Limor Shifman, the principal investigator of the DigitalValues project, is a professor at the Department of Communication and Journalism, The Hebrew University of Jerusalem, Israel. She studies digital media and popular culture, and is particularly interested in two realms: understanding the big meaning of small texts (such as jokes) and identifying patterns in seemingly chaotic universes of user generated content. Her work has been published in venues such as Journal of Communication, American Sociological Review, New Media and Society and Journal of Computer-Mediated Communication. She is a former research fellow at the Oxford Internet Institute , University of Oxford, and a former visiting scholar at the USC Annenberg school of Communication and Journalism.  She loves conversing with interesting people, exploring new places, reading and eating (also cooking, sometimes).