Self-Media Across the Chinese-Speaking World 华语自媒体研究 (MKT505)

MKT505 Self-Media Across the Chinese-Speaking World delivered through a combination of face-to-face and online sessions—offers students the opportunity to engage with leading voices in the Chinese self-media landscape. The seminar explores how self-media creators position their platforms, cultivate audiences, and develop their online brands across diverse cultural and regional contexts. To enrich learning, the seminar aims to invite a range of guest speakers from China, Singapore, and Taiwan. Potential speakers include Yuan Lanfeng (袁岚峰) , Lindsay Zou (小Lin说) , Singapore Eye (新加坡眼) , SG Headline (狮城头条) , Xander Wu (奇轩Tricking) , and Ray Du English (阿滴英文) . These practitioner insights will complement course discussions and offer real-world perspectives on the evolving dynamics of digital content creation. MKT505 华语自媒体演技采用混合式教学形式，结合面对面授课与线上学习，为学生提供与华语自媒体领域领军人物互动的宝贵机会。课程将探讨自媒体创作者如何定位其平台、培育受众，并在不同文化与地区背景下打造个人品牌。为丰富学习体验，课程计划邀请来自中国、新加坡与台湾的多位嘉宾分享实务经验。潜在讲者包括：袁岚峰、Lindsay Zou（小Lin说）、新加坡眼（Singapore Eye）、狮城头条（SG Headline）、奇轩Tricking（Xander Wu）以及阿滴英文（Ray Du English）。这些业界从业者的洞见将与课堂讨论相辅相成，为学生提供自媒体内容创作与传播生态的第一手视角。

• Mainland China: Text & Knowledge-based Self-media—Content Planning and Innovation 中国大陆图文与知识类自媒体：内容策划与创新
• Mainland China: Micro-drama Creation—Trends and Influence 中国大陆微短剧创作：趋势与影响
• Mainland China: Audio & Podcast Content Ecosystem —Platform Growth and Audience Interaction 中国大陆音频与播客内容生态：平台发展与受众互动
• Taiwan: Innovative Blogging & Text-based Self-media — Community Culture and Expression 台湾部落格与图文自媒体：社区文化与表述
• Taiwan: YouTube Video & Vlog Operations —Platform Ecology and Brand Practice 台湾视频和影像播客的发：平台生态与品牌实践
• Taiwan: Podcast & Audio Community Practice—Dialogue and Social Issues 台湾播客与音频社区实践：对话与社会议题
• Singapore: Text & Informational Self-media—Multilingual Contexts and Societal Impact 新加坡图文与资讯型自媒体：多语环境与社会影响
• Singapore: Video & Micro-drama Planning—Cross-cultural Expression and New Media Content 新加坡视频与微短剧策划：跨文化表达与新媒体内容
• Hong Kong: Local News & Text-based Self-media—Legacy Transformation and Local Identit 香港本地新闻及图文自媒体：传统转型与本地特色
• Hong Kong: Video & Micro-drama Innovation—Topicality and Entertainment Practice 香港视频与微短剧创新：话题营造与娱乐实践
• Malaysia: News & Text-based Self-media—Community Building and Chinese-language Communication 马来西亚新闻与图文类自媒体：社群构建与华文传播
• English: Malaysia: Chinese-language Political Commentary Self-media—Operation and Challenges 马来西亚华语政论自媒体：运营与挑战

• Have a holistic understanding of the Chinese self-media landscape encompassing China, Taiwan, Hong Kong, Singapore, and Malaysia’s Chinese communities. 全面理解涵盖中国、台湾、香港、新加坡及马来西亚华人社群的自媒体生态。
• Understand the motivations, challenges, and success factors behind Chinese self-media ventures. 理解华语自媒体创业的动机、挑战与成功要素。
• Analyse the role of cultural background, audience relationships, and narrative strategies in the success of Chinese self-media. 探讨文化层次、受众关系与叙事策略在华语自媒体成功历程中的作用。
• Reflect on the entrepreneurial journeys of Chinese self-media founders and identify best practices applicable to personal media projects. 反思华语自媒体的创业历程，归纳其中可借鉴的成功经验。
• Develop communication approaches that convey authentic local narratives and cultural perspectives. 发展适用于本土语境的传播策略，以在地论述呈现独特的文化视角。
• Critique real-world examples of ethnic Chinese self-media practices to understand effective audience engagement and brand building. 通过分析华语自媒体的实际案例，了解其在受众互动与品牌建设方面的有效策略。