On May 28, the School of Journalism and Communication held the Nankai Communication Lecture at Xiushan Hall. Professor Xue Ke, an alumna of NKU, Ph.D. supervisor of Shanghai Jiao Tong University, and Vice Dean of USC-SJTU Institute of Cultural and Creative Industry, delivered a keynote report on The Visibility of the Digital Culture Industry in Shaping the National Image. Ma Changhong, Secretary of the Party Committee of the School of Journalism and Communication, presented Professor Xue with the Nankai Communication Lecture Speaker certificate. The young faculty and students of the School attended the event.
During the lecture, Professor Xue noted that a nation's image is shaped from both internal and external perspectives, a topic that has long been central to China's international communication efforts. Using the communication of the digital cultural industry as an example, Professor Xue illustrated how China's national image can break boundaries and be reshaped through communication. This analysis was grounded in core characteristics of sharing, integration, empathy, and co-creation, as well as domestic and international cases of intangible cultural heritage.
Professor Xue gave an overview of the PMIAI theoretical model, developed by her team based on extensive research experience in international communication and branding. The model consists of five dimensions, namely Perception, Motivation, Interest, Action, and Identity, which provides a practical methodological guide for promoting Chinese cultural products internationally.
Following the lecture, Professor Xue engaged in an in-depth discussion with faculty and students on topics such as AI applications and the theoretical and practical aspects of student development, creating a lively atmosphere.
[Scholar Profile] Xue Ke is Vice Dean of USC-SJTU Institute of Cultural and Creative Industry, a professor, and a Ph.D. supervisor. She has been honored with national-level talent titles and is a recipient of the State Council Special Allowance. Her research focuses on digital technology and the socialized communication of intangible cultural heritage, digital intelligence in cultural innovation and social development, and international communication. Professor Xue has led multiple major research projects, including key projects on arts under the National Social Science Fund of China, major projects on cultural heritage protection and inheritance under the National Social Science Fund of China, key projects of the National Social Science Fund of China, as well as key projects under the National Ethnic Affairs Commission of China. She has published over a hundred academic papers in journals such as Journalism & Communication, Chinese Journal of Journalism & Communication, Modern Communication, and Journalism Research, with many of her papers cited by China Social Science Excellence and Xinhua Digest.
