ZHANG Qingyuan
Associate Professsor, Assistant Dean, School of Journalism and Communication, South China University of Technology(SCUT)
E-mail: zhangqingyuan@scut.edu.cn
COURSE TOUGHT
(Undergraduate Course) Public Relations; Crisis Communication Management; Advertising Copy and Content Innovation; (Postgraduate Courses) Computational Advertising; Sociology
EDUCATION
Sep. 2010 – Jun. 2013Renmin University of China, Communication, Doctor of Literature
Sep. 2004 – Jan. 2007Renmin University of China, Communication, Master of Literature
Aug. 1997 – Jun. 2001Tongji University, Thermal Engineering, Bachelor of Engineering
OCCUPATIONAL HISTORY
Jul. 2013 –School of Journalism and Communication, SCUT (Guangzhou, Guangdong province, China), Teacher, Teaching and Research
Jan.2020 – Jan.2021Nanyang Technological University, NTU(Singapore), Visiting Scholar
Feb.2017 – Apr. 2017 DENTSU INC. (Tokyo, Japan), Visiting Scholar
Jul. 2007 – Aug. 2010Public Communication Institute, Renmin University of China (Beijing, China), Research Assistant, Research
Feb. 2002 – Apr. 2007Shanghai LiChuang Enterprise Planning Co., Ltd. (Shanghai, China), Department Manager, Advertising Planning & Public Relations Consulting
Jul. 2001 – Feb. 2002Shanghai Jaykay Stationery Co., Ltd. (Shanghai, China), Office Clerk, Ad. Designing
MEMBERSHIPS OF ORGANIZATION
Deputy Director, Guangdong Big Data and Computational Advertising Engineering Technology Research Center
Member of Academic Committee, China International Public Relations Association
JOURNAL ARTICLES
l Zhang Qingyuan, Zhang Lingyuan, The Indeterminate Personality: The relationship between Digital Natives’ Personality Traits and WeChat Profile Image, Chinese Journal of Journalism & Communication, 2021,43(01):138-157.
l Gong He, Han Dong & Zhang Qingyuan(corresponding author), Rethinking the Chinese Situation of SCCT: Diversified Attributions and Trust Reconstruction——Taking the 2018 Vaccine Crisis as an Example, Journalism & Communication, 2019,26(06):16-34.
l Zhang Qingyuan,Cheng Wenqing, Returning to the Fact-value Dichotomy: A Research on Post-truth and its Principles in the Era of We-media, Journalism & Communication, 2018,25(09):51-67+126-127.
l Zhang Qingyuan, Fact Presentation and Value Reasoning: Research on Content Structure in External Communication, International Communications, 2018(08):46-49.
l Zhang Qingyuan, The Conflict-Determination Mode of Brand Communication Under the Perspective of Crisis, Contemporary Communication, 2018(04):75-79.
l Zhang Qingyuan, Zhang Lingyuan, Significance, Problems and Innovation of Tourism Book Publishing in New Media Era, Morden Publishing, 2020(01):88-91.
l Zhang Qingyuan, Liu Chunlian, On Value Aggregation and Win-win: Brand Communucation Value and Publishing Practice Stategies of Enterprise’s Book, Publishing Research, 2019(12):57-61.
l Zhang Qingyuan, Song Cheng, Creative Destruction: Reflections on the Reprinting of Classic Books in the Era of Self-Media, Morden Publishing, 2019(03):28-32.
l Zhang Qingyuan, Song Cheng, Paper Regression and Platform Construction: Research on New Media Integration and Operation of Professional Publishing Institutions, Publishing Research, 2018(10):57-60.
l Zhang Qingyuan, Zhang Lingyuan, Humanistic Regression Under the Logic of Technology: Bernbach’s Advertising Thought and Its Contemporary Value, Journalism & Communication Review, 2018,71(05):47-57.
l Zhang Qingyuan, From Transferring Information to Constructing Community: Advertising Works and Effect in The Era of Mobile Internet, China Internet, 2017, (04):28-33.
l Zhang Qingyuan, Dialogue on Equal Footing: Advertisers and Audiences in the Era of Mobile Internet, China Internet, 2017, (03):46-49.
l Zhang Qingyuan, Shi Yinxia, From Cooperation to Multi Integration: Advertising Agency and Medium in the Era of Mobile Internet, China Internet, 2016, (04):1-4.
l Zhang Qingyuan, Jiang Bo, The Connotation and Characteristics of Native Advertising, Journal of South China University of Technology (Social Science Edition), 2015,17(04):65-71.
BOOKS
l Zhang Qingyuan, Collective Memory Construction under the Perspective of Communication, Beijing: China Social Science Press, 2016.
l Zhang Qingyuan (Editor in Chief), Multiple Dialogue and Image Construction: An Analysis of Public Opinions Cases at Colleges and Universities in the Media Era, Guiyang: Guizhou People Press,2017.
l Zhang Qingyuan (Editor in Chief), Evaluation and Analysis of Environmental Crisis Communication Cases in the Era of We Media Guiyang: Guizhou People Press, 2018.05
GRANTS AND PROJECTS IN CHARGE
l Research on Collective Memory and Political Identity of College Students in the Era of We Media（2017-2019）
l Crisis Management and Communication Mechanism in Universities from the Perspective of Dialogue Paradigm (2018-2020)
l Research on the Construction of Guangzhou's Urban Image in Enterprise Brand Communication (2018-2020)
l A Study on Collective Memory of Well-off Society in the 40 Years of Reform and Opening-up (2019-2021)
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ATTASHMENT: ABSTRACT OF MAIN JOURNAL ARTICLES AND BOOKS
JOURNAL ARTICLES
1. Gong He, Han Dong & Zhang Qingyuan(corresponding author), Rethinking the Chinese Situation of SCCT: Diversified Attributions and Trust Reconstruction——Taking the 2018 Vaccine Crisis as an Example, Journalism & Communication, 2019,34(06):16-34.
Abstract: This study introduces the “Trustor-Trustee” framework into the Situational Crisis Communication Theory (SCCT). Through the semi-structured in-depth interviews with the 27 subjects during the 2018 vaccine crisis, this paper analyzes their attribution differences and the influences on crisis communication, and attempts to fill the theoretical gap within the traditional SSCT system. The results of semantic network analysis and thematic analysis reveal that the public as a trustor prefers to define the crisis as an “overall problem”, while the government as a trustee attributed the problem to an “individual organization's” illegal behavior. Besides, a confrontation was found between the government's crisis responses and the public's expectation. At the meanwhile, there is a contradiction between the public’s reliance on the government as a trustworthy information source and their dissatisfaction with the information per se, which also has planted the seeds of rumor. This paper also discusses the possible path of trust reconstruction from the perspective of “cocreational model”.
2. Zhang Qingyuan,Cheng Wenqing, Returning to the Fact-value Dichotomy: A Research on Post-truth and its Principles in the Era of We-media, Journalism & Communication, 2018,25(09):51-67+126-127.
Abstract: Post-truth has developed from a special phenomenon in the political field to a social cognitive law that cannot be ignored in the we-media era. This paper returns to the dichotomy between fact and value and explores the changes of the relationship chain of fact, truth, emotion and value behind post-truth in the context of new media. Facts, normative consensus and values together constitute the truth. The fact fragment summons the existing emotion, the existing emotion binds the truth which is free from the fact, the truth triggers or constructs the broader value, the value drives the emotion, further based on the new fact fragment or the imagination collages the truth to the fact fragment, thus constituted the post-truth complete development process. Post-truth is the new connotation of truth in the context of new media. It is a kind of reflection and value inspection, which is conducive to the solution of social problems.
3. Zhang Qingyuan, The Conflict-Determination Mode of Brand Communication Under the Perspective of Crisis, Contemporary Communication, 2018(04):75-79.
Abstract: By reflecting on the problems of the deviation of crisis attribute and the loss of brand subjectivity in the current research, this paper proposes that crisis is the most critical field and moment for brand communication and construction, and effective brand crisis communication is an important part of the overall brand strategy. Through the investigation of the origin of the concept of crisis, it is found that the conflict-decision logic inside the crisis can be used to explain and guide the more common daily brand communication activities, so as to put forward the conflict-decision mode of brand communication. This mode focuses on balancing the relationship between history and the present, crisis and normality, and emphasizes the important value of brand subjectivity construction in interaction. It is the transformation of existing brand communication research results and practical experience, and consists of four modules: background setting, historical management, crisis plan and theme communication.
4. Zhang Qingyuan, Zhang Lingyuan, Humanistic Regression Under the Logic of Technology: Bernbach’s Advertising Thought and Its Contemporary Value, Journalism & Communication Review, 2018,71(05):47-57.
Abstract: As a staunch of the humanist stance in the scientific and humanistic struggles of the 1950s and 1960s, William Bernbach influences the way Americans thought about generations of Americans with his original advertising thoughts and methods. In order to gain a deeper understanding of William Bernbach’s thoughts values, the article resets Bernbach’s life anecdotes, advertising works and copywriting, other people’s works, interviews and other materials in the context of his time, trying to interpret Bernbach’s ad- vertising thoughts and their research value. The article has the following findings. Firstly, Bernbach doubts whether technology can restore value. For Bernbach,rejection science is not a complete abandonment of sci- ence and technology. This is to warn people of science and technology to control people’s lives, but also to strengthen the advertising itself to achieve strong value and insight into human nature. Secondly, Bernbach values the utility of people, products,and advertising. Instead of flowing into the utilitarian orientation of prag- matism, Bernbach transforms the capture of the daily life experience of the audience into creative advertising copywriting and design elements, and uses advertising as a service that promotes products that are truly appli- cable to consumers. Thirdly, Bernbach hopes to find a balance between human nature, advertising value and social development. Born from giving people the needs and product characteristics, Bernbach believes that combining humanity, artistry and creativity can prevent advertisements from becoming a tool for manipulating people, so that the subjectivity of human beings can be maintained in scientific progress and even in times.
5. Zhang Qingyuan, Jiang Bo, The Connotation and Characteristics of Native Advertising, Journal of South China University of Technology (Social Science Edition), 2015,17(04):65-71.
Abstract: Native advertising market has developed rapidly in new media environment. However, academia and industry does not form a unified understanding on the connotation and characteristics of native advertising. Based on the integration of existing definitions and varieties division, the article summarizes the four connotation elements of native advertising, parses the corresponding characteristics, and discusses three important questions on the understanding of native advertising concept. According to the characteristics analysis of the connotation, the future development of native advertising will be based on the advertising industry mode of technical drive, which represented by big data, personal computing, mobile social networks and programmatic buying.
BOOKS
1. Zhang Qingyuan, Collective Memory Construction under the Perspective of Communication, Beijing: China Social Science Press, 2016.
Abstract: The book focuses on theoretical research framework of collective memory construction under the perspective of communication. It suggests that communication is the core of the collective memory, collective memory is constructed and exists in the constant interaction among people, groups, and society. Main contents include some theories and principled practice strategy of the concept of collective memory, content system, inheritance and dissemination, power and game of construction and so on.
GRANTS AND PROJECTS IN CHARGE
1. Yunxian City Brand Communication Planning of Yunnan Province（2017-2018）
Yunxian, yunnan province is a poverty alleviation city of south China university of technology. Currently, I am responsible for medium - and long-term communication planning, current communication and action plan of urban brand communication module.
2. Research on Collective Memory and Political Identity of College Students in the Era of We Media（2017-2019）
The characteristic innovation project of the education department of guangdong province mainly studies the collective memory and political identity of college students and the mutual construction relationship between them under the macro-social background of the transformation of China's new era.
3. Crisis Management and Communication Mechanism in Universities from the Perspective of Dialogue Paradigm (2018-2020)
Guangdong province philosophy and social science planning project, aiming at the specific social subject of Chinese universities, studies the current situation of crisis communication management and the internal complex power and interest mechanism based on the dialogue paradigm of public relations.
4. Research on the Construction of Guangzhou's Urban Image in Enterprise Brand Communication (2018-2020)
Guangzhou social science federation funded the research project of young scholars of yangcheng city in 2018, mainly based on the idea of intertextuality, to study the intertextuality mechanism between enterprise brand communication text and guangzhou city image construction text.
5. A Study on Collective Memory of Well-off Society in the 40 Years of Reform and Opening-up (2019-2021)
Ministry of Education Humanities and Social Sciences Research Youth Fund Project. This study focuses on the content system and formation mechanism of collective memory of well-off society as a major political and social discourse among key groups in China.
