Dr Hantian Zhang PhD, MSc, BA Hons, FHEA, PGDip
Senior Lecturer in Media / Course Leader for BA (Hons) Media and Communications
Summary
I am a Senior Lecturer in Media and the Course Leader for BA(Hons) Media and Communications. I am teaching multiple modules for BA(Hons) Media and Communications, MA Global Communication and Media and MA Digital Media Management.
My research focuses on cultural and technical aspects of social media including influencers, platforms, content, audiences, participatory culture and algorithmic networks.
I was awarded a PhD in Digital Media and Communication, and an MSc in Design and Digital Media (with Distinction) both at the University of Edinburgh.
About
I am a Senior Lecturer in Media at the Sheffield Creative Industries Institute (SCII). I am the Course Leader for BA(Hons) Media and Communications. I am teaching multiple modules for BA(Hons) Media and Communications, MA Global Communication and Media, and MA Digital Media Management. I was awarded a PhD in Digital Media and Communication and an MSc in Design and Digital Media (with Distinction), both at the University of Edinburgh. I consider the area of media and communications to be challenging because it requires creative thinking, research, and technical skills. However, it is also a rewarding subject because of the creative outcomes it delivers. Therefore, I always enjoy teaching and researching in the area.
My research covers cultural and technical aspects of social media, including influencers, platforms, content, audiences, participatory culture, and algorithmic networks. Outcomes of my research have been published in and presented at peer-reviewed international journals and conferences in Internet, Social Media, Communication, and Human-Computer Interaction (HCI) studies. In addition to Digital Media research, I also have a background in Creative and Digital Media Production, including Graphic Design, 3D, Film Production, and Web Design.
Before joining Sheffield Hallam University, I was a tutor and project supervisor for MSc Design and Digital Media at the University of Edinburgh and taught several modules, including 3D and Animated Design, Digital Design, and Digital Media Studio Project. I also worked at the Edinburgh Centre for Data, Culture & Society. Furthermore, I worked as a professional Graphic and Digital Designer at creative agencies and delivered works in, for example, web/app design, infographic design, branding, advertising, and visual identities.
Senior Lecturer
Teaching
Department of Media Arts and Communication
College of Social Sciences and Arts
DMP, Games & Media, V/p>isual Communication and Postgraduate and Fine Art
BA (Hons) Media and Communications
BA (Hons) Media
MA Global Communication and Media
MA Digital Media Management
Making Media
Making Media 2
Media Evolution and the Professional Landscapes
Celebrity Culture
Globalisation and the Media
Strategic Digital Marketing
Media Representations and Word Perspectives
Content Creation and Media Design Thinking
Understanding Audiences
Applied Project / Dissertation for Media
Media, Arts and Communication Masters Dissertation/Project
Research
- Culture and Creativity Research Institute
My key research projects explore the audience engagement behaviours of YouTubers, YouTube algorithmic video networks, gamification elements on online streaming apps and YouTubers’ cross-platform content distribution behaviours. For project details please see my publication list.
Publications
Journal articles
Zhang, H., Scheibe, K., & Zimmer, F. (2025). Cross-Platform Content Distribution Behavior: A Qualitative Analysis of YouTube Creator's Video Content on the Chinese Video Streaming Service Bilibili. Journal of Information Science Theory and Practice, 13 (2), 37-48. http://doi.org/10.1633/JISTaP.2025.13.2.3
Zhang, H., & Lee, J. (2023). Exploring audience engagement in YouTube vlogs through consumer engagement theory: the case of UK beauty vlogger Zoe Sugg. First Monday, 28 (4). http://doi.org/10.5210/fm.v28i4.11822
Zhang, H. (2018). Evoking presence in vlogging: A case study of U. K. beauty blogger Zoe Sugg. First Monday, 23 (1). http://doi.org/10.5210/fm.v23i1.8107
Conference papers
Zhang, H. (2025). Audience Engagement on YouTube: A Merge of Consumer and Media Engagement. Proceedings of the 12th European Conference on Social Media- ECSM 2025, 12 (1), 336-343. http://doi.org/10.34190/ecsm.12.1.3282
Zhang, H. (2025). Audience Engagement on YouTube: A Merge of Consumer and Media Engagement. Proceedings of the 12th European Conference on Social Media- ECSM 2025, 12 (1), 336-343. http://doi.org/10.34190/ecsm.12.1.3282
Zhang, H., & Scheibe, K. (2023). Multi-platform Distribution of Video Content: An Analysis of Video Content Cross-posted by YouTubers on Bilibili. In Stephanides, C., Antona, M., Ntoa, S., & Salvendy, G. (Eds.) 25TH INTERNATIONAL CONFERENCE ON HUMAN-COMPUTER INTERACTION (HCII 2023)), 23 July 2023 - 28 July 2023 (pp. 149-156). Cham: Springer: http://doi.org/10.1007/978-3-031-36001-5_20
Zhang, H. (2023). A Case Study of YouTuber’s use of Twitter for Consumer Engagement. In Lupa-Wojcik, I., & Czyzewska, M. (Eds.) 10th European Conference on Social Media, Pedagogical University of Krakow, Poland, (hybrid), 18 May 2023 - 19 May 2023 (pp. 341-344). Reading, UK: Academic Conferences International Limited: http://doi.org/10.34190/ecsm.10.1.1002
Zhang, H. (2022). Behind the Scenes: Exploring Context and Audience Engagement Behaviors in YouTube Vlogs. In Meiselwitz, G. (Ed.) 24th International Conference on Human-Computer Interaction (HCII2022), Gothenburg, Sweden (online), (pp. 227-246). Cham: Springer: http://doi.org/10.1007/978-3-031-05061-9_17
Zhang, H. (2022). Contextual Factors behind Audience Engagement Behavioursof YouTube Vloggers: A Case Study. In 9th European Conference on Social Media, 12 May 2022 - 13 May 2022. Reading: Academic Conferences International Limited: http://doi.org/10.34190/ecsm.9.1.105
Zimmer, F., Scheibe, K., & Zhang, H. (2020). Gamification elements on social live streaming service mobile applications. In Meiselwitz, G. (Ed.) HCI International 2020: 22nd International Conference on Human-computer Interaction, Copenhagen, Denmark, 19 July 2020 - 24 July 2020 (pp. 184-197). Springer: http://doi.org/10.1007/978-3-030-49570-1_13
Zhang, H. (2018). Vlogger's engagement via facebook: A case study of UK beauty Vlogger Zoella. Proceedings of the 5th European Conference on Social Media, ECSM 2018, 479-484.
Theses / Dissertations
Zhang, H. (2019). Exploring engagement in vlogs through content, context and presence. (Doctoral thesis). Supervised by Lee, J., & Rawlinson, J.
Internet Publications
Zhang, H. (2023). Prime: a YouTuber expert explains how Logan Paul and KSI’s drink became so popular. https://theconversation.com/prime-a-youtuber-expert-explains-how-logan-paul-and-ksis-drink-became-so-popular-201792
Media
BBC Radio 5 Live, (2023). BBC Radio 5 Live Breakfast Interview on Prime Energy Drink and its Impact on Young People [Radio Interview]. [Radio]. https://www.bbc.co.uk/programmes/m001lqbh
(2023). Who is Prime Hydration and why does it cost more than R500 a pop? [Radio Interview].
Presentations
Zhang, H. (2025). When things go wrong: Exploring YouTube influencers’ crisis management practices for their branded products. Presented at: Media-Marketing Integration: Practices, Policies, Problems and Remedies, London
Zhang, H. (2024). Teaching as a content creator: Adapting YouTubers’ strategies for online lectures. Presented at: The international Social Media for Learning in Higher Education conference (#SocMedHE24), Sheffield Hallam University, Sheffield, UK
Rodriguez-Amat, J., Zhang, H., & Deller, R. (2023). Waka Waka and the Platform Influencers Labor in the Spanish Speaking Music Industry. Presented at: Global Perspectives on Platforms and Cultural Production, Amsterdam, Netherlands
Deller, R., Murphy, K., Rodriguez-Amat, J., & Zhang, H. (2022). Siblings that vlog together brand together: analysing networked connections between YouTuber siblings. Presented at: 9th European Communication Conference, Aarhus, Denmark
Zhang, H. (2022). Exploring the use of YouTubers’ strategies in video lectures for online teaching. Presented at: Creating Knowledge 2022, Online, 2022
Zhang, H., Deller, R., Kathryn, M., & Rodriguez-Amat, J. (2022). Are real-life siblings also algorithmic siblings? Mapping algorithmic connections between YouTuber brothers and sisters. Presented at: Global Perspectives on Platforms and Cultural Production, University of Amsterdam, 2022
Zhang, H. (2022). Teaching like a YouTuber: Exploring ways of applying YouTubers’ techniques for online lectures. Presented at: 2022 ECREA OSC CONFERENCE: A NEW ERA OF (DIGITAL) TEACHING? THEORY, CREATIVITY AND RESPONSIBILITY IN COMMUNICATION EDUCATION, Macromedia University of Applied Sciences, Köln, Germany (online), 2022
Zhang, H., Rodgers, D., Rodriguez-Amat, J.R., & Belinskaya, Y. (2021). Algorithmic Alchemy: The Power of the Witch on YouTube. Presented at: ICA 2021 - 71st Annual Conference, Denver, Colorado [online]
Zhang, H., Rodgers, D.A., Rodriguez-Amat, J.R., & Belinskaya, Y. (2021). The Shape of Witchcraft. Analytics of Recommendation Algorithms and the Platformization of Culture. Presented at: Algorithms in Film, Television and Sound Cultures: New Ways of Knowing and Storytelling, Bilgi University, Istanbul [online]
Caldeira, S., Ridder, S.D., Flores, A., Gellautz, E., Pozzi, F., Zhang, H., ... Li, M. (2021). #homesofInsta for a #lockdownlife: a digital exploration of everyday aesthetics and mediated domesticity on Instagram. Presented at: SMART Data Sprint 2021, Lisbon (online)
Other activities
Member of the Media, Communication and Cultural Studies Association (MeCCSA)
Peer reviewer for Convergence: The International Journal of Research into New Media Technologies
Peer reviewer for Digital Business Journal
Peer reviewer for Computers in Human Behavior Journal
Peer reviewer for Telematics and Informatics Reports Journal
Peer reviewer for Annual Hawaii International Conference on System Sciences (HICSS)
Peer reviewer for The ACM International Conference on Interactive Media Experiences (IMX)
Peer reviewer International Communication Association (ICA) Conference
Panel session Chair for European Conference on Social Media (ECSM)
Postgraduate supervision
I welcome PhD proposals that covers cultural and technical aspects of social media including influencers, platforms, content, audiences, and participatory culture with a qualitative research methodology.
Current supervision (Director of Study):
Exploring the Experience of Arab Female Cartoonists by Afraa Alyoussef