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 
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
Dr. Hoang PhuongHoang Phuong has over a decade of experience teaching marketing, branding, business strategy, entrepreneurship in Vietnam’s international programs, bachelor and master levels. She also has experience in consulting, training, and strategic implementation for SMEs across sectors like education, fashion retail, coffee… Additionally, she has been involved in social entrepreneurship and business innovation initiatives. She is […]
Distinguished Visiting Professor (Business)
Professor Teo Tong KooiDato’ Dr. Teo Tong Kooi is from Malaysia. With a distinguished background in management and leadership, Dato’ Dr. Teo brings a wealth of experience spanning various industries, including financial services, manufacturing, property development, corporate advisory, and investment management. Over the course of his career, he has held pivotal leadership positions in multinational corporations and conglomerates, […]
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 […]
Associate Professor
Head, Centre for Research and Innovation
Assoc. Prof. Dr. Mike Perkins is the Head of the Centre for Research & Innovation at British University Vietnam, Vietnam. He holds a PhD in Management from the University of York, where he explored performance management in local policing services. His current research focuses on performance management, academic integrity, and the impact of Generative AI […]
Teaching Practitioner
Le Hoang Thu HuyenHuyen earned her bachelor’s degree in television journalism from the Academy of Journalism and Communication in Vietnam. Following graduation, she decided to broaden her experience from broadcast journalist at Vietnam Digital Television (VTC) to reality show production. She participated in three sessions of Vietnam’s Next Top Model and Vietnam International Fashion Week with Multimeda JSC […]
Lecturer - Academic Ambassador
Dr. Bui Ngoc MaiRaised in a small town in Hanoi, Mai moved to live and study in the United Kingdom from 2011. Mai completed her Msci degree in Mathematics and Statistical Science at the University College London (UCL) in 2017. She then received the UCL’s Research Excellence Scholarship to undertake doctoral research at UCL. In 2022, she was […]
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 […]
Associate Lecturer
Programme Lead - International Hospitality Management
Olivier de Chauliac is a French professional working in the hospitality, tourism and service industry for several years. Coming from a family anchored deep into the hospitality industry with a 3-stars Camping, a 200ha of Vineyard in the South of France and a hunting lodge, Olivier always had a passion for this industry and particularly […]
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 […]
