Dr Hantian Zhang PhD, MSc, BA Hons, FHEA, PGDip
Senior Lecturer in Media
Summary
I am a Senior Lecturer in Media and the Course Leader for BA(Hons Media). I am currently teaching multiple modules for BA(Hons) Media and MA in Global Communication and Media.
My research focuses on cultural and technical aspects of social media including influencers, platforms, content, audience, participatory culture and algorithmic networks. My current research focuses on YouTube video networks, audience engagement with YouTubers, and gamification elements on online streaming apps.
I was awarded a PhD in Digital Media and Communication, and an MSc in Design and Digital Media (with Distinction) both at the University of Edinburgh.
About
I am a Senior Lecturer in Media at the Department of Media Arts and Communication. I am a Course Leader for BA(Hons) Media and a Collaborative Course Leader for BA(Hons) Creative Practice (Topup). I was awarded a PhD in Digital Media and Communication and an MSc in Design and Digital Media (with Distinction) both at the University of Edinburgh. I consider the area of media to be challenging because it requires creative thinking, research and technical skills. However, it is also a rewarding subject because of the creative outcomes it delivers. Therefore, I always feel enjoyable teaching and researching in the area.
My research covers cultural and technical aspects of social media including influencers, platforms, content, audience, participatory culture and algorithmic networks. My current research focuses on YouTube video networks, audience engagement with YouTubers, and gamification elements on online streaming apps. Outcomes of my research have been published in and presented at peer-reviewed international journal and conferences in Internet, Social Media, Communication, and Human-computer Interaction (HCI) studies. In addition to Digital Media research, I also have a background in Creative and Digital Media Production, including Graphic Design, 3D, Film Production and Web Design.
Before joining Sheffield Hallam University, I was a tutor and project supervisor for MSc Design and Digital Media at the University of Edinburgh and taught several modules including 3D and Animated Design, Digital Design and Digital Media Studio Project. I also worked at the Edinburgh Centre For Data, Culture & Society. Furthermore, I worked as a professional Graphic and Digital Designer at creative agencies in UK and China, and delivered works in, for example, web/app design, infographic design, branding, advertising and visual identity.
I am currently leading and teaching multiple modules for BA(Hons) Media, as well as teaching for MA in Global Communication and Media.
Senior Lecturer
Teaching
Department of Media Arts and Communication
College of Social Sciences and Arts
Media and Photography
BA(Hons) Media (Course Leader)
BA(Hons) Creative Practice (Topup)
Making Media;
Making Media 2;
Celebrity Culture;
Applied Project / Dissertation for Media;
Media, Arts and Communication Masters Dissertation/Project
Research
My recent research projects explore the connections between production context and audience engagement behaviours of YouTubers, YouTube video networks, audience engagement with YouTubers, and gamification elements on online streaming apps. For project details please see my publication list.
Publications
Key Publications
Zhang, H. (2023). A Case Study of YouTuber’s use of Twitter for Consumer Engagement. In Lupa-Wojcik, I., & Czyzewska, M. (Eds.) 10th European Conference on Social Media, Pedagogical University of Krakow, Poland, (hybrid), 18 May 2023 - 19 May 2023 (pp. 341-344). Reading, UK: Academic Conferences International Limited: http://doi.org/10.34190/ecsm.10.1.1002
Zhang, H., & Lee, J. (2023). Exploring audience engagement in YouTube vlogs through consumer engagement theory: the case of UK beauty vlogger Zoe Sugg. First Monday, 28 (4). http://doi.org/10.5210/fm.v28i4.11822
Zhang, H. (2022). Behind the Scenes: Exploring Context and Audience Engagement Behaviors in YouTube Vlogs. In Meiselwitz, G. (Ed.) 24th International Conference on Human-Computer Interaction (HCII2022), Gothenburg, Sweden (online), (pp. 227-246). Cham: Springer: http://doi.org/10.1007/978-3-031-05061-9_17
Zhang, H. (2022). Contextual Factors behind Audience Engagement Behavioursof YouTube Vloggers: A Case Study. In 9th European Conference on Social Media, 12 May 2022 - 13 May 2022. Reading: Academic Conferences International Limited: http://doi.org/10.34190/ecsm.9.1.105
Zhang, H. (2018). Evoking presence in vlogging: A case study of U. K. beauty blogger Zoe Sugg. First Monday, 23 (1). http://doi.org/10.5210/fm.v23i1.8107
Zhang, H. (2018). Vlogger's engagement via facebook: A case study of UK beauty Vlogger Zoella. Proceedings of the 5th European Conference on Social Media, ECSM 2018, 479-484.
Conference papers
Zhang, H., & Scheibe, K. (2023). Multi-platform Distribution of Video Content: An Analysis of Video Content Cross-posted by YouTubers on Bilibili. In Stephanides, C., Antona, M., Ntoa, S., & Salvendy, G. (Eds.) 25TH INTERNATIONAL CONFERENCE ON HUMAN-COMPUTER INTERACTION (HCII 2023)), 23 July 2023 - 28 July 2023 (pp. 149-156). Cham: Springer: http://doi.org/10.1007/978-3-031-36001-5_20
Zimmer, F., Scheibe, K., & Zhang, H. (2020). Gamification elements on social live streaming service mobile applications. In Meiselwitz, G. (Ed.) HCI International 2020: 22nd International Conference on Human-computer Interaction, Copenhagen, Denmark, 19 July 2020 - 24 July 2020 (pp. 184-197). Springer: http://doi.org/10.1007/978-3-030-49570-1_13
Theses / Dissertations
Zhang, H. (2019). Exploring engagement in vlogs through content, context and presence. (Doctoral thesis). Supervised by Lee, J., & Rawlinson, J.
Internet Publications
Zhang, H. (2023). Prime: a YouTuber expert explains how Logan Paul and KSI’s drink became so popular. https://theconversation.com/prime-a-youtuber-expert-explains-how-logan-paul-and-ksis-drink-became-so-popular-201792
Media
BBC Radio 5 Live, (2023). BBC Radio 5 Live Breakfast Interview on Prime Energy Drink and its Impact on Young People [Radio Interview]. [Radio]. https://www.bbc.co.uk/programmes/m001lqbh
(2023). Who is Prime Hydration and why does it cost more than R500 a pop? [Radio Interview].
Presentations
Zhang, H. (2024). Teaching as a content creator: Adapting YouTubers’ strategies for online lectures. Presented at: The international Social Media for Learning in Higher Education conference (#SocMedHE24), Sheffield Hallam University, Sheffield, UK
Rodriguez-Amat, J., Zhang, H., & Deller, R. (2023). Waka Waka and the Platform Influencers Labor in the Spanish Speaking Music Industry. Presented at: Global Perspectives on Platforms and Cultural Production, Amsterdam, Netherlands
Deller, R., Murphy, K., Rodriguez-Amat, J., & Zhang, H. (2022). Siblings that vlog together brand together: analysing networked connections between YouTuber siblings. Presented at: 9th European Communication Conference, Aarhus, Denmark
Zhang, H. (2022). Exploring the use of YouTubers’ strategies in video lectures for online teaching. Presented at: Creating Knowledge 2022, Online, 2022
Zhang, H., Deller, R., Kathryn, M., & Rodriguez-Amat, J. (2022). Are real-life siblings also algorithmic siblings? Mapping algorithmic connections between YouTuber brothers and sisters. Presented at: Global Perspectives on Platforms and Cultural Production, University of Amsterdam, 2022
Zhang, H. (2022). Teaching like a YouTuber: Exploring ways of applying YouTubers’ techniques for online lectures. Presented at: 2022 ECREA OSC CONFERENCE: A NEW ERA OF (DIGITAL) TEACHING? THEORY, CREATIVITY AND RESPONSIBILITY IN COMMUNICATION EDUCATION, Macromedia University of Applied Sciences, Köln, Germany (online), 2022
Zhang, H., Rodgers, D., Rodriguez-Amat, J.R., & Belinskaya, Y. (2021). Algorithmic Alchemy: The Power of the Witch on YouTube. Presented at: ICA 2021 - 71st Annual Conference, Denver, Colorado [online]
Zhang, H., Rodgers, D.A., Rodriguez-Amat, J.R., & Belinskaya, Y. (2021). The Shape of Witchcraft. Analytics of Recommendation Algorithms and the Platformization of Culture. Presented at: Algorithms in Film, Television and Sound Cultures: New Ways of Knowing and Storytelling, Bilgi University, Istanbul [online]
Caldeira, S., Ridder, S.D., Flores, A., Gellautz, E., Pozzi, F., Zhang, H., ... Li, M. (2021). #homesofInsta for a #lockdownlife: a digital exploration of everyday aesthetics and mediated domesticity on Instagram. Presented at: SMART Data Sprint 2021, Lisbon (online)
Other activities
- Peer reviewer for Convergence: The International Journal of Research into New Media Technologies
- Peer reviewer for Annual Hawaii International Conference on System Sciences (HICSS)
- Panel session Chair for European Conference on Social Media
- Member of the Media, Communication and Cultural Studies Association (MeCCSA)