2024 International Summer School Academic Camp Successfully Concludes

The School of Journalism and Communication at Renmin University of China (RUC) successfully held the 2024 International Summer School Academic Camp, which lasted from July 1 to 17, 2024. Themed “Global Branding and Organizational Communication Strategy in the Digital Age,” the camp witnessed the participation of scholars at home and abroad. Professor Zhang Yafei from the School of Journalism and Communication presided over the camp, while scholars from renowned universities, including Michigan State University, the University of Southern California, the University of Minnesota, Tsinghua University, and Beijing Normal University, delivered eight thematic lectures and participated in a specialized seminar.

A total of 35 students from institutions including RUC, the National University of Singapore, the University of Macau, Tamkang University (Taiwan, China), and Hong Kong Shue Yan University took part in the camp. The participants came from diverse academic backgrounds, including journalism, communication, law, business, and public administration. The successful completion of the camp not only provided participants with insights into the latest academic developments and cutting-edge research on global branding and organizational communication strategies in the digital age but also significantly enhanced their theoretical perspectives, practical skills, and research methodologies. Moreover, the camp enriched the experience exchange among young faculty members and doctoral students at RUC, internationally renowned scholars, as well as chief editors of top-tier journals, contributing to the advancement of the school’s internationalization in teaching and scientific research.

Group Photo of Professor Jisu Huh from the University of Minnesota, Professor Zhang Yafei, and Participants

Academic Camp Highlights

On the morning of July 1, Assistant Professor Chuqing Dong from the College of Communication Arts and Sciences at Michigan State University delivered a thematic lecture titled “Strategic Communication about Corporate Social Responsibility: Essential Insights from International CSR/ESG Research”. Using vivid case studies and the latest research findings, she introduced how corporate social responsibility (CSR) and environmental, social, and governance (ESG) initiatives enhance brand reputation and foster trust among global stakeholders. She also explored the nuances of communicating CSR initiatives across different cultural contexts and their impacts on international brand images.

Chuqing Dong delivering the thematic lecture and taking group photo with the participants

On the morning of July 3, Professor Saleem Alhabash from the College of Communication Arts and Sciences at Michigan State University delivered a thematic lecture on “The Power of Social Media Influencers in Digital Marketing”. He emphasized how influencers are reshaping marketing strategies in the digital age, outlining their rise as key advertising figures, their role in enhancing brand awareness and authenticity as well as the benefits and challenges of leveraging their influence.

Saleem Alhabash delivering the thematic lecture

On the morning of July 5th, Professor Esther Thorson from the College of Communication Arts and Sciences at Michigan State University conducted a thematic lecture on “Digital Communication for Brands: A Theoretical Perspective.” She delved into the theoretical foundations underpinning digital communication strategies for brands, examining concepts such as digital storytelling, content marketing, and online interaction. She also discussed how to understand the key principles behind successful digital communication brands today.

Esther Thorson delivering the thematic lecture

On the morning of July 8, Associate Professor Aimei Yang from the Annenberg School for Communication and Journalism at the University of Southern California shared insights on “Network Strategies and Cross-Sectional Collaboration: Introducing Strategies for Building and Leveraging Networks for International Branding”. She emphasized the importance of establishing strategic partnerships, engaging with diverse audiences, and becoming active members of digital communities to expand a brand’s global influence.

Aimei Yang delivering the thematic lecture

On the mornings of July 10 and July 12, Associate Professor Gong He and Lecturer Zhang Yafei from the School of Journalism and Communication at Renmin University of China respectively conducted thematic lectures on “Research Methods and Data Analytics for Understanding Stakeholders” and “Navigating Brand Crises in the Age of Trust Dissolution” . Their sessions provided participants with cutting-edge methods and contextual insights to better understand global brand and organizational communication strategies in the digital age.

Zhang Yafei delivering the thematic lecture

Gong He delivering the thematic lecture

On the morning of July 16, Professor Jisu Huh, faculty member at the Hubbard School of Journalism and Mass Communication at the University of Minnesota and editor-in-chief of the Journal of Advertising, delivered a lecture titled “Global PR/Advertising/Marketing in the Era of AI”. The session explored the impact of artificial intelligence on areas such as content production and consumer behavior prediction. Huh also discussed the opportunities AI presents to researchers and industry professionals worldwide, as well as the ethical considerations that brands must follow in the new digital frontier.

Jisu Huh delivering the thematic lecture

On the afternoon of July 16, the 112th Mingxin Academic Salon was held in Room 303 of the Mingde Journalism Building. Professor Jisu Huh discussed “The Future of Advediscussedra of AI and How to Publish in the Journal of Advertising”. She shared detailed insights into the journal’s review standards and submission process and encouraged high-quality research submissions from China. Associate Professor Kuang Kai from the School of Journalism and Communication of Tsinghua University, Assistant Professor Gan Chen from the School of Journalism and Communication of Beijing Normal University, Assistant Professors Chen Yingying, Ma Xiaofen, and Zhang Yiyan, along with doctoral student representatives from the School of Journalism of Renmin University of China, participated in the discussion. Zhang Yafei, faculty member from the same department, hosted the salon.

Jisu Huh conducting the academic salon discussion

Group photo of participants of the academic salon

On the last day of the course (July 17), 35 students from various universities and majors at home and abroad were divided into seven groups to present their group projects. Each group integrated the knowledge gained from the course into their collaborative projects, thoroughly discussing the globalization strategies or social responsibility initiatives of 2-3 Chinese organizations. Using data analysis methods, the students exchanged ideas on how different brands utilize influencers, brand theory, and corporate social responsibility to expand the global influence of Chinese brands, bringing the course to a successful conclusion.

翻译： 苏与石 王倩 毛宇扬

编辑：许佳麒