Mayra Ruiz-McPherson | Media Psychology
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Media Psychology

As a media psychologist, I’m constantly curious about how people think and feel about today’s media-saturated world.

Media Psychologist & Digital Strategist Mayra Ruiz-McPherson

Media psychology seeks to understand the implications of mediated communications, and the increasing integration of media technologies across society.

My interest in media psychology was born from my many years working as a digital marketing professional and consultant.

In my experiences overseeing digital strategy for clients and marketing teams, I came to learn that — in my view — digital marketing mainly focuses on what I call “optimization ceaselessness,” a state of never-ending tweaks to marketing technology integrations, processes, and systems across platforms and channels to:

  • improve the likelihood of relevant and more efficient user experiences; and
  • glean and analyze data points (generated by user actions) to learn where new optimizations should or can occur along the marketing funnel.

The missing piece

Despite digital marketing’s best intentions, the endless churn of optimizations and data point reviews can never fully reveal the true motivations, inspirations, aspirations, moods, or emotions behind a user’s action or behaviors. This is where media psychology comes in.

3 things to know about media psychology


Media psychology seeks to identify and understand how conscious and unconscious drivers compel us to consume, produce and distribute information across all media technologies. Such learnings allow us to better predict human behavior and technological impact.


By understanding the psychological impact of human interaction with media technologies, I can help people adjust to the rapid pace of technological progress, and encourage the positive development (and use) of media and technology.


My ultimate goal as a media psychologist is to see individuals (and organizations) not only maximize their technology and media experiences but to also leverage such tools and platforms so that they may heighten efficiencies, achieve outcomes, and improve the totality of their lives.

Neuromarketing enthusiast


I’ve written several scholarly papers over the course of my degree. A brief collection of my academic work is shared below.