The Laboratory of the Innovative Application of New Media and Brand Communications in Guangdong Province is the provincial key laboratory of philosophy and social science, relying on the professional orientation of “Engineering in the Liberal Arts” in the College of Journalism and communication of South China University of Technology, as well as the professional advantages of new media and brand communication. It was established by integrating the crossed dominance of the information technology research, new media research and brand communication research and working in coordination with the key disciplines of Colleges of Computer, Software and others. In addition, the laboratory consists of four research centers, including the communication and innovation of mobile Internet and integrated brands research center, digital content industry and social development research center, integrated management of the new media and platform research center, and the monitoring and analysis of big data and new media performance research center. At present, there are 41academic researchers in the laboratory, including 40 doctors accounting for 97%, 1 post doctor, and 34 graduate students in the Master.

The Laboratory satisfies thestrategic need of development of social information and digital media in Guangdong Province. Our study focuses on the internet public opinion and the law and practice of brand communication under the complex digital multimedia environment. We do strategic and policy research which takes big data as the main focus. Through providing the important information consulting、advice and report for provincial government, we promote the cooperation and communication between academic institutions and government departments both domestic and abroad. We also promote the integration among the multiple subjects and become the significant think-tank which studies the development of information and new media in South China.