Hui Zhao

Doctoral Student

Research areas and keywords

UKÄ subject classification

  • Social Sciences
  • Media and Communications
  • Communication Studies
  • Media Studies


Hui Zhao is a Ph.D. student in Department of Strategic Communication at Lund University. Prior to joining Lund University, she has been continuously engaging in rich media-related training, working, and research practices. She received an M.A. in Communication (2010, merit) from Hong Kong Baptist University and a B.A. in Chinese Linguistics and Literature (2007, merit) from Fuzhou University. She has worked as a researcher for a government department to improve the affordability, availability, and accessibility of online government services. In addition to the working experiences in new media, she possesses several years of journalistic experiences in different job positions and media agencies, including Hong Kong Wen Wei Po and Fuzhou Evening News. Meanwhile, she has also devoted to the teaching side of her career as an external lecturer in bachelor’s degree programme of Communication and Journalism.

Through these experiences, she has developed research interests in communication in general and strategic use of new media in particular. Her current research mainly focuses on social media, crisis communication, social change, and E-governance. Some of her publications have appeared in International Journal of Strategic Communication and China Perspectives, among others. She has also received several awards and scholarships such as the Top Student Paper Awards from the Organizational Communication Division and the Public Relations Division of International Communication Association (ICA) in 2017; Best Student Paper from 1st Annual Conference of the Public Relations Society of China and 9th International Forum on Public Relations & Advertising in 2016; Landshövding Per Westlings Fund in 2017; Campus Vänner scholarship in 2016.



The crisis communication has been thrust into a new era, namely “mass self-communication” that brings grand challenges to governments or corporates in the network society. This Project will take Weibo in China as a case to explore the dynamics of crisis communication in the age of social media, departing from but transcending the diverse frames created by multiple communicators during crises. This project aims to identify crucial dynamic mechanisms that occur/ recur in crisis communication, but produce different aggregate outcomes depending on both the internal and external factors of organizations. Based on theories of rhetorical arena and framing, this study emphasizes that there are multiple and autonomous actors participate in a dynamic and ongoing process of crisis framing, which is constrained and facilitated by contextual factors. Both qualitative and quantitative methods are employed to reveal the dynamic mechanism in crisis communication.


Crisis communication, Contemporary Public Relations, and Supervision

Recent research outputs

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