Leah Li coordinates and teaches courses, researches and supervises HDR candidates across the Communication discipline, including Public Relations, Digital Communication, Journalism, and Media.
Leah is a lecturer and former Program Manager for the Bachelor of Communication (Public Relations) program in the School of Media and Communication at RMIT University. Prior to taking on the current position, she taught at Macquarie University and Sydney Institute of Business and Technology. Leah worked as an Associate Professor in Digital Media and Communication and was appointed to develop the new program titled "Internet and New Media" at three universities in China. She holds a PhD degree in International Communication and Media awarded at Macquarie University, and has worked as a consultant, strategic communication officer and journalist for industry.
Leah has cross-cultural working experience in teaching and inventing courses, as well as undertaking research in the multidisciplinary areas of Public Relations, Digital Communication, International Communication, Journalism, Media and Marketing at universities in Australia and overseas. She has a transdisciplinary educational background in communication, journalism and business; and focuses on the use of digital technology in learning and teaching.
Her primary research areas are in Place Branding, Digital Communication and International Public Relations. She is interested in exploring the use and innovation of digital technology in effective communication, including research into design and evaluation of digital communication tools/programs in addition to the exploration of new business models in the areas of Branding and Reputation, Disaster Communication and Digital Journalism; and has the expertise in designing and using a variety of research methods, including content analysis, focus group, survey, in-depth Interview, and semiotics. Leah has a record of over twenty-six peer-reviewed publications and ten peer-reviewed research grants; and has led and completed projects on behalf of commercial and public sectors. She welcomes HDR supervision in the diverse areas of Public Relations, Digital Communication, Place Branding, Disaster Communication, Public Diplomacy and Media Representation.
Leah is actively engaged with professional bodies and has collaborated with the organisations on industry-based projects in relation to digital communication strategies, user behaviours, market research, brand and reputation management, and media production, including CoreLogic RP Data, the Guangdong Television Corporation, the Australian Broadcasting Corporation, Shantou Television Corporation, the Municipal Government of Guangzhou, the Provincial Government of Guangdong, and the Centre for International Communication Study in Beijing.
GRANTS, PROJECTS AND PHD SUPERVISIONS
As Chief Investigator
- 2015-2018 Mobile Technology and Social Media in Disaster Communication; RMB200.000 (about $40,000)
- 2015 Online Mortgage Loan Analysis and Mobile Marketing Strategies; $7725
- 2014-2015 User Behaviours and Online and Offline TV Program Development RMB50.000 (about $10,000)
- 2015-2017 Digital Technology in Disaster Management in Guangdong; RMB 50.000 (about $10,000)
- 2014-2016 Branding Guangzhou Overseas in the Digital Media Landscape; RMB 30.000 (about $6,000)
- 2013-2015 Introducing Talents from Oversea Universities to China, RMB 60.000 (about $12.000)
- 2013-2015 Internet and New Media Research Methods, RMB10.000 (about $2,000)
- 2013-2014 Use of Social Media in Communicating Mining Disasters to the Public: RMB 40.000 (about $8,000)
- 2009 Macquarie University Postgraduate Research Fund; $4,000
- 2006-2007 Strategies for Guangdong Broadcasters to Compete with Hong Kong Broadcasters; RMB20.000 (about $4,000)
As Associate Investigator
- 2013-2016 Reinvention of Journalism Education in the New Media Age; RMB 600.000 (about $120,000).
- 2014-2016 Communicating the President Xi Jinping's Socialist Core Values via Online Platforms; RMB 100.000 (about $20,000).
- 2014-2017 Production of a TV Show Based on Linda Thomson's Harry the Hypno-potamus; RMB 90.000 (about $18,000).
- 2012-2015 Internet Use and Addiction among University Students in Guangzhou and Hong Kong; RMB 30.000 (about $6,000)
- 2012-2015 Public Opinion towards China in "We" Media
A list of funding bodies and project codes is available upon request.
Supervisor PhD Projects
- Football Dream: China Dream: Public Engagement, Social Media and Nation Branding
- Social Media Celebrity Role in Building Government Image in Saudi Arabia
- Inclusion of Online Media in Daily News Gathering in Oman
- Utilising Social Media to Engage Employees in Corporate Social Responsibility
- Utilising Digital Technology in Disaster Communication in Philippine
PUBLICATIONS PRIOR TO 2012
- Li, L.X. 2004. The Marketing Strategic Desktop Guide, Shantou University Press.
Peer reviewed journal articles
- Li, L.X.2016, "Online Strategies for Promoting the Socialist Core Values in the City of Guangzhou", Academic Search for Truth and Reality.
- Li, L.X. 2010, "The Rio Tinto Espionage Case in The Australian", Shanghai Journalism Review, Vol.6, no.328. (CSSCI)
- Li, L.X & Chitty, N. 2009, "Reframing National Image: A Methodological Framework", Conflict & Communication Online, Vol.8, no.2. (ERA.)
- Li, X. 2007, "Guangdong Undergraduates Information Demand and Preferences of News Programs Run by Domestic and Cross-border Broadcasters", Television Studies, Vol.207, no.2. (CSSCI)
- Li, X. 2007, Surveying University Students' Views of TV Presenters in Guangdong, Journalists, no.3. (CSSCI)
- Li, X. 2006, "Clashing and Convergence: A Comparative Study of the Editorial Pages of US Major Daily Newspapers and their Chinese Counterparts", Journalism Quarterly, Vol.88, no.2. (A ranking journal by the CSSCI.)
- Li, X. 2004, "Making a Balanced Report", Chinese Journalist, no.9.
- Li, X. 2004, "Reporting Disasters in the West", Chinese Journalist, no.5.
- Li, L.X. 2011, "Framing China and the United States: A case study of the Australian Broadcasting Corporation's Current Affairs Television Program in the 21st Century", In Clarke J., Bromley M. (eds), International News in the Digital Age: East-West Perceptions of a New World Order, the Impact of Digital Technology, Routledge. (A ranking)
- Li, L.X. 2007, "Thoughts on the International Communication of SARS", In Yan C., Li D. (eds), Case Analysis of Crisis Event Reports, Beijing: Foreign Press.
- Li, L.X. 2004, "Local Publicity Approaches in the Twenty-first Century: A Case Study of Shantou TV Station", Chinese Broadcasting, Television and Films Thesis Collection, Chinese Broadcasting, Television and Films Press.
- Li, L.X. & Lin, L. 2004, "A Study on Linguistic Features of the Contemporary Chinese English-Language Newspaper", Papers in Honour of the Seventieth Birthday of Liu Shuxin, Beijing: Chinese Broadcasting and Television Press.
- Li, L.X. 2002, "Chinese Women's Social Status and Chinese Marriage Law", Outstanding Graduating Thesis Collection of Shantou University of 2002, Shantou: Shantou University Press.
Refereed conference proceedings
- Li, L.X. 2010, "A Comparative Framing Analysis of China Based on Current Affairs Programs Presented by the ABC and SBS", In Papanikos G. T. (ed.), The 8th Annual International Conference on Communication and Mass MediA. Athens Institute for Education and Research.
- Li, L.X. 2009, "Representing China by the Australian Public Broadcaster: Evolving or Stereotyped", In T. Flew (ed.) Communication, Creativity and Global Citizenship: Refereed Proceedings of the Australian and New Zealand Communications Association Annual Conference.
- Li, X. 2005, "Use of Media Economy to Support the Poor". Global Communication Research Association Third Annual Conference, Guangzhou: South China Normal University
- Li, L.X. 2014, "The Image of China in Australia: A Conversation with Bruce Dover", Global Media Journal – Australian edition, Vol.8, no.1. ((This journal is given a B ranking by the ERA.)
- Li, L.X. 2010, "In Conversation with Greg Wilesmith on the ABC's Foreign Correspondent and the Image of China in Australia", NEO: Journal for Higher Degree Research in the Social Sciences and Humanities
Leah provides services in relation to digital communication strategies, user behaviours, market research, brand and reputation management, and media production.
- 2013-2015 Director, LILY Information & Consultancy Services Corporation, Sydney
- 2015 Researcher, CoreLogic RP Data, Responsible for the International Tiger Project
- 2013–2015 Consultant, Guangdong Broadcasting Corporation, Responsible for Online and Offline TV program innovation
- 2010-2011 Production Cultural Consultant, Condon Entertainment Corporation, Responsible for the documentary production
- 2009–2011 Research and intern experience, Australian Broadcasting Corporation, Responsible for international news production
- 2002–2005, Journalist, Strategic Communication Officer and Media Researcher, Guangdong Broadcasting Corporation, Responsible for news and documentary production and strategic communication
Professional memberships (2009-2012)
- The Association for Education in Journalism and Mass Communication
- The Australian and New Zealand Communication Association
- The International Association for Intercultural Communication Studies
- The International Association for Literary Journalism
Commercial and Government Reports
- 2015 Online Mortgage Loan Analysis and Mobile Marketing Strategies: For CoreLogic RP Data, Sydney.
- 2015 Online and Offline TV Program Development in the Digital Media Age Research Report: For Guangdong Radio & Broadcasting Corporation, Guangzhou.
- 2015 Strategies for Promoting the Image of Guangzhou Overseas through the New Media: For the Municipal Government of Guangzhou.
- 2014 Digital Strategies for Communicating Socialist Core Values: For the Provincial Government of Guangdong.
- 2012 Public Opinion towards China in Australia: For the Centre for International Communication Study, Publicity Research Overseas, Beijing.
Invited Media Interview and Industry Talk, and Scholarship
- China’s Digital Strategies, SBS (Special Broadcasting Service), Australia
- Brand Guangzhou Overseas, Nanfang Metropolitan, China
- Online Public Opinion Analysis and Management, Ministry of Education in Guangzhou
- Digital Literacy among the Youth, Ministry of Education in Guangzhou
- Invited editorial member, Journal of International Communication, Journalism and Mass Communication
- Co-funded International Macquarie University Research Excellence Scholarship
Conferences and Presentations
- Comparative Communication Study International Symposium, Deakin University, Australia Cities 4.0 Summit 2018, Albert Park, Melbourne, Australia
- Capitalising on China's Digital Revolution; The University of Sydney
- Advancing Social Cohesion-Towards a National Compact Conference; The University of Western Sydney
- ADMA's Festival of Marketing, Media, Analytics and Advertising; Association for Data-driven Advertising & Marketing, Sydney
- The 2014 ANZCA Conference; Swinburne University of Technology
- Guangdong Internet Conference, Guangzhou
- Global Mobile Internet CEO Forum, Guangzhou
- Guangdong Internet Association Traditional Enterprise Transformation and E-Commerce Summit Forum, Guangzhou
- Media Convergence and Development of The First Summit Forum; Yangcheng Evening News Group, Guangdong Journalism Association, and Sun Yat-sen University
- China New Media Communication Association Annual Conference; Communication University of China
- The Third Chinese Cultural Trade Development Conference; Chinese Ministry of Commerce
- The First National Conference for Internet and New Media; Huazhong University of Science and Technology
- The Sino-UK Higher Education Symposium on Creative Media Industry; Sun Yat-senUniversity, Cultural and Education Section British Council
- The 8th Annual International Conference on Communication and Mass Media; Athens Institute for Education and Research, Athen
- The 5th International Conference for Literary Journalism Studies; The International Association for Literary Journalism Studies, Roehampto University, London
- The 16th International Conference of the International Association for Intercultural Communication Studies; The International Association for Intercultural CommunicationStudies, South China University of Technology, Guangzhou
- The 2009 AEJMC Annual Convention; The Association for Education in Journalism and Mass Communication, Boston
- The ICA conference on Journalism in the 21st Century; Melbourne University
- The 2009 ANZCA Conference; The Australian and New Zealand Communication Association, Queensland University of Technology
- The conference on the Changing World of International News in the 21st Century; The Foreign Correspondents Club of Hong Kong, Hong Kong Baptist University
- The Fourth Macquarie-Tsinghua Graduate Workshop; Macquarie University, Tsinghua University
- International Communication Conference; The International Communication Association, Communication University of China
- The Third Tsinghua & Macquarie Graduate Workshop; Macquarie University, Tsinghua University
- Li, X.,Feng, J. (2022). Nation Branding through the lens of soccer: Using a sports nation branding framework to explore the case of China In: European Journal of Cultural Studies, 25, 1118 - 1138
- Li, X.,Feng, J. (2022). Influenced or to be influenced: Engaging social media influencers in nation branding through the lens of authenticity In: Global Media and China, , 1 - 22
- Li, X.,Feng, J. (2021). Empowerment or disempowerment: Exploring stakeholder engagement in nation branding through a mixed method approach to social network analysis In: Public Relations Review, 47, 1 - 18
- Li, X. (2020). Positive Projection: Soccer and Xi's Softpower Strategy - Branding, Intention, Ambition, and Assertion In: Softpower, Soccer, Supremacy, Peter Lang, United States
- Li, X. (2017). From Beijing to Rio: Rebranding China via the modern Olympic games In: The Journal of International Communication, 23, 252 - 271
- Li, X. (2017). Soft power projection: from colonial victim mentality to 'Middle Kingdom' global power mentality: rebuilding China's image through sport: Western media responses In: The Olympic Games: Asia Rising: London 2012 and Olympic 2020, Communication University of China Press, Beijing, China
- Li, X.,Yi, L. (2016). City Images of Beijing, Shanghai, and Guangzhou projected by the media in the West In: International Communications, , 53 - 55
- Li, L.,Ji, D. (2016). Online Strategies for Promoting the Socialist Core Values in the City of Guangzhou In: Tanqiu, 4, 26 - 34
- Li, X. (2015). Exercising soft power: China's self-portrayed and perceived images in the early twenty-first century In: China and the world: Theatres of Soft Power, Communication University of China Press, Beijing, China
- Li, L.,Cai, X. (2015). Strategies for promoting the image of Guangzhou overseas through the new media In: Blue Book of Guangzhou, Social Sciences Academic Press, China
2 PhD Current Supervisions4 PhD Completions
- Perceive and be perceived: Examining the city branding of Qingdao and Melbourne through a security paradigm in the context of the rocky Chinese-Australian relations. Funded by: ASSA-CASS Joint Action Program from (2020 to 2023)