Maggie Ying Jiang


  • The University of Western Australia (M257), 35 Stirling Highway,

    6009 Perth


Personal profile


Maggie grew up in China, studied and worked in Europe before obtaining her doctoral degree in Australia. She worked at the University of Adelaide as an academic in Media and Communication with tenure until 2018 before she joined the University of Western Australia. Maggie is currently a tenured Associate Professor in the School of Social Sciences at UWA.

Maggie’s research interests and publications mainly include cross-cultural communication, brand storytelling, social media and public relations. One of Maggie’s books Cyber-nationalism in China has been sold and downloaded more than 60,000 times. One of her recent articles “‘Reversed agenda-setting effects’ in China: Case studies of Weibo trending topics”, published by the Journal of International Communications, has become one of the most read articles on Taylor & Francis online. 

Maggie's work has been featured in many high-profile media outlets, including Washington Post, Wall Street Journal, VOA, ABC, SBS, CGTV, Weekendavisen.

In 2018, she was named one of the ten most outstanding young Australian-Chinese in Australia's Golden Wattle Awards.She is also a research member of the Soft Power Advocacy & Research Centre at Macquarie University, focusing on the use of social media in public diplomacy. Maggie also serves on the editorial board of the Journal of Asian Communication, and a member of UNESCO Inclusive Policy Lab. 

Industrial relevance

In addition to her academic work, Maggie conducts strategic communication training for a wide range of organizations. She provided cross-cultural communication support for several major projects, including Kidman acquisition, AFL China strategy.

Maggie is also a board member and Director of Virtue Australia Foundation, a philanthropic organisation fosters research commercalization. 

Research interests

Maggie's research interests include: Cyber-nationalism; Consumer nationalism; Social media and public relations; Cross-cultural communication.



2024, (co-editor with Lisa Cluett) Spiral of Silence in the Social Media Era. Springer Nature. (forthcoming)

2023, Consumer Nationalism in China: Examining its Critical Impact on Multinational Businesses. Anthem, UK. 

2017 , (sole author) Social Media and e-Diplomacy in China: Scrutinizing the Power of Weibo. Palgrave Macmillan US.

2012 , (sole author) Cyber-nationalism in China: Challenging Western Media Portrayal of Chinese Censorship. University of Adelaide Press, Adelaide.

Journal articles and book chapters

2021, 'Implications of the new wave of nationalism in the people's republic of China for Australian companies', ACRI Perspectives.’s-republic-china-australian-companies.

 2021, Jiang, Y., Zheng, J.L., Suhono, Gilang B. F., Li, Y. H., Chen, Y.L., Siddique, K.H.M., 'Salt-Tolerance in Castor Bean (Ricinus communis L.) Is Associated with Thicker Roots and Better Tissue K+/Na+ Distribution', Agriculture 2021, 11(9), 821;

2018, ‘National renaissance, International assertion, new global image: China’s involvement in the modern Olympic games: media projection’, in Media, Sport, Nationalism: the Political and Geopolitical Rise of East Asia: Soft Power Projection via the Modern Olympic Games, pp.223-258, Palgrave MacMillan.

2017, 'Social media and E-diplomacy: scanning Embassies on Weibo", in The Routledge Handbook of Soft Power. 

2015, (co-author with Bei Guo) 'Analyzing the coexistence of emerging transparency and tight political control on Weibo: case study of Weibo broadcast of Bo Xilai trial', Journal of International Communication, vol 21, issue 1, pp.78-108, 2015.

2014, 'Reversed agenda-setting effects' in China: case studies of Weibo trending topics and the effects on state-owned media in China, Journal of International Communication, online version published on 22 May , printed version Issue 2, 2014.

2013,  'The use of Weibo to connect Chinese communities in Australia by Australian politicians', Asia Pacific Public Relations Journal, vol14, no1-2, pp.69-84. 

2013, (co-author with Griffiths, M. & Griffiths, M.), 'China, change and collaborative research', Communication, Politics & Culture, Vol 45.2,,%20Politics%20%26%20Culture/Volumes/Volume%2045%202/.

2013, 'Pursuing soft power options through the medium of Chinese international students in Australia in a digital age', in Soft Power of International Communication, edited by Chitty&Qing, MLeague International Publication Series.

2013, 'China's netizens rail against western Media "bias"', Asian Currents, ISSN-1449-4418, Vol 88, 2013 Issue, pg 30-32.  .


Interviews, Invited Talks and Other Academic Engagements

Jan 2023, Invited interview by CNN on "Chinese New Year and Lunar New Year", 28 Jan,

Aug 2020, Invited panel on ABC TV program on “Australian Education and Chinese International Students”, 20 Aug,

Jun 2020, Invited key panel speaker on  "Asia Literacy : Is it really THAT important for business?" Australia China Business Council investment committee June webinar.

October 2019, Invited panel presentation at Asia Business Series: Increasing China Trade and Investment Roundtable with Hon. Minister Tinley - Education Panel, Australia China Business Council WA Branch.

October 2019, Invited panel presentation on "International Education and the Challenge of Nationalism" at the 31stAustralian International Education Conference.

October 2019, Invited presentation on “Consumer Nationalism” by American Chamber of Commerce in China.

May 2018, Invited keynote speech on “The use of Wechat in Australia”, China Lab, Curtin University.

December 2017, Invited interview by ABC on “SA tourism and Huang Xiao Ming”, 4 Dec, 

September 2017, Invited interview by SBS on “Will the Chinese-language media market competition pattern change after the Australian launched Chinese edition Web?”, 22 Sep, 

November 2014, Invited presentation on "Social Media and Public Diplomacy: Scanning E-Diplomacy by Embassies on Chinese Social Media", The Australia-China Transcultural Studies Symposium, Adelaide.

April 2014, Invited interview by VOA on "China's Censors Block Details on Environmental Protest", 04 April, .

January 2014, Invited interview by Wall Street Journal on "Chen Guangbiao, Western Media and Chinese Nationalism", 07 January, .


Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 4 - Quality Education
  • SDG 5 - Gender Equality
  • SDG 8 - Decent Work and Economic Growth
  • SDG 16 - Peace, Justice and Strong Institutions

Education/Academic qualification

PhD, University of Adelaide, Australia

MA (International Studies), Birmingham University, UK

External positions

Research Member, Macquarie University

Director, Virtue Australia Foundation

Research expertise keywords

  • social media
  • Cyber-nationalism
  • Media, communities and political action
  • public relations


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