Peking University, March 14, 2024: While the Chinese proverb "The best time to plant a tree was 10 years ago" may spark debate, it holds profound resonance among faculty and students of the Master of Journalism and Communication (Financial Media) Program at Peking University HSBC Business School (PHBS).

The opening of the conference

On March 3, 2024, the program celebrated its 10th anniversary with a much-anticipated academic conference. Themed "AI, Platform and Communication," the conference was the inaugural international conference organized by the program in its decade-long development, attracting communication experts and scholars from around the world to discuss the trending topic in Shenzhen, the very frontier of China's reform and opening-up practice.

PHBS Dean Wang Pengfei delivers a welcoming speech

"It is my sincere hope that this conference, as an integral part of the celebration of PHBS' 20th and Financial Media's 10th anniversary, could provide insights into the impact artificial intelligence and platform will bring to the communication studies and media industry," said Wang Pengfei, dean of PHBS and chair professor of economics, in his welcoming remarks.
 

The Q&A session

The 150 attendees were fully engaged in keynote speeches, paper presentations, and discussions. They raised insightful questions and gave comments that could not only enhance their academic studies but also assist technology companies in gaining a deeper understanding of their social implications.

Nicole Ellison gives a keynote speech

Nicole Ellison, professor at the University of Michigan, discussed the mechanism of Human-Computer Interaction (HCI) in her keynote speech. She elaborated on the relationship between information and personal self-identity from the perspectives of "viewing" and "interacting." In addition, she raised crucial questions about the future of media, communication studies, and education, particularly how AI could shape our understanding of relationships and intimacy.

Ang Peng Hwa gives a keynote speech

Artificial Intelligence is becoming increasingly involved in media and communication studies in today's society, as Professor Ang Peng Hwa from the Nanyang Technological University emphasized in his keynote speech, highlighting the widespread challenges such as ethics issues it could pose.
 

Shyam Sundar gives a keynote speech

Platform, media, and their relationship was another important issue the conference paid attention to. Shyam Sundar, professor and director at the Center for Socially Responsible AI, Penn State University, discussed the challenges posed by AI to discrimination, ethics, and trust. He then proposed several possible solutions and theoretical frameworks to address these challenges. This echoed with Professor Ang's keynote on AI's violation on digital privacy, the exacerbation of digital divide, and the resulted ethical dilemma.

Bao Luye and Mou Yi (seen from left, the same below)

The collaborative study presented by Bao Luye, assistant professor at PHBS, probed the impact of AI on modern communication. The study revealed the different roles of GPT-4 and Google Search in shaping public attitudes towards emerging science-related issues. "It is a must that we understand the risk of potential misinformation when using GPT," said Professor Bao. Mou Yi, professor at Shanghai Jiao Tong University commented that human-computer interaction in science communication served a basic issue in the era of AI.

Meng Jing and Qiu Yunxi 

Meng Jing, assistant professor at PHBS, touched upon a specific AI technology - Deepfake. Based on the concepts "authenticity" and "indexicality," her study explored how AI can achieve authenticity through subjective interaction. Paper discussant Qiu Yunxi, associate professor at the Communication University of China acknowledged that the AIGC-focused study could inspire scholars to think deeply about the social impact brought by this new-born technology.

Hu Yangjuan and Dong Chenyu

Hu Yangjuan, assistant professor at PHBS, introduced her paper in collaboration with Associate Professor Ye Weiming. The study focused on the application of gamified work systems in the gig economy, highlighting workers' exacerbated anxiety. Paper discussant Dong Chenyu, lecturer from Renmin University of China, delved into the intricate relationship between individuals and algorithms from the perspective of a qualitative researcher.

Chen Zhuo and Wang Chengjun

Algorithms have an impact on individuals, which further influences the reorganization of interpersonal relationships. In a collaborative study with Lecturer Zhang Yiyan from Renmin University of China, PHBS Assistant Professor Chen Zhuo explored the voluntary actions of fan communities that lack economic incentives. Wang Chengjun, associate professor at Nanjing University pointed out that the study revealed a unique organizing mechanism in the era of AI's growing prevalence. 
 

Ouyang Rongxin and Wang Hongzhe 

In addition, Ouyang Rongxin, PHBS graduate (class of 2021) and Ph.D. student at the National University of Singapore, presented his collaborative paper on information communication and technological innovation. Discussant Wang Hongzhe, associate professor at Peking University acknowledged the academic significance of platform governance in the era.

Leopoldina Fortunati delivers a closing speech

"Today's gathering is bound to push forward the discussion around artificial intelligence as the technological foundation for shaping media and the society," commented Leopoldina Fortunati, professor at the University of Udine in Italy, in her closing speech. 
 

Ye Weiming expresses her gratitude to speakers and audience

"It serves as an encouragement to all those who paid efforts for this young program over the years," said Ye Weiming, associate professor at PHBS and the coordinator of the Financial Media Program, who has witnessed the program's growth from "0" to "1" over the past decade .
 

Nicole Ellison shares her experience 

“This was the first time that I visited China," noted Professor Nicole Ellison, sharing her experience in Shenzhen. Accompanied by PHBS faculty and student representatives, she visited leading technological companies and engaged in discussions with industry experts in Shenzhen.

The invited speakers, akin to Nicole Ellison, served not just as conference speakers but also as "cultivators" of this nascent program. Professor Wang Pengfei highlighted that their constructive suggestions could enhance the program in various aspects, including its curriculum design and faculty career paths. He emphasized the immense significance of the recognition and appreciation received from esteemed scholars for this groundbreaking Financial Media Program, being the first of its kind at a business school in the Chinese mainland. 

A cake specifically designed to celebrate the program’s "birthday"

As the conference drew to the end, a custom-made cake commemorating PHBS Financial Media's 10th anniversary was presented amid the surprise of the audience. The keynote speakers and paper discussants were then invited on stage, together with faculty and students of the program, to celebrate this milestone as both "cultivators" and "architects" of the program's growth.
 

International scholars, faculty, and students celebrate the birthday

By hosting its inaugural international conference on media and communication studies, PHBS Financial Media Program is more than ever devoted to equipping students with practical skills in finance, economics, and management, nurturing professionals with journalistic flair, communicative finesse, and cultivating the ability to navigate the intricate tapestry of contemporary society.

Group photo of conference attendees

Written by: Dai Jiawen and Yan Yuchen
Edited by: Ye Weiming and Annie Jin 
Photos by: Li Yapei; PHBS media office