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 Zizheng Yu

Zizheng Yu

Research student,

Two Central Square, Central Square, Cardiff, CF10 1FS


Zizheng Yu has worked for the Country Garden Real Estate in China as a Senior Brand Manager; as a Journalist in Chinese Southern Daily in Foshan, and UK Chinese Journal in London; as a Research Associate in China Current Network. Now, Zizheng Yu is a PhD Candidate at Cardiff University, JOMEC. Zizheng is the vice-president of UK-China Media and Cultural Studies Association (UCMeCSA), and also a member of IAMCR, ECREA and MeCCSA. His previous works can be found in Chinese Journal of Communication, Journal of Broadcasting & Electronic Media, and JOMEC Journal. 


Research interests

My research interests mainly focus on short-video-based (SVB) social media, consumer activism/political consumerism, media practices, video activism, social movements, digital activism, and cultural semiotics studies.


  • (2020-2021) (MC1119) Advertising and the Consumer Society 

  • (2021-2022) (MC1578) Understanding Journalism Studies


Consumer Video Activism in China: An Empirical Investigation into its Origins, Dynamics, and Impacts



Dr Emiliano Treré

Senior Lecturer in Media Ecologies and Social Transformation


Professor Stuart Allan

Professor of Journalism and Communication