Liu Ruoxi
Doctor of Philosophy (PhD)

 

Educational Background

  • Master of Arts in Material and Visual Culture, Collage University London
  • Bachelor of Arts in Communication, Beijing Normal-Hong Kong Baptist University

Research Brief

Ruoxi's research and creative practice sit at the intersection of communication, visual culture and design. Her work explores how emerging digital media and interactive technologies can transform traditional culture and heritage into more engaging, participatory and meaningful experiences for contemporary audiences. Drawing on her professional experience in museums, television and cultural institutions, Ruoxi investigates how storytelling, interactivity and design can be strategically integrated to enhance cultural engagement and learning.

Research Areas

  • Chinese Young Audiences
  • Cultural Heritage Digitalisation
  • Digital Media
  • Interactive Storytelling
  • Museum Digital Experience Design

Publications

  • Liu, R. (2023). WeChat online visual language among Chinese Gen Z: Virtual gift, aesthetic identity, and affection language. Frontiers in Communication, 8, 1172115. https://doi.org/10.3389/fcomm.2023.1172115
  • Liu, R., & Qiu, H. (2025). Ideological presentations in official promotion of intangible cultural heritage (ICH) on short-form video platforms: A multimodal content analysis. Information Research, 30(iConf), 413–424. https://doi.org/10.47989/ir30iConf47317

Presentations

  • Liu, R., & Qiu, H.* (2025, June). Leveraging Gen AI in artistic creation of cultural heritage: Collaboration approaches, challenges and mitigations. Paper presented at the IAMCR 2025 Post-conference, Singapore.
  • Liu, R., & Qiu, H. (2024). Ideological representations in intangible cultural heritage (ICH) promotion by official media on TikTok: A multimodal content analysis. Presented at the 74th Annual International Communication Association Conference (ICA 2024).
  • Liu, R. (2022, September). Overseas social media communication with clothing as a symbol of Chinese culture: Based on the observation of Hanfu influencers on Instagram. Paper presented at Minzu University of China’s “Qidian” Academic Conference Forum, China.