City University of Hong Kong
CityUHK Announcement Portal (CAP)
City University of Hong Kong
CityUHK Announcement Portal (CAP)

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COM Research Seminar: The New Data, the Old Problem: Validation in the Age of Synthetic Social Science by Prof. Winson Peng
(POSTED: 2026-06-23 11:57 AM )
COM Research Seminar: COM Research Seminar: The New Data, the Old Problem: Validation in the Age of Synthetic Social Science by Prof. Winson Peng, Michigan State University. Date & Time: 26 June 2026, 16:00 - 17:30. Venue: Multimedia Laboratory (M5055),5/F, Run Run Shaw Creative Media Centre, please click https://www.cityu.edu.hk/com/Public/AppForms/StI_AppForm.aspx?id=1485 to register for the seminar by 26 June 2026. Language: English. Abstract Social science has moved from the age of made data, produced through researcher-designed surveys, experiments, and interviews, to the age of found data, captured through platforms, devices, and digital traces. We are now entering an age of synthetic data, where large language models and AI agents can generate responses, interactions, and simulated social environments. This talk argues that, despite these methodological shifts, the central problem remains the same: validation. The key question is not simply whether new forms of data are larger, more naturalistic, or more flexible, but whether they can validly support the claims social scientists want to make. I propose a layered view of validation that considers the data-generating process, construct representation, behavioral correspondence, inference, and generalization. Using LLM-driven social simulation as an empirical illustration, the talk shows why behavioral plausibility is only a starting point. The larger task is to develop claim-aware validation strategies that clarify what synthetic data can—and cannot—tell us about human communication and social life. About the speaker: Dr. Winson Peng (Ph.D. in Communication, City University of Hong Kong) is a Professor in the Department of Communication at Michigan State University and Editor-in-Chief of Human Communication Research. He previously served as Associate Editor of the Journal of Communication and as Guest Editor for Communication Methods and Measures, Asian Journal of Communication, and the Journal of Communication. His research interests include computational social science, health communication, political communication, and mobile analytics. He has published more than eighty articles in highly ranked SSCI and SCI journals. For enquiries, please call 34428677.
Category:
Academic Seminar
Department:
Department of Media and Communication (COM)
Venue:
Multimedia Laboratory (M5055), 5/F, Run Run Shaw Creative Media Centre
Start Date:
2026-06-26 16:00
End Date:
2026-06-26 17:30
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