Yimei Zhu

Contact information

Dr Yimei Zhu

Lecturer in Digital Media

School of Media, Communication and Sociology
University of Leicester
Room 0.01B Bankfield House,
132 New Walk
Leicester, LE1 7JA

Tel: 0116 2525486
Email: yz411@le.ac.uk
Twitter: @yimeizhu
Blog: http://yimeizhueresearch.wordpress.com

PhD Sociology, University of Manchester,
MA Sociology, University of Manchester,
MA Film Studies, University of Reading

Personal details

I am a lecturer in Digital Media in School of Media, Communication and Sociology, University of Leicester. I teach and support a range of modules in relation to media and communication theories and research methods and sociological research. Before taking up the lectureship, I worked as a research associate with Dr Giuseppe A. Veltri on social identity change under the socio-economic crisis within European societies for University of Leicester. Previously I worked as a post-doc research associate for Mitchell Centre for Social Network Analysis, University of Manchester. I have taught over a wide range of Sociology and quantitative & qualitative research methods courses to UG and PGT students as well as supervising students’ projects. I also conducted consultant work on Chinese social media Weibo.

Professional activities

Associate Fellow of the British Higher Education Academy

Member of International Association for Media and Communication Research (IAMCR)


Twitter: @yimeizhu
Blog: http://yimeizhueresearch.wordpress.com


I teach and support:

MS7004 Media and Communication Research Methods (semester 1)

MS7047 Introduction to Advertising and Media (semester 1)

MS7306 Advertising Research Methods (semester 2)

SY1020 Introduction to Social Research (semester 2)


Journal article

Zhu, Y. (2017) Who support open access publishing? Gender, discipline, seniority and other factors associated with academics’ OA practice. Scientometrics. doi: 10.1007/s11192-017-2316-z http://link.springer.com/article/10.1007/s11192-017-2316-z

Zhu, Y. & Procter, R. (2015). Use of blogs, Twitter and Facebook by UK PhD students for scholarly communication. Observatorio (OBS*) Journal, Vol 9, no2, p. 029-046. http://obs.obercom.pt/index.php/obs/article/view/842

Book chapter

Zhu, Y. (2016) ‘Academics’ active and passive use of YouTube for research and leisure’ in Antonella Esposito (ed.) Research 2.0 and the Impact of Digital Technologies on Scholarly Inquiry. IGI Global. http://www.igi-global.com/book/research-impact-digital-technologies-scholarly/150396

Conference proceedings

Zhu, Y. (2014) ‘Seeking and sharing research information on social media: A 2013 survey of scholarly communication' in Rospigliosi, Asher & Greener, Sue (ed.) Proceedings of European Conference on Social Media ECSM 2014, 10-11 July 2014, University of Brighton. Brighton: Academic Conferences & Publishing International, p. 705-712. https://www.escholar.manchester.ac.uk/item/?pid=uk-ac-man-scw:229261


I have extensive experience using survey methods and quantitative analysis and I am interested in developing innovative research methods to collect online data. My research interests include science communication, health communication, open access to publication and data, Chinese social media, online self-promotion, social capital, trust and online communities. I have worked on research projects in relation to UK universities’ participation on Chinese microblogging Weibo and London Riots Twitter sentiment analysis.

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Contact Details

School of Media, Communication and Sociology

Campus based courses
E: mcs-enquiries@le.ac.uk
T: +44(0)116 252 3863

Distance Learning Courses
E: css-dl@le.ac.uk
T: 0116 252 3755

Research degrees (campus-based and distance learning courses)
T: +44(0)116 252 2785
E: MCS-Research@le.ac.uk

University of Leicester
Bankfield House
132 New Walk
United Kingdom

University of Leicester
107-111 Princess Road East
United Kingdom


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