Dr. Pham Hai Chung
Before joining BUV, Dr. Pham Hai Chung was a researcher at Harvard Kennedy School in the U.S. She earned her Ph.D. in Media and Communication from Bournemouth University, England, and holds an M.A. in International Journalism from Hong Kong Baptist University. Chung’s Ph.D research focuses on the evolving narratives of Vietnam, examining its war-torn past and the dynamic brand and media consumption of the post-1975 generation.
With over 16 years of experience in academia and industry, she has taught at undergraduate and postgraduate level for international programs offered by the Victoria University of Wellington and Nantes University.
Dr. Chung has contributed to publications like the Financial Times, VnExpress and various peer-reviewed journals in Europe.
ACADEMIC QUALIFICATIONS
- Bournemouth University, England
Ph.D in Media and Communication (2011-2015) - Hong Kong Baptist University, Hong Kong
MA in International Journalism (2007-2008) - Vietnam National University, Vietnam
BA English (2000-2004)
PROFESSIONAL APPOINTMENTS
- British University Vietnam (Vietnam)
Senior Lecturer (2024 – current) - Harvard University (U.S)
Researcher (2022 – 2024) - Vietnam National University (Vietnam)
Senior Lecturer (2019 – 2022)
RESEARCH AREAS / FIELDS
- Brands and Youth
- Social media and identity
- Communication and war
RESEARCH PUBLICATIONS
Books:
- Hai Chung Pham.2025. Chosen glories: Winning North Vietnam’s Hearts and Minds during the Vietnam War (1954-1975). Routledge (ISBN: 978-1-032-83396-5)
- Hai Chung Pham. 2019. Intercultural Communication Textbook. Hanoi: World Publishing house (ISBN: 978-604-77-6406-8)
- Hai Chung Pham and Thu Huong Bui., 2016. Eds. Social Media. Hanoi: World Publishing House (ISBN: 978-604-77-2823-07)
Journal Articles:
- Hai Chung Pham, Vu Tuan Anh, Lien Nguyen, Phuong Tran. 2022. Body Image Esteem and Photo Manipulation among Vietnamese Urban Youth via Facebook. Acta Informatica Pragensia, 11(1), 62-79. (Scopus index)
- Hai Chung Pham and Barry Richards. 2015. The Western Brands in the Minds of Vietnamese Consumers, Journal of Consumer Marketing, 32 (5), pp. 367 – 375. (Q1)
- Hai Chung Pham, Lien Nguyen, Phuong Tran, Tran Thuy. 2022. Exploring Facebook Identity Construction of Vietnamese Netizens, Acta Informatica Pragensia, 11(2), 218–240. (Scopus index)
RESEARCH & CONFERENCE PRESENTATIONS / EXHIBITIONS
Conference Papers/Presentations:
- Hai Chung Pham and Moon Nguyen, 2025. Crowd Psychology of Vietnamese Netizens: A Case Study of Thich Minh Tue”, the 10th International Conference on Communication & Media Studies: From Democratic Aesthetics to Digital Culture. University of Paris 1, France.
- Hai Chung Pham. 2024. War of Words: Unpacking North Vietnam’s Propaganda Slogans and Their Impact during the Vietnam War, Languages and Cultures in Times of War: (Im)possible, (Re)imagined, (Un)manageable Conference, UCL, London
- Hai Chung Pham. 2024. The Propaganda Pioneers: North Vietnam’s Political Cadres in the Vietnam War. Vietnam Centric Approaches to Vietnam’s Twentieth Century History Conference, University of California Berkeley, U.S
- Hai Chung Pham and Huong Ngo. 2020. Digital Rights in the State of Emergency in Vietnam during Covid-19 Pandemic: Balancing Between Freedom of Expression and Public Order. Conference Proceedings of Law on the State of Emergency (University of Melbourne and VNU), 180-190 (ISBN: 978-604-302-861-4)
- Long Pham, Hai Chung Pham, Anh Thu Vu. 2018. Improving information transparency for citizens: Vietnamese local government utilise E-Government and social media. Enhancing people’s participation in policy making process in East Asia: Comparative Analysis Conference, 175-200 (Proceedings of Conference)
- Hai Chung Pham. 2015, The role of the media in shaping consumption habits among Vietnamese urban consumers. 2nd International Corporate and Marketing Communication in Asia Conference “Creativity, Cultural Identity and Corporate Social Responsiblity”, 242-257
Country Report
- Hai Chung Pham. 2021. Data and user protection in Vietnam. Country Report 2021 – Vietnam as a Digital Society by USSH And Hanns-Seidel – Stiftung. 127-136
- Hai Chung Pham. 2016, Cross Communication and Opportunities for Enterprises in Vietnam. Vietnam Report , 2016 CEO Summit
AWARDS & HONOURS
- Hinrich Foundation Scholar (2007-2008)
- Harvard Research Fellow (2022-2024)
- BUV Research Award (2024)
- Share
Read more 
Vice Chancellor and President
Professor Raymond GordonProfessor Dr. Raymond Gordon is an experienced academic leader, teacher and researcher holding positions at universities throughout the world including the University of Technology Sydney (UTS), the University of Sydney, University of Warwick (UK), Reitaku University Japan, New Mexico State University (USA), Copenhagen Business School Denmark and others. He has an esteemed research and publication […]
Associate Professor
Assoc. Prof. Anchit BijalwanDr. Anchit Bijalwan is an academician, researcher, consultant and mentor with 15 years of teaching experience for graduate, postgraduate students, and Ph.D. He successfully completed many projects from the UN, DST and AMIT. Dr. Anchit has authored two books and published more than forty research papers in reputed international journals and conferences. He is also […]
Lecturer
Lecturer, Programme Lead for MBA
Nguyen holds a bachelor’s degree in international business and economics from Foreign Trade University Vietnam, a Master of Management from Keele University in the UK, and a PhD in Marketing from RMIT University in Australia. Nguyen’s PhD research explores the emergence of social enterprises, and she plans to further pursue impactful research. Nguyen has more […]
Lecturer
Dr. Daphne LauBefore joining BUV, Daphne served as a Research Assistant Professor at the Hong Kong Polytechnic University (AACSB and EQUIS accredited). She holds a Ph.D. in Accountancy from the City University of Hong Kong (AACSB and EQUIS accredited). Daphne was awarded a Hong Kong Ph.D. Fellowship by the Research Grants Council of the Hong Kong Special […]
Teaching Fellow
James McGaughranRaised and educated in the United States, James completed a Bachelor’s degree at the University of Colorado (USA) as a double major in Political Science and Environmental Studies. Subsequently, he completed a Master of Strategic Leadership and Communication from Stephens College in Missouri (USA). James then travelled, worked and volunteered in India and Nepal before […]
Senior Lecturer
Discipline Lead - Tourism and Hospitality Management
Born and educated in Russia, Vladimir completed a Master’s degree in International Relations with distinction at Volgograd State University, followed by a Candidate of Science degree in Cultural Anthropology at St. Petersburg State University. He began his professional career managing major international exhibitions and business events in Russia and Europe, including projects for the European […]
Teaching Fellow
Julien PsomasAs Julien was studying for his BA Hons in Marketing in bonny Scotland, he discovered hospitality, its rhythm, its multicultural pool of talents, its long shifts, and the passion behind all this. Beside his studies, he worked in banqueting in St Andrews and later as a bartender. Julien quickly became team leader and got the […]
Senior Lecturer
Discipline Lead - Business (Management, Marketing)
Coming from the serene coastal town of Port Dickson, Malaysia. Dr. Ash embarked on an academic journey that culminated in remarkable achievements. She secured a Bachelor’s degree in Business Administration and a Master of Science in International Marketing Management from the Robert Gordon University (RGU), UK. Her thirst for knowledge led her to Postgraduate Studies […]
Lecturer
Dr. Dang Quang VinhVinh graduated with a Bachelor’s degree in Computer Science from Vietnam National University – Hanoi in 2009. He earned his PhD in Computer Science from Université de Lorraine in 2018, completing his thesis under the supervision of Prof. François Charoy and Dr. Claudia Ignat at Inria Nancy Grand-Est, France. He also holds a Bachelor’s degree […]
Head, The Graduate School
Assoc. Prof. Marton RaczBorn and raised in Budapest, Hungary, Marton completed his studies in Economics and Gender Studies before earning his PhD in Management from the University of Leicester, UK. He has previously held academic positions in the UK at the universities of Leicester, Essex, and City St George’s, and most recently, he served as Rector at International […]
