251). Universiti Putra Malaysia.
2025
The modified risk information seeking and processing model. (Malaysian IP No. [MyIPO]. LY2024W08252). Universiti Putra Malaysia.
2024
Communication research method module (Malaysian IP No. [MyIPO]. LY2024W01795). Universiti Putra Malaysia
2024
Unlocking the dynamics of social media: A comprehensive model for understanding personal behavior in health communication. (Malaysian IP No. [MyIPO]. LY2024W03714). Universiti Putra Malaysia.
2024
Social media news consumption-reaction survey instrument. (Malaysian IP No. [MyIPO]. LY2024W03717). Universiti Putra Malaysia.
PUBLICATION
2025
Multichannel information-seeking intentions in the context of public health crises
2025
Understanding Cancer Information-Scanning Behavior on WeChat among Young Chinese Adults: Applying a Modified Comprehensive Model of Information Seeking
2025
Integrating Situational Theory of Problem Solving and Technology Acceptance Model to Predict Intention to Practice Health Protective Behavior for Influenza-Like Illness: A Cross-Sectional Study of TikTok Users
2025
From Fear to Facts: A Multi-Channel Approach to Information Seeking Amid Influenza-Like Illness Outbreaks
2025
A Systematic Review on the Traditional Chinese Medicine Body Constitution in Different Types of Cancer
2023
Factors influencing COVID-19 vaccination intention among university students: A cross-sectional study in Malaysia
2023
Exploring the Link between Facebook Intensity and Online Political Participation: A Study on Malaysian Youth
2023
Social Marketing in HIV/AIDS Prevention: Its Contribution and Challenges
2022
Exploring the role of a WhatsApp online community in supporting the needs of women living with Endometriosis in Malaysia: An interview study
2022
Exposure to Misinformation, Risk Perception, and Confidence towards the Government as Factors Influencing Negative Attitudes towards COVID-19 Vaccination in Malaysia
2022
Pathway linking health information behaviors to mental health condition during the COVID-19 infodemic: A moderated mediation analysis
2022
Sourcing and framing in cancer control continuum: A content analysis of Malaysian English and Chinese online cancer news
2022
The Effects of Receiving and Expressing Health Information on Social Media During the COVID-19 Infodemic: An Online Survey Among Malaysians
2021
Associations between health literacy and sociodemographic factors: A cross-sectional study in Malaysia utilizing the HLS-M-Q18
2021
Calls to Action (Mobilizing Information) on Cancer in Online News: Content Analysis
2020
Establishing the HLS-M-Q18 short version of the European Health Literacy survey questionnaire for the Malaysian context
2020
Relationship Between COVID-19 Information Sources and Attitudes in Battling the Pandemic Among the Malaysian Public: Cross-Sectional Survey Study
2020
Public knowledge, attitudes and practices towards COVID-19: A cross-sectional study in Malaysia
2019
Bridging the Gap: Exploring Police-Media Relations in Malaysia
2018
Selling behaviour change: Exploring the roles of the media, non-government organisations and the government in addressing HIV/AIDS in Malaysia
2018
The knowledge, perceptions, attitudes, and perceived risk in HIV/AIDS among women in Malaysia: A cross-sectional study
2017
Burying the news for the public: Agenda cutting of the Tamil newspapers and MIC candidate Facebook during the 13th General Election
2017
Current perception and willingness towards organ donation and transplantation: A survey of undergraduate students at the University of Malaya
2016
Government initiatives and public awareness on HIV/AIDS in Malaysia: Where are we after 30 years?
2016
Media usage patterns among Chinese voters: In preparation for the 14th Malaysian general election (GE14)
2015
Public awareness of HIV/AIDS: How media play a role?
2015
Religion and media: A case study of Utusan Malaysias response to HIV/AIDS
2014
Affirmative religious response culture to HIV and AIDS: Understanding the public relations role of JAKIM in curbing the epidemic among young Muslim couples in Malaysia
2014
Malaysias 13th General Election: Political communication and public agenda in social media
2012
Perception and social marketing of AIDS patients in Malaysian media: Insufficient agenda setting?
2012
Coverage of HIV/AIDS in Malaysia: A case study of The Star