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Maggie Ying Jiang


  • The University of Western Australia (M712), 35 Stirling Highway,

    6009 Perth


  • Source: Scopus
  • Calculated using citation counts from Scopus for publications in the UWA Profiles and Research Repository
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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 a senior lecturer with tenure until 2018 before she joined the University of Western Australia. Maggie currently holds a joint position as the Director at UWA Confucius Institute and an academic in the Business School.

Maggie’s research interests and publications mainly include cross-cultural communication, 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. 

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

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.

Research interests

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



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

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.

2015, 'Chapter 6 Online Surveying', in Internet and New Media Research Methods, Beijing University Press.

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.

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, '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

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 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, .


Education/Academic qualification

PhD, University of Adelaide, Australia

MA (International Studies), Birmingham University, UK

BA (Journalism), Birmingham University, UK

External positions

Research Member, Macquarie University

Director, Virtue Australia Foundation

Research expertise keywords

  • Internet development in China
  • Cyber-nationalism


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