Juyan Zhang

Juyan Zhang
University of Texas at San Antonio | UTSA · Department of Communication

PhD

About

37
Publications
26,981
Reads
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599
Citations
Introduction
Researcher of public diplomacy, strategic communication, international communication, faith tourism, and media studies. Used a variety of research methods ranging from Structural Equation Modeling to rhetorical analysis. Interested in Buddhist studies. Currently working on projects of faith diplomacy, interfaith dialogue, faith tourism and public diplomacy theories.
Additional affiliations
September 2011 - present
University of Southern California
Position
  • Contributing Scholar
August 2007 - present
University of Texas at San Antonio
Position
  • Professor (Assistant)
August 2003 - July 2007
Monmouth University
Position
  • Professor (Assistant)
Education
January 2000 - June 2003
University of Missouri-Columbia
Field of study
  • Strategic Communication
September 1994 - July 1997
Peking University
Field of study
  • International Relations
September 1990 - July 1994
Renmin University of China
Field of study
  • Int'l studies

Publications

Publications (37)
Article
Full-text available
Through intertextual analyses between the northern Āgamas, Ava-lokiteśvara's (A.) iconography-quality, and the early A.-related texts, this research argues that A. is a composite character representing the Bud-dha's entire bodhisattva aspect. His iconography is based on Sumedha in the Dīpaṃkara Buddha story; his title is based on the narrative thro...
Article
Full-text available
Sino-Vatican relations have been in gridlock for more than half a century. Most observers believe that the stalemate has been caused by the so-called “Two Factors,” namely China’s “One China” policy and the Vatican’s universal authority over the Catholic Church. The current research proposes that a myriad of other factors also affect this bilateral...
Article
Full-text available
From the perspective of strategic communication planning, this research maps and compares the gastrodiplomacy campaigns by Japan, Malaysia, Peru, South Korea, Taiwan, and Thailand. Analysis reveals that message appeals of the campaigns include mysticism, exoticism, naturalness, and healthiness. Campaign strategies range from membership relations in...
Article
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This research proposed that social media use in public diplomacy should first be a strategic issue management (SIM) process. Using two case studies, the research identified four phases of the SIM process, namely the issue fermenting and going viral phase, the proactive phase, the reactive phase, and the issue receding and new issue fermenting phase...
Article
Full-text available
Using the Grounded Theory and the northern Āgamas, this research demonstrates that the doctrines of early Mahāyāna, when defined as the six pāramitās, is rooted in the Brahmavihāras’ benefits, their culminations, and their combinations with meditations for wisdom deliverance. The research first develops a taxonomy of the Brahmavihāras’ benefits and...
Article
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Public diplomacy (PD) as a field of practice and as scholarly subject appears to be extremely fragmented. The goal of the current research is to develop a dual framework, named a PD Radar, in an attempt to bring coherence, interconnectedness, and systematicity to our understanding of the terrain of PD practices and theories. The main framework of t...
Article
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The dominant paradigm on tourist behaviors depicts a sequential relationship among image, quality, satisfaction, and post-purchase behavior while the alternative view argues that consumer behaviors are better understood through perceived value. Using Nepal as a case, we tested a synthetic model of tourist behaviors and applied the Fombrun-RI Countr...
Article
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Using major early Mahāyāna texts and the Āgamas/Nikāyas, this research demonstrates that in its earliest form, the so-called “buddhas in the ten directions” are actually transformation buddhas of the Śākyamuni Buddha, or duplicates of the Buddha in the infinite worlds. The research shows that the concept had its origins in the similes comparing the...
Article
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Following the author's earlier research on the origin of Avalokiteśvara (A.), the current work provides more evidence to corroborate the conclusion that A. is a composite character representing the entire bodhisattva aspect of the Śākyamuni Buddha, and he became dissociated from the Buddha-to-be due to the Amitābha cult. Through intertextual analys...
Chapter
Full-text available
In the contemporary fervour for Buddhist diplomacy and Buddhist tourism, however, Gandhara, one of the most important Buddhist sites, which covers the large area from today’s northern Pakistan to the east of Afghanistan, has become unknown except to archeologists, art historians and Buddhist scholars. Gandhara was once the centre of Buddhism in the...
Chapter
Full-text available
This book brings together a range of case studies in the areas of religion, religious tourism and pilgrimage in Asia. It assesses the increasing linkages and interconnections between religious tourism and secular spaces on a global stage, and explores key learning points from a range of contemporary case studies of religious and pilgrimage activity...
Chapter
Full-text available
This chapter examined China’s efforts toward diversification and sophistication of its public diplomacy practices. These include the nation rebranding efforts through the Chinese Dream campaign, use of nation branding advertising, establishing think tanks dedicated to public diplomacy, engaging in culinary diplomacy, corporate public diplomacy, pop...
Article
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Within a meaning-centered framework that integrates theories of strategic communication, political myth and the encoding-decoding model, this research examines the Chinese government’s rhetoric and English news media’s interpretations surrounding the Chinese Dream campaign. Findings show that English news media made largely oppositional readings, i...
Article
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Combining constructionist framing analysis and thematic analysis, this research analyzes mainstream U.S. newspapers’ coverage of former Venezuelan President Hugo Chávez’s death. Overall, the mainstream newspapers defined Chávez as “a leftist revolutionary passing the torch,” “a populist, yet just another South American dictator,” “a false Messiah,”...
Article
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China's soft power campaign has spawned many scholarly studies on it, but few have examined its rhetorical aspect. Through keyword analysis, this research examines strategic ambiguity in China's public affairs rhetoric surrounding the Six Party Talks over North Korea's nuclear program. The two keywords, ‘the Six Party Talks’ and ‘da ju’ (big pictur...
Chapter
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Chapter
China has had a long history with faith diplomacy that can be traced back 2,000 years to when Buddhism was first introduced into the country. Since then China has engaged in official and nonofficial interactions with foreign religions, including Zoroastrianism, Manichaeism, Christianity, and Islam, along with Buddhism. China also promoted its nativ...
Article
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This study combines both the agenda-building and the second-level agenda approaches. It proposes an expansion of agenda-building research by examining the interaction among the president, the media and the public for an event that was not considered an existing ‘real-world’ condition. Specifically, this study uses former President Bush’s five most...
Article
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Within the theoretical framework of the mixed-motive model of public relations, this case study of President Obama's speech in Prague, calling for ‘a world without nuclear weapons’, analyzes the dynamics of rhetoric of public diplomacy in the mixed-motive situation. The analysis shows that the speech presented a two-way symmetrical worldview. At th...
Article
Traditional conceptualizations of public diplomacy stress three dimensions, namely image cultivation, advocacy of national interests, and promotion of mutual understanding. This research expands the scope of public diplomacy by adding an additional dimension, namely promotion of Global Public Goods (GPG). The research argues that creating and prese...
Article
This qualitative study explores values, perceived effectiveness and factors that affect effectiveness of the public diplomacy-oriented international news services by a U.S.-based non-governmental, not-for-profit organization. In-depth, semi-structured interviews are conducted with the staff of the organization. Results show that the key values that...
Article
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This research attempts to provide insight into the changes that occurred to China's mass communication-centred public diplomacy between 1949 and the present day on two levels: changes to the direction of information flow as well as changes in the messages. The qualitative research finds that China's public diplomacy has followed a pattern of moving...
Article
This research analyzed the major metaphors the U.S. government created to define the post-September-11 world realities, including “Second Front,” “Axis of Evil,” “Old Europe,” “Responsible Stakeholder,” and “Color Revolution.” The metaphors are found to be rhetorically advocating and share the archetypal metaphor of “democracy vs. tyranny” and “fre...
Article
This case study conceptualizes public diplomacy as a symbolic interactionist process, in which nations actively participate in constructing and negotiating meanings of symbols and performing actions based on the meanings. The international relief efforts for the Asian tsunami are used as a case to examine the conceptualization.
Article
This case study conceptualizes public diplomacy as a symbolic interactionist process, in which nations actively participate in constructing and negotiating meanings of symbols and performing actions based on the meanings. The international relief efforts for the Asian tsunami are used as a case to examine the conceptualization.
Article
Using data from the Foreign Agent Registration Act (FARA) Office, the research found that the lower a country is on the hierarchy of the world system, the less effort it puts into communicating with the United States; semi-periphery nations are more likely to hire U.S. public relations firms, followed by core nations and periphery nations; finally,...
Article
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Taking the dispute between the United States and China over the collision of a U.S. Navy plane with a Chinese jet in April 2001, the research confirmed at certain the Contingency Theory variables that affect the U.S. government's stance in resolving the conflict. It supported the postulates of the theory: Symmetry through a dialogue may not be inhe...
Article
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In this historical analysis, Jacques Ellul’s theory of propaganda is applied to analyse the changes of China’s propaganda. It is found that China’s propaganda is undergoing structural transformations from depending on human organisation to extensive control and use of media technology. Sociological propaganda as a complement to political propaganda...
Article
The research applies Image Restoration Discourse to Saudi Arabia's attempt to repair its damaged reputation after 9/11. The country was accused of supporting terrorism and of failing to support a possible U.S. attack on Iraq. It was suggested that by relying heavily on denial and bolstering, the image repair effort was partially successful at dispe...
Article
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A content analysis of The New York Times coverage revealed an imbalance in the use of sources, with official and anonymous sources used more than non-official and identified ones.
Article
A content analysis with an interrupted time-series design assessed the impact of an international public relations campaign launched by the Chinese government in the United States. The extent and nature of coverage of China in major US newspapers, particularly the New York Times, during and after the campaign suggest that the press appeared to have...

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