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)
Head of School, School of Communications & Creative Industries (2026 – 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)
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