Dr Li Xiaoqin, assistant professor from the Department of Communication, Faculty of Social Sciences, University of Macau (UM), received a third-place award in the faculty paper category in a special research competition organised by the Association for Education in Journalism and Mass Communication (AEJMC). Dr Li received the award at the Fifth World Journalism Education Congress (WJEC), which was held earlier this month in Paris. She was the only scholar from outside the United States to receive an award at the event.
Titled ‘Play Niche: Lifestyle Media Production in the Digital Age in China’, the award-winning paper is the fruit of a research project headed by Dr Li and funded by UM’s Research Committee. By tracking three media organisations in Guangzhou, China, for a period of four years, from 2014 to 2017, Dr Li and her research assistants have found that in this transitional age, the macro- political system unavoidably plays a restrictive role, while the motivation to innovate on the part of the leadership of media organisations is the key factor to winning. Moreover, they found that the original content production based on accurate positioning of the target as a niche player is positively linked to its performance and profitability. Dr Li’s winning the award at the WJEC shows international recognition of the value of UM scholars’ research in the field.
Held every three years, the WJEC is the only global event devoted exclusively to the teaching of journalism. It brings together industry practitioners, researchers, and educators in the field of journalism from around the world, including members of 32 national and regional associations for journalism education. It provides a platform for participants to exchange ideas on best practices, innovations and challenges for journalism and its teaching. The next congress will be held in Beijing in 2022.