CN

Gwen Bouvier

  • Distinguished professor

  • Research: Civic debate; social media; digital transformation and its impact on society and social issues; multimodality; social semiotics; journalism; and digital visual communication.

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  • Email: gwen.bouvier@gmail.com

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Gwen Bouvier (PhD, University of Wales) is a Distinguished Professor at Shanghai International Studies University. Her main areas of research interest are social media, civic discourse, and news representation. Professor Bouvier's publications have focused on multimodal and critical discourse analysis, social media, fashion as discourse and the visual representation of crises in news. She is the Associate Editor for Social Semiotics Journal and Review Editor for the Journal of Multicultural Discourse. Her latest publications include Bouvier, G. and Rasmussen, J. (2022) Qualitative Research Using Social Media. London: Routledge; Bouvier, G. and Rosenbaum, J. E. (2020) Twitter, the Public Sphere, and the Chaos of Online Deliberation. London: Palgrave Macmillan; Zhao, W. and Bouvier, G. (2022) ‘Where Neoliberalism shapes Confucian notions of child rearing: influencers, experts and discourses of intensive parenting on Chinese Weibo’, Discourse, Context and Media. 45; Bouvier, G. and Machin, D. (2021) ‘What gets lost in Twitter ‘cancel culture’ hashtags? Calling out racists reveals some limitations of social justice campaigns’, Discourse & Society, 32(3): 307-327.

Journal articles

  • Zhao, W. and Bouvier, G. (2022) ‘Where Neoliberalism shapes Confucian notions of child rearing: influencers, experts and discourses of intensive parenting on Chinese Weibo’, Discourse, Context and Media. 45. URL: https://www.sciencedirect.com/science/article/abs/pii/S2211695821000970 *Winner of Editor’s Choice Award 2022 – free download until 31/08/22*

  • Bouvier, G. and Chen, A. (2021) ‘The gendering of healthy diets: a multimodal discourse study of food packages marketed at men and women’, Gender & Language. 15(3): 347-368.

  • Bouvier, G. and Machin, D. (2021) ‘What gets lost in Twitter ‘cancel culture’ hashtags? Calling out racists reveals some limitations of social justice campaigns’, Discourse & Society, 32(3): 307-327.

  • Bouvier, G. and Chen, A. (2021) ‘Women and fitness on Weibo: the neoliberalism solution to the obligations of Confucianism’, Social Semiotics, 31(3): 440-465.

  • Bouvier, G. and Way, L. C. (2021) ‘Revealing the politics in ‘soft’, everyday uses of social media: the challenge for Critical Discourse Studies’, Social Semiotics, 31(3): 345-364.

  • Bouvier, G. (2020) Racist call-outs and cancel culture on Twitter: The limitations of the platform’s ability to define issues of social justice. Discourse, Context & Media, 38: 2211-6958.*

    Most Cited Articles since 2018 – free download*

  • Rosenbaum, J. E. and Bouvier, G. (2020) ‘Twitter, social movements and the logic of connective action: Activism in the 21st century – an introduction’, Participations, 17(1). URL: https://www.participations.org/Volume%2017/Issue%201/8.pdf

  • Bouvier, G. (2020) ‘From ‘echo chambers’ to ’chaos chambers’: Discursive coherence and contradiction in the #MeToo Twitter feed’, Critical Discourse Studies, special issue on social media. URL: https://www.tandfonline.com/doi/abs/10.1080/17405904.2020.1822898

  • Bouvier, G. (2020) ‘Is social media activism really activism?’, Participations, 17(1). URL: https://www.participations.org/Volume%2017/Issue%201/13.pdf

  •  Bouvier, G. (2019) ‘How Journalists Source Trending Social Media Feeds: A Critical Discourse Perspective on Twitter’, Journalism Studies, 20(2): 212-231.

  • Bouvier, G. and Machin, D. (2018) ‘Critical Discourse Analysis and the Challenge of Social Media: The Case of News Texts’, Review of Communication, special issue CDS and/in Communication: Theories, Methodologies, and Pedagogies at the Intersections, 18(3): 178-192.

  • Bouvier, G. (2018) ‘Clothing and meaning making: a multimodal approach to the women’s abayas’, Visual Communication, 17(2): 187-207.

  • Bouvier, G. (2016) ‘Discourse in Clothing: The Social Semiotics of Modesty and Chic in Hijab Fashion’, Gender and Language, 10(3): 364-385.

  • Bouvier, G. (2016) ‘Social Media and its Impact on Intercultural Communication: The Challenges for a Discourse Approach’, Journal of Communication Arts, 34(3): 25-59.

  • Bouvier, G. (2015) ‘What is a Discourse Approach to Twitter, Facebook, YouTube and other Social Media: Connecting with Other Academic Fields’, Journal of Multicultural Discourses, 10(2): 149-162.

  • Barry, W. and Bouvier, G. (2012) ‘Cross-Cultural Communication: Arab and Welsh students’ use of Facebook’, Journal of Arab and Muslim Media Research, 4(2-3): 165-184.

  • Bouvier, G. (2012) ‘How Facebook Users Select Identity Categories for Self-presentation’, Journal of Multicultural Discourses, 7(1): 37-57.

  • Bouvier, G. (2005) ‘Breaking News: The First Hours of the BBC Coverage of 9/11 as a Media Event’, Journal for Crime, Conflict and the Media, 1(4): 19-43.

Monographs

  • Bouvier, G. and Rasmussen, J. (2022) Qualitative Research Using Social Media. London: Routledge.

Book chapters

  • Bouvier, G., Chen, A., and Zhao, W. (forthcoming 2022) ‘Where Neoliberal and Confucian Discourses Meet: The case of female fitness influencers on Chinese social media’, In: Shi, X. (ed) Handbook of Cultural Discourse Studies. London: Routledge.

  • Bouvier, G. and Rosembaum, J. E. (2020) ‘Communication in the Age of Twitter: The Nature of Online Deliberation’, In: Bouvier, G. and Rosembaum, J. E. (eds) Twitter, the Public Sphere, and the Chaos of Online Deliberation. New York, NY: Springer. pp 1-22. http://link-springer-com-443.webvpn.fjmu.edu.cn/chapter/10.1007%2F978-3-030-41421-4_1

  •  Bouvier, G. and Machin, D. (2020) ‘Critical Discourse Analysis and the Challenge of Social Media: The Case of News Texts’, In: Martinez Guillem, S. & Toula, Christopher M. (eds) Critical Discourse Studies and/in Communication: Theories, Methodologies, and Pedagogies at the Intersections. London: Routledge. pp 178-192. https://www.routledge.com/Critical-Discourse-Studies-andin-Communication-Theories-Methodologies/Guillem-Toula/p/book/9780367505561

  •  Bouvier, G. and Rosembaum, J. E. (2020) ‘Afterword: Twitter and the Democratization of Politics’, In: Bouvier, G. and Rosembaum, J. E. (eds) Twitter, the Public Sphere, and the Chaos of Online Deliberation. New York, NY: Springer. pp 315-324. https://link.springer.com/chapter/10.1007/978-3-030-41421-4_13

  • Bouvier, G. and Chiluwa, I. (2019) ‘Introduction: Twitter – Global Perspectives, Civic Culture and Moral Affect’, In: Chiluwa, I. & Bouvier, G. (eds) Twitter: Global Perspectives, Uses and Research Techniques. New York, NY: Nova.

  • Bouvier, G. and Cheng, L. (2019) ‘Understanding the Potential of Twitter for Political Activism’, In: Chiluwa, I. & Bouvier, G. (eds) Activism, Campaigning and Political Discourse on Twitter. New York, NY: Nova.

  • Bouvier, G. (2014) ‘British Press Photographs and the Misrepresentation of the 2011 ‘Uprising’ in Libya: A Content Analysis’, In: D. Machin (ed) Visual Communication. Berlin: De Gruyter Mouton, 281-299.

  • Bouvier, G. and D. Machin (2013) ‘How Advertisers Use Sound and Music to Communicate Ideas, Attitudes and Identities: A Multimodal Critical Discourse Approach’, In: Pennock-Spek, B. & Del Saz Rubio, M.M. (eds) The Multimodal Analysis of Television Commercials, University of Valencia Press, Valencia.

  • Bouvier, G. (2007) ‘Breaking News: The First Hours of the BBC Coverage of 9/11 as a Media Event’, In: T. Pludowski (ed) How the World's News Media Reacted to 9/11. Spokane, WA: Marquette Books, 51-83.

Others

 edited books

  • Bouvier, G. and Rosenbaum, J. E. (2020) Twitter, the Public Sphere, and the Chaos of Online Deliberation. London: Palgrave Macmillan.

  • Chiluwa, I. and Bouvier, G. (2019) Twitter: Global Perspectives, Uses and Research Techniques. New York, NY: Nova Science.

  • Chiluwa, I. and Bouvier, G. (2019) Activism, Campaigning and Political Discourse on Twitter. New York, NY: Nova Science.

  • Bouvier, G. (2016) Discourse and Social Media. London: Routledge.

 special issues

  • Bouvier, G. and Way, L. C. (2021) Everyday politics and social media. Social Semiotics, 31(3).

  • Rosenbaum, J. E. and Bouvier, G. (2020) Twitter, social movements and the logic of connective action, Participations, 17(1).

  • Bouvier, G. (2015) Special issue on Social Media, Culture and Discourse, Journal of Multicultural Discourses, 10(2).

 reviews

  • Zhao, W. and Bouvier, G. (2021) ‘Visualizing Digital Discourse’, Social Semiotics, https://doi.org/10.1080/10350330.2021.1925534

  • Bouvier, G. (2013) ‘A book review of Britpop and the English Music Tradition (Ashgate Popular and Folk Music Series)’, Perfect Beat, 14(1): 84-85.

  • Bouvier, G. (2013) ‘A book review of Bouissac, P. 2010 Semiotics at the Circus’, Social Semiotics, 23(3): 457-459.

 media

Erasmus grant: 583€ (2017) “Social media use amongst film students, Germany”

Professional development grants: 36,780€ (2014 – 2016) “Civic debate on social media among UAE young female influencers”

Mobile Learning Research Fund grant: 4,200€ (2015) “ECL electronic Language Learning tool – digital application”

Start Up grant: 1,200€ (2014) “Facebook and identity in the Arab Emirates”

EU, Centre for the Study of Media & Culture in Small Nations, research assistant managing project (2011) “The study of media and culture in small nations”

ESRC, member of research team (2003) “The global reception of the Lord of the Rings trilogy”

Academicyear Modules  Institution
2021 - 2022

Qualitative methods for research into discourse, communication and language (MA)

Digital communication and visual design (MA)

Shanghai International Studies University
2020 - 2021

Anthropology (BA)

Language, Media and Cultural Studies (BA)

Research Methods for Social Sciences (MA)

Zhejiang University
2019 - 2020

Postgraduate writing and publishing (MA & PhD)

Research Methods for Social Sciences (MA)

Zhejiang University
2018 - 2019

Social Media and Digital Storytelling (BA)

Digital Communication and Design (BA)

Researching Media (BA)

Analysing Media (BA)

Maynooth University
2017 - 2018

Researching Media (BA)

Analysing Media (BA)

Social Media and Digital Storytelling (BA)

Maynooth University
2016 - 2017

Introduction to Journalism Studies (MA)

International Journalism (MA)

Social Media and Digital Storytelling (MA)

Research Methodology (MA & PhD)

Visual Communication (BA)

Örebro University
2015 - 2016

Media and Cultural Criticism (BA)

Media Lab I (BA, practical)

Zayed University
2014 - 2015

Introduction to Communication Research (MA)

Media and Cultural Criticism (BA)

Media Lab I (BA, practical)

Zayed University
2012 - 2013

International Media (BA)

Professional Practice (MA)

Introduction to Media Theory (BA)

University of South Wales
2011 - 2012

International Media (BA)

Professional Practice (MA)

Introduction to Media Theory (BA)

University of South Wales
2010 - 2011

International Media (BA)

National identity, Heritage & Imagined communities (BA)

Core Concepts (BA)

Researching Media, Culture & Communications

University of South Wales
2009 - 2010

International Media (BA)

Perspectives (BA)

Core Concepts (BA)

Contemporary Popular TV (BA)

TV Genres (BA)

Introduction to Media Theory (BA)

University of South Wales
2006 - 2007

Journalism (BA)

Media, Culture & Society (BA)

London Metropolitan University
2005 - 2006Media Studies (AS level)Cherwell College Oxford
2003 - 2005

American Network Television (BA)

Film Studies (BA)

Media and Society (BA)Television (BA)

Aberystwyth University (seminars & guest lecturing)


Memberships of associations and editorial boards

  • Social Semiotics – Taylor & Francis journal, associate editor, since 2013.

  • Journal of Multicultural Discourses – Taylor & Francis journal, review editor, since 2016.

  • International Journal of Marketing Semiotics & Discourse Studies – member of the editorial board, since 2020.

  • Media, War and Conflict – Sage journal, member of the editorial board, since 2008.

  • CCMS Research Unit – University of South Wales, member 2011-2013.

  • Centre for the Study of Media and Culture in Small Nations – University of South Wales, member 2009-2013.

  • Particip@tions – Journal of Audience and Reception Research, Aberystwyth University (www.participations.org), member of the editorial board, 2003-2008.

  • War and Media network – University of Sussex (http://www.warandmedia.org), member since 2004.

Research degree supervision

  • BA level: University of South Wales

  • MA level: Leicester U, Zayed U, University of South Wales, Örebro U, Zhejiang U

  • PhD level: Zhejiang University

Conference Participation

  • 31st European Systemic Functional Linguistics Conference, Social Semiotics and Sustainability, SDU, Denmark, 2022. “Distant health careers and vague causalities: moralized official reproductive health communication on social media in China”.

  • “Engineering Practices” Workshop: The Use of Networks in the Humanities and Social Sciences – Model, Metaphor, Method, RWTH Aachen University, Germany. “Understanding coherence on social media hashtag networks: intensive parenting on Chinese Weibo”.

  • Grammar and Pragmatics (GaP), Antwerp University, Belgium, 2022. “Social Justice and Social Media Discourses: Morality and Superficiality”.

  • Approaches to Digital Discourse Analysis 3 (ADDA 3), University of South Florida, Florida, USA, 2022. “Social Activism and the Self as Moral Project”.

  • Second International Sexual Health Promotion Workshop, University of South Denmark, Denmark, 2022. “Moralized self-empowerment: official reproductive health communication on social media in China”.

  • International Conference on Frontiers in Discourse Studies, Jiao Tong University, China, 2021. Invited speaker. “Creativity in the Wanghong sphere: Discourses of Neoliberalism and Confucianism in influencers”.

  • CARP2021, Character Assassination and Reputation Politics Research Lab, George Mason University, Virginia, USA. Invited speaker. “The Limits of Twitter for Social Justice Campaigns”.

  • Forum on Institutional Discourse and Social Governance, Institute of Fengqiao Experience & Social Governance, Zhejiang Police College, China, 2019. Keynote speaker. “The nature of communication on social media”.

  • TESPA Annual meeting and multimodality symposium, Taipei National University, Taiwan, 2019. Invited speaker “How can we use multimodal critical discourse analysis to do social media research”.

  • CADAAD, Aalborg University, Denmark, 2018. “Social Media and Sourcing News: The role of discourses of personalization and emotion and the challenges for CDA”.

  • International Communication Association (ICA), Prague, 2018. “Trending Marginalized voices in the Irish abortion debate on Twitter”.

  • MeCCSA, South Bank University, London, 2017. “Using Photographs from Twitter as News Sources: Social media, personalization and emotion in contemporary news”.

  • Embargo, Ecumenical Patriarchate – A Forum on Modern Slavery, Istanbul, 2017. Plenary session, Invited speaker. “The Media and Public Knowledge about Slavery”.

  • Scholarly visit and research presentation (invited), Hangzhou Normal University & Zhejiang University, Hangzhou, 2017. “News, Civic Debate, and Social Media”.

  • Cross-Cultural Communication Conference, Chulalongkorn University, Bangkok, 2016. “Social Media and its Impact on Intercultural Communication: the challenges for a discourse approach”.

  • Scholarly visit and research presentation (invited), Södertörn University, Stockholm, 2015. “Discourse Analysis of Social Media”.

  • Cyfrwng – ‘Voices’, Trinity College, Carmarthen, 2010. “How do Welsh Voices resound in Virtual Space. Facebook calling for Identity and Self-classification”.

  • CAMMRO – third international conference, Media coverage of the 'war on terror', University of London, 2007. “War on the Home Front: the discourse analysis of a Flemish political email message”.

  • MeCCSA – Media, Communications and Cultural Studies Association yearly conference, Bournemouth University, 2004. “The Television Representation of 9/11: BBC and VRT”.

  • Crossroads – Culture and Media, Reading University, 2003. “Reading Television”.

Administrative responsibilities

  • PhD programme co-coordinator

  • MA co-coordinator

  • Department social media promotion of BA and MA programmes

  • Departmental library liaison

  • Second Year coordinator

  • Organised PG research colloquium day 2018-19

  • Head of MA Journalism Connected (Director of programme)

  • Member of MA curriculum revision team

  • Faculty Committee member

  • Graduate Study Committee member

  • Member of Mobile Learning Research group

  • Admissions

  • First Year Coordinator

  • Delivering open days

  • Delivering Major’s Days

  • Applicant interviewing

  • Advising students

I review for many journals, amongst others Social Media + Society; Visual Communication; New Media and Society; Journalism Studies; Journalism Practice; Discourse, Context & Media; Social Science Journal; Review of Communication; International Journal of Communication (IJoC); and Critical Discourse Studies.