Recently, the list of 2021 National Social Science Fund（NSSF） annual projects, youth projects and late-stage funded projects has been announced. We have won 4 NSSF general projects and 1 NSSF late-stage funded key project. The NSSF late-stage funded key project is the only key project among the 5 NSSF later-stage funded projects of the National Social Science Foundation of China (NSSFC) granted to the South China University of Technology in 2021.

The list of the 5 NSSFC approved projects is as follows:

1. 2021 National Social Science Fund General Project: Theoretical and Practical Research on Computational Advertising under the New Liberal Arts Background

Principal Investigator: Professor Duan Chunlin

Academic Resume: Duan Chunlin, professor and doctoral supervisor of School of Journalism and Communication, the South China University of Technology, director of Guangdong Key Laboratory of Innovative Application of New Media and Brand Communication, director of Guangdong Big Data and Computational Advertising Engineering Technology Research Center, Wuhan University Advertising Ph.D. Founder of the National Integrated Brand Communication (IBC) theoretical system.

Project Introduction: The project, Theoretical and practical research on computational advertising in the context of new liberal arts, builds and studies the theoretical system of computational advertising based on the perspective of interdisciplinary integration. In general, this subject takes into account the academic value of building a scientific and systematic computational advertising theory and interdisciplinary system and the application value of providing a strong basis for social decision-making and improving talent training models, based on theoretical paradigms and interdisciplinary systems. It strives to achieve the three main goals of building a theory based on Chinese local practice, building a discipline system based on local theory development, and cultivating high-quality compound talents based on local courses.

2. 2021 National Social Science Fund General Project: Research on the Promotion Strategies of China's Media Health Communication from the Perspective of Healthy China

Principal Investigator: Professor Rui Jian

Academic Resume: Rui Jian, professor of the School of Journalism and Communication, the South China University of Technology, deputy director of the Guangdong Provincial Center for Public Health Risk Monitoring and Information Communication, member of the editorial board of the SSCI journal Asian Communication Journal, guest deputy editor-in-chief of the SSCI journal Frontiers of Psychology, executive director of China Internet Communication Society, director of Health Communication Professional Committee of China Journalism History Society. His research focuses on the impact of new media and interpersonal communication on health communication. He has held 1 National Social Science Fund project, 1 project funded by Guangdong Provincial Department of Education as PI, and undertaken a number of other sponsored projects entrusted by government departments. In 2021, he won the first prize of the Guangdong Philosophy and Social Science Award.

Project Introduction: The project, Research on the Promotion Strategies of China's Media Health Communication from the Perspective of Healthy China, deeply investigates the current public evaluation of media health communication in China, explains why the public makes these evaluations by studying the factors affecting the audience adoption of health information, and then discusses how the media can give full play to the technical advantages against these influencing factors to realize the innovation of mediated health communication in the three aspects of information content design, expression and dissemination. At the same time, with the direction of improving the health communication of the media, the project combines the Healthy China 2030 Plan with the current state of media health communication, aiming to promote the change of the public's demand for health from necessary for survival to quality of life, to increase the behavior conversion rate of media health information, let the public shift from knowing health information to correcting healthy behaviors, and achieve the ultimate goal of guiding the public to form a healthy lifestyle.

3. 2021 National Social Science Fund General Project: Research on Guangdong Publishing History (1912-1949)

Principal Investigator: Professor Zhao Hong

Academic Resume: Zhao Hong, born in 1966, from Yueyang, Hunan. Professor at the School of Journalism and Communication, South China University of Technology. His academic part-time jobs mainly include the executive director of the China Journalism and Communication Education History Research Association, the deputy director of the editorial committee of the Guangdong Publishing Association, and the executive director of the Guangdong Journalism Society. He has long been engaged in news history, editing and publishing theory and practice research. He has held 1 sub-project of the National Social Science Fund Major Project, 1 National Social Science Fund General Project, 1 Guangdong Provincial Social Science Fund Project, and 2 Guangdong Provincial Soft Science Projects as PI. So far, he has published 6 monographs and more than 20 papers in CSSCI journals.

Project Introduction: Research on Guangdong Publishing History (1912-1949) mainly studies the publishing management, major publishing institutions, publications, publishers and publishing activities, typical cases, etc. in Guangdong during the Republic of China. Geographically, in addition to Guangdong Province, it also includes Hainan, which was under the jurisdiction of Guangdong at that time while the studies on regions of Hong Kong and Macao are limited to management and circulation of publications import and export. The purpose of this project is to comprehensively and systematically study the relationship between publishing and the changes in politics, culture and social concepts, sort out the development of Guangdong's publishing industry during the Republic of China, summarize the characteristics of different historical stages, and present the whole of Guangdong's publishing industry in this period. On the basis of digesting and sorting out relevant historical materials, write a monograph on the history of local publishing with solid materials, clear viewpoints, innovative content and style, which can fully reflect the development of the publishing industry in Guangdong in the Republic of China, and provide information for the study of Chinese publishing history and local cultural history. Important theoretical resources and literature.

4. 2021 National Social Science Fund General Project: Research on Ethnic Consciousness Writing and Chinese Cultural Identity in Hakka Video Documents in Southeast Asia

Principal Investigator: Professor Li Xiaohua

Academic Resume: Li Xiaohua, professor at the School of Journalism and Communication, South China University of Technology, deputy director of the Hakka Institute, visiting scholar at the Department of Anthropology at UCLA and the Center for Media and Culture Studies at UC Riverside. She has mainly engaged in film and television anthropology, research on media culture and criticism, cross-cultural communication. She has published 2 personal monographs, more than 50 academic papers, and held over more than 10 various funded projects as PI.

Project Introduction: The project, Research on Ethnic Consciousness Writing and Chinese Cultural Identity in Hakka Video Documents in Southeast Asia, mainly uses interdisciplinary theories and methods such as communication, ethnology and anthropology to collect and sort out the image documents of Hakka in Southeast Asia, and explore the connotation of social culture and consciousness. The purpose is to use the historical value of images to analyze the social picture within the ethnic group from the image text, and to explore the psychological mapping of images in the construction of ethnic identity and cultural identity. Southeast Asian Hakka is an important part of overseas Chinese. Through the in-depth investigation of the Southeast Asian Hakka group, it can provide a valuable reference for improving the Chinese cultural identity of overseas Chinese, and provide a certain strategic reference for promoting the contemporary rejuvenation of the Chinese nation.

5. Key projects funded by the National Social Science Fund in 2021: The History of Cantonese Culture

Principal Investigator: Professor Tan Yuanheng

Academic Resume: Tan Yuanheng, director of the Hakka Research Institute, second-level professor, doctoral supervisor. member of China Writers Association, member of China Television Artists Association, member of International IR SCL, counselor of Guangdong Provincial Government, vice president of China New Literature Society. He has published more than 200 literary, historical and philosophical works, including 8 volumes of “Yuanheng Wencun”, 12 volumes of “Tan Yuanheng Collection”, and monographs such as Chinese Cultural History Views, The Cultural Anthropological Construction of the Two Major Groups in South China, Hakka Culture, and History of the Thirteen Lines. His literary creations include Hakka Soul, The Thirteen Lines of Aristocratic Family, The Post-educated Youth: Women's Trilogy, Invalid Passport, and Three Pan Brothers. He was also the writer of more than 100 (sets) of film and television works, including “Hakka women”, Hakka, and The Vicissitudes of the Right Way. He has successively won 5 national government awards and 5 national awards. In 1993, he won the special government allowance of the State Council. He has been invited to give lectures in Europe, America, Asia and Africa, and many of his works have been translated into English, French, Japanese and other languages.

Project Introduction: The History of Cantonese Culture is a companion volume to History of Hakka Culture (awarded the Humanities and Social Sciences Award for outstanding scientific research achievements in colleges and universities). It has three volumes and 1 million words. It shows Guangfu culture in all aspects from the study of Guangfu source history, cultural evolution, economic changes (the starting point of the maritime Silk Road, the thirteen elements, national industrial and commercial development, etc.), major events, historical celebrities and folk customs, laying a solid foundation for the establishment of Cantonese Studies.