Our faculty explore Digital Art and New Media Art to generate questions (New Art Forms) relating to practice. The research emphasize on the knowledge of practice-based in art, the emergence and resurgence from Pop Art, and global perspective in contemporary art.

MAD faculty investigates how subjectivity and identity are played out in the virtual world, by conducting research into Second Life. Dr. Janey Xiaowei HUANG’s study focuses on how people produce and represent themselves as ‘virtual bodies’ in Second Life, and consider to what extent ‘actual world’ concepts about identity categories, and their associated forms of performativity, are carried...

MAD researchers explore the possibilities of adopting emerging media in Media arts related disciplines. From critical perspective, Dr. Yuan YUAN focuses on the ethics of artwork creation and design. Her most recent research embodies game-based learning, media ecology and physical and digital interactivity. She conducts user experiments to gain scientific understanding of how emerging interactiv...

Faculty in the program Cinema and Television (CTV) study television and new media from an interdisciplinary perspective – psychology, industrial research and cultural studies. The faculty members adopting the psychological perspective focus on the relationship between the consumption of television and new media content, and the audience’s perceptions, attitudes and behavioral patterns. The research topics include streaming media and reality TV, celebrity studies and influencer advertising, social media and audience analysis, online short videos, and 3D animation. Some faculty members also examine the new media industry by analyzing how the appearance and the characteristics of social media influence the creative industry as a whole.

Faculty in the program Cinema and Television (CTV) engage in film studies by integrating cultural investigations, technological studies, and research in political economy. CTV faculty members examine symbols and meanings in films and other video forms, revealing the profound cultural implications on people in society. In specific, they focus on films and a variety of video forms in Chinese and ...

The nature and the characteristics of cultural and creative industries, internship, brand building and equity of cultural capital, Creative Supply Chain Theory and operations, core competencies of creative workers

The characteristics and scales of event planning, operations and customers’ satisfaction, promotion and communication, marketing and advertisement with social media

Audience satisfaction, Service quality, Users behavior, creative interpretation in exhibition and museum design and services, the design processes and trends, Green or sustainable design

1. The development and the latest trends of tourism, cultural heritage and hospitality. 2. The investigation of Customers’ perception and selection on tourism, hospitality services and leisure management. 3. Marketing Communication – its methods and impacts. 4. Big data analytics/experiment design. 5. Eye-tracking, facial emotion analysis, text mining, sentiment analysis, social network analysis. 6. Regression analysis (negative binomial regression, beta regression, spatial regression, ordinary least squares).

This area covers objective measurement for Innovative Talent in Higher Education, Spontaneous Biometric and Psychometric measures of Creativity Concepts and Inventory