By: Jacey Lizer
Photo Credit: Holly Avella
Meet Dr. Holly Avella, the newest addition to UMBC's Media and Communication Studies department! She works effortlessly to bridge psychology, counseling, media theory, and all the ways technology makes us feel. With a Ph.D. in Communication, Information, and Media from Rutgers University and a background in counseling, psychology, and media studies, she brings a grounded approach to digital mental health. Her research explores mood-tracking technologies, digital therapy, AI support tools, and everything in between.
She previously taught communication and media psychology while working as a counselor, and she realized media "was such a rich and fun way to examine our thoughts, feelings, practices, and the cultures through which we experience them." What is most fascinating is how naturally she is able to blend her counseling experience with media theory. She mentioned how popular culture and pop psychology are powerful influences; they quietly shape how people understand themselves, their feelings, and decide what "healthy" looks like.
Dr. Avella decided to pursue a Ph.D. in media studies because to her, she can get some really important questions about the world, not to mention she simply loves studying media. While she has always gravitated toward mental health, her academic focus sharpened around the relationships media technologies and emotions can have, especially as they play a huge part in mental health.
It's interesting to see how she uses her background to open up bigger questions, and not reduce media behavior. "I liked that I could do broader kinds of analysis with media research than how media affects or works with individual psychology. Having studied psychology has always informed the way I think about media." What she's really interested in is what happens when media becomes a part of pop psychology, and how platforms start mediating information and emotion. "I started asking questions about the portrayal of psychology in media—entertainment media, social media, journalism, advertising—and how the attempts to mediate our emotions and mental health through media/technologies shapes our lives, society, and worldview." A lot of people scroll past "TherapyTok" but Dr. Avella uses media study to "contextualize TikTok trends historically, politically, economically, and culturally in some fascinating ways." Lately she has been studying the phenomenon of AI chatbots that are encouraging delusions, which is often referred to as "AI psychosis." It'll make you rethink every AI therapy you've ever seen.
"Social media has encouraged discussion of mental health in some great ways that help people feel like they are not alone." Many users discover a language they never had offline, but she sees a shift in viewing suffering through the lenses of individual diagnoses, she worries that obscures bigger social and environmental contributors. In this way, medical mental health messaging becomes consumer marketing.
Dr. Avella hopes her students leave her courses loving media and seeing it in new and exciting ways, while also forever looking at it with a critical eye. Her first semester at UMBC, fall 2025, she is teaching Intro to Media and Social Media. In spring 2026 she will be adding Public Relations. "Once you learn about public relations, you'll start seeing it everywhere!" She said someday she'd love to teach a course in media and mental health/wellness, even though she integrates it into many of her classes. Dr. Avella hopes to be here for a long time, "it is such a great collaborative atmosphere… I love to see how supportive everyone is of each other in the classroom, and also how they challenge each other."
In order to take care of her own mental health, she prioritizes sleep. She also loves walks around campus, usually with a podcast. If you've ever spotted her power walking around, that's her recharging! Then there's her puppy, who is making "the aforementioned unwinding and care pretty difficult." She also admitted she enjoys scrolling social media and can say it's research.
"I would love to meet more MCS students. Come by my office or stop me to chat!" Given how engaging and thoughtful she is, I can't imagine anyone regretting taking her up on that. Welcome Dr. Avella, it's a pleasure to have you as a part of our UMBC community!