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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 and ECREA. My previous work can be found in Chinese Journal of Communication.

Zizheng's latest CV:


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.


An Empirical Research on Consumer Video Activism and the Emergence of the Consumer Sphere in China



Dr Emiliano Treré

Senior Lecturer in Media Ecologies and Social Transformation

Stuart Allan

Professor Stuart Allan

Head of School