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 
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 […]
Lecturer
Dr. Nguyen Quang Minh Nguyet (Moon Nguyen)Moon Nguyen earned her Ph.D. in Communication Studies and her M.A. in International Journalism Studies from Hong Kong Baptist University. Throughout her academic journey, she delivered 12 presentations at top conferences in the field. She received several awards, including the Top Student Paper Award, the Michael Hoefges Research Funding Award, the HKSAR Reaching Out Award, […]
Teaching Fellow
Sandra SchneidermanSandra is Student Success Lead and a Teaching Instructor. She liaises with faculty and students to develop individualised success lessons and learning plans. Raised in New Zealand and educated in Australia, Sandra received her Bachelor of Education and Master of Education at The University of Melbourne. She also has a Post-Graduate Certificate in Gifted Education […]
Senior Lecturer
Dr. Giovanni MerolaRaised and educated in Rome, Italy, Giovanni completed a double major Bachelor degree in Statistics and Economics from the university La Sapienza in Rome. He completed his Masters and Ph.D. in Statistics at the University of Waterloo in 1994 and 1998, respectively. He was associate professor at the Polytechnic University of Catalunya in Spain, then […]
Associate Lecturer
Alex Gaja OrtegaAfter completing a Master’s Degree in Architecture and various other academic, professional and research experiences in Spain, Poland, France and Japan, in 2015, Alex arrived in Vietnam, where he developed his career both in design consultancy for international offices and higher education. Among his recent professional milestones worth highlighting is the Cityscape Awards in 2019 […]
Lecturer
Program Lead for Data Science & Artificial Intelligence
Donie, originating from Iloilo City, Philippines, obtained his Bachelor’s degree in Computer Engineering from the University of San Agustin in 2000. Over two years, he garnered valuable IT industry experience post-graduation. Transitioning to academia in 2004, he spent seven years as an Assistant Instructor at Saint Paul University Iloilo, nurturing a passion for teaching and […]
Lecturer
Discipline Lead - Business Postgraduate Programmes
Born in Hubei, China, Tingting completed a Bachelor’s Degree in Business Administration in 2008 and a Master’s Degree in Marketing Management in 2010 from Wuhan University. Then Tingting achieved her degree of Doctor of Philosophy in Marketing from City University of Hong Kong in 2015. She was also a visiting scholar at the University of […]
Teaching Fellow
Nguyen Ngoc QuyNguyễn Ngọc Quý is a 3D artist, educator, and researcher based in Hanoi. He completed his undergraduate studies in Contemporary Creative Practice at Staffordshire University and later finished a Master of Research in the Arts at Arts University Bournemouth, where his work explored generative art as an approach to documenting Vietnam’s intangible cultural heritage. Quý […]
Lecturer
Head, English Department
Raised and educated in Volgograd, Russia, Yulia completed a Bachelor’s degree in Education from Volgograd State Pedagogical University in 2003, followed by a Master’s Degree in Language Education in 2005 from the same university. A full-time postgraduate student, Yulia developed her Master’s research into a doctor’s degree and completed her PhD thesis in Cognitive Linguistics […]
Senior Lecturer
Dr. Viju PrakashRaised and educated in India, Viju Prakash completed a Bachelor’s degree in Computer Science and Engineering from Anna University. Following graduation, in 2005, he completed a Master of Computer Science and Engineering from Anna University. He later completed his PhD titled, “A Power Aware Routing Protocol in Wireless Sensor Networks” in Computer Science and Engineering. […]
