Yao Yao
(she/her)

BA (Hons), MA, PhD Student

Teams and roles for Yao Yao

Research student
School of Journalism, Media and Culture

I am a PhD student at Cardiff University. My research direction is the impact of digital media technology on cultural dissemination. I am particularly interested in interdisciplinary studies.

Over the past three years, I have published two articles. The first one was published during my undergraduate years,a study on gender discrimination on social media platforms. The second one was published during my graduate studies, research on marketing strategies for self-media. Additionally,during my undergraduate year, I participated in a project in collaboration with an NGO to promote and publicize the campaign against school bullying and to focus on students'mental health. My main task was to promote and market the activities and products within the project using social media platforms.

Date
Type

2024

Yao, Y. 2024. Exploring the marketing communication strategy of Li Ziqi's self-media brand based on SWOT. Journal of Education, Humanities and Social Sciences 27, pp. 473-479. (10.54097/k0zcrh12)

2023

Yao, Y. 2023. Research on the influence of new media on female reproductive rights —content analysis based on china’s family planning policy. Lecture Notes in Education Psychology and Public Media 4(1), pp. 354-359. (10.54254/2753-7048/4/20220390)

My research primarily focuses on digital media and cultural communication. I explore the factors that influence how digital media technology affects the dissemination of cultural products. Additionally, I study the causal relationship between digital media technology and the audience, as well as ways to achieve more effective cross-disciplinary integration of culture, technology, society, psychology, and communication.

My research mainly consists of: