Assistant Professor, Programme Director
Programme of Public Relations and Advertising

Office: T2-502-R6
Tel: (756) 3620507
Email: nc.ude.ciu@uxdrahcir

                                           PRA Dr. Xiaying Richard XU 
Academic & Professional Qualifications
  • Ph.D. Communication (University of Macau, Macau)
  • M.A. Communication and New Media (University of Macau, Macau)
  • B.A. Chinese Language and Literature (Guangdong University of Finance and Economics, China)
Research Interests
  • Advertising Aesthetics
  • Creative Industries
 Selected Research Project / Grants
  • 2018-Present, Principle Investigator, Native Ads on Wechat Public Accounts.
  • 2018-Present, Member of Editorial Board, Anthem Press Television Studies Series.
 Selected Publications
  • Xu Xiaying & Tony Schirato (2015). Chinese Creative Industries, Soft Power and Censorship: the Case of Animation. Communication, Politics & Culture Journal, 48 (2), pp. 24-43.
  • Xu Xiaying, Tan See Kam & Jiang Wei (2013). Of Goats, Lambs, Sheep and Wolves: Chinese animation and cultural industries. Asian Cinema, 24 (2), pp. 239-258.
  • Xu Xiaying (2012). Chinese Audiences and U.S. Sitcoms: the Case of Friends. Projections, 1, pp. 1-30.
  • 许夏营 (2014) 中国动画电影进入媒体融合时代了吗? ——结合《 十万个冷笑话》 个案。《电影艺术》, 第6期, 第33-38页。(CSSCI)。
  • 许夏营 (2014) 动画电影如何穿透文化——《 疯狂原始人》 的 “叙事透明性” 分析。《当代电影》,第1期,第159-161页。(CSSCI)。
  • Hui, Liu, Shi-Yan Chao, and Richard Xiaying Xu (2018). “Guangzhou film” and Guangzhou urban culture. In Emilie Yueh-yu Yeh (ed) (2018). Early Film Culture in Hong Kong, Taiwan, and Republican China: Kaleidoscopic Histories. University of Michigan Press.
Conference Presentations
  • Xu Xiaying, Rao Runshi & Zhao Mengmeng (2019) Seamless Transition: Genre Analysis of Native Ads on Wechat Public Accounts. Paper presented at the 12th International Forum on PRAD & The 6th Annual Conference of PRSC, Xiamen University, July 19, 2019.
  • XU Xiaying (2015) A Bar and a City: the London Lounge in Zhuhai. Paper Presented at the First Global Creative Industries Conference, HKU, April 19, 2015.
Courses Taught
  • Public Relations and Advertising Strategic Campaigns
  • Introduction to Communication
  • Public Relations Writing
  • Mass Media Writing
  • Advertising Copywriting
  • Consumer Behavior
  • Professional Communication Skills
  • Applied Ethics in Humanities and Social Sciences
  • Photography and Videography in Advertising
  • Language, Media and Culture
  • New Media Communication (MA)