教师主页移动版

基本信息 男，汉族，湖南邵阳县人，民建湖南大学一支部副主委，博士毕业于武汉大学新闻与传播学院，现为湖南大学新闻与传播学院教授、博导，AR媒体实验室负责人、广告系主任、国家级一流本科专业建设点负责人、湖南省文化产业研究基地办公室主任。兼任：全球企业传播学会副会长、中国广告协会学术与教育工委常务委员，多个国家级人才计划、基金项目评委。荣获“中国广告教育40年新锐领军人物”、“全球企业传播研究学者突出贡献奖”，系国家社科规划办“认真负责的鉴定专家”、湖南省普通高校“优秀”青年骨干教师、湖南大学“优秀教师”。主持国家社科2项、国家社科重大子项目2项、教育部课题4项、省级重点项目3项。出版专著教材蓝皮书3部，发表论文100余篇，被引1000余次，国家授权专利2项。 Dr Meifeng MO was born in 1977 at Shaoyang County, Hunan Province, China. He had a PhD degree from the School of Journalism and Communication at Wuhan University in 2008. Currently, he is a professor and doctoral supervisor at the School of Journalism and Communication of Hunan University. He is also the head of the AR Media Laboratory, the Director of the Advertising Department, the Head of the National First Class Undergraduate Professional Construction Site, and the Director of the Hunan Provincial Cultural Industry Research Base Office. Concurrent positions: Vice President of the Global Corporate Communication Society, Executive Committee Member of the Academic and Educational Working Committee of the China Advertising Association, and Judge for multiple national talent programs and fund projects. Awarded the "Leading Figure of China's Advertising Education for 40 Years" and the "Outstanding Contribution Award of Global Enterprise Communication Research Scholars", he is a "Serious and Responsible Appraisal Expert" of the National Social Science Planning Office, an "Excellent" Young Backbone Teacher of Hunan Province's ordinary universities, and an "Excellent Teacher" of Hunan University. Hosted 2 national social science projects, 2 major sub projects of national social science, 4 projects of the Ministry of Education, and 3 provincial key projects. Published 3 monographs, textbooks, and blue books, published over 100 papers, cited more than 1000 times, and obtained 2 nationally authorized patents. E-mail: 34511245@qq.com;办公室：院楼303B

教育背景

工作履历 2004.7-2008.6    湖南大学新闻与传播学院助教、讲师2008.6-2017.12   副教授、广告学系主任（2013起负责AR媒体实验室）2017.12至今     教授、广告学系主任（期间任院长助理2年） Work Experience 7/2004-6/2008:Teaching Assistant and Lecturer at the School of Journalism and Communication, Hunan University 6/2008-12/2017:Associate Professor and Director of the Advertising Department (responsible for AR Media Laboratory since 2013) 12/2017 to present:Professor and Director of the Advertising Department from December 2017 to present (served as Dean's Assistant for 2 years during this period)

工作履历

研究领域 1.广告传播： 较早研究植入式广告、AR广告、“粉丝”营销、全感广告、随创营销（据CNKI，2003年发表国内第一篇“置入式广告”论文，被人大复印资料《市场营销》收录，后倡导用“植入式广告”替代“置入式广告”，有关观点和发现写入上市公司年报；2006年发表第一篇“Fans营销”论文，提出“粉丝营销”，有关观点和发现写入上市公司年报；2012年发表第一篇关于“增强现实广告”的论文，并被《中国广告年鉴》收录）。2.新媒体文创： 较早涉猎网络社会治理、元宇宙文创研究。2012年起率先研究“手机沉迷”，得到国家社科立项，此后手机依赖、手机成瘾研究成为显学。 2012年起研究AR\VR的文创应用，获国家文化产业发展资金专项立项2项，2016年中国才进入VR元年。有意识地把“品牌标识”研究延伸到中华文明“精神标识”；有策略地把“网络霸凌”的数字反向霸凌研究延伸到“媒介霸权”的数字反转；有计划地把“媒介沉迷”研究延伸到“沉浸传播”机制；前瞻地把“AR\VR文创”研究延伸到“元宇宙文创”。Research field  1. Advertising communication: Early researched on product placement, AR advertising, fans marketing, omnisensory advertising and Bricolage  Marketing (According to CNKI, wrote the first domestic paper on "embedded advertising" published in 2003 and was included in the RENMING University's photocopy of the 《Marketing》. And related viewpoints and findings were included in the annual reports of listed companies. In 2006, wrote the first paper on "Fans Marketing" , and related viewpoints and findings were included in the annual reports of listed companies. In 2012, wrote the first paper on "AR marketing", and included in 《the China Advertising Yearbook》. 2. New media cultural and creative: Early researched on network social governance and metaverse cultural and creative. In 2012, began to research on "mobile phone addiction" and have received national social science project. Since then, research on mobile phone dependence and addiction has become a prominent field. In 2016,began to research on the cultural and creative applications of AR/VR , and China then entered the first year of VR in 2016. Consciously extended the research on "brand identity" to  "spiritual identity" of Chinese civilization; Strategically extended the research on digital reverse bullying of "cyber bullying" to the digital reverse of "media hegemony"; Systematically extended the research on "media addiction" to the mechanism of "flow communication"; Proactively extended the research on "AR/VR cultural and creative" to "metaverse cultural and creative".

研究领域

招生方向 欢迎有软件工程、社会学、心理学、统计学等学科背景，掌握前沿研究方法，有兴趣从事新媒体和新广告研究的同学，共谋“新”事业。1.学  硕：广告学、新媒体  （择优硕博连读，要求科研能力突出）2.专  硕：新媒体内容生产  （要求洞察用户和行业前沿）3.博  士：传播学       （要求发表高水平论文）4.博士后：广告学、新媒体  （学校、学院、课题组提供优渥条件）

学术成果

学术兼职 中国广告协会学术与教育工委常委，国务院发展研究中心文化产业政策长期跟踪研究课题组研究员，中央文化和旅游管理干部学院(文旅部)文化体制改革与发展研究中心研究员；国家社科基金项目通讯评委、成果鉴定专家，教育部**学者、人文社科基金、硕博学位论文、海内外高层次人才评委；湖南省职业院校技能大赛微视频赛项专家组组长，湖南省委宣传部新闻系列高级职称评委，长沙市委宣传部新闻系列中高级职称评委，湖南省视听节目、公益广告、大学生广告艺术大赛评委，云南省大学生广告艺术大赛评委，湖南省公共文化建设专家组成员；《现代广告.学刊》《文化产业》等专业期刊评委、编委；湖南文化产业网负责人，湖南拓维信息顾问（2008-2010），厦门智顶互动独立董事（2016-2019）。Part Time AcademicDr Meifeng MO  is a researcher in the research group of long-term follow-up research on cultural industry policy in the Development Research Center of the State Council, a researcher  in the cultural system reform and development research center of the Central Institute of Cultural Management(Ministry of Culture); a communication judge and expert of the National Social Science Fund Project; a member of the committee of the Yangtze River Scholars and the Degree Center, the Ministry of Education; a  professional title judge in the news series of the Propaganda Department of Hunan Province, a judge of network audio-visual program and public service advertising of  Hunan Province Television Bureau, the leader of micro video expert group of Hunan Vocational College Skills Competition, a judge and editorial board member of professional journals such as “modern advertising academic journal” and “cultural industry”, the director of Hunan Cultural Industry Website, a consultant of  Talkweb Co. Ltd.（2008-2010）, and the independent director of Zhiding Interactive Co. Ltd（2016-2019）.