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POSITION
2018-Present
Department Chair (2025-2027)
Associate Professor
Department of Foreign Languages and Literature, Tunghai University
2014-2018
Assistant Professor
Department of Foreign Languages and Literature, Tunghai University
EDUCATION BACKGROUND
Ph.D.
University of California, Los Angeles
Department of Applied Linguistics
M.A.
National Taiwan University
Graduate Institute of Linguistics
B.A.
National Chengchi University
Double Major: Department of English, Department of Chinese Literature
Minor: Education
AREAS OF SPECIALIZATION
Communication in Media, Discourse Analysis, Ethnographic Methods,
Linguistic Anthropology, Pragmatics, Sociolinguistics
RESEARCH PROJECTS (2017 and onwards)
NSTC 114-2410-H-029-036
社群媒體健康飲食餐盤標記化
Enregisterment of Healthy Eating on Social Media Communities
NSTC 112-2410-H-029-008
敘事於社交平台之結構與功能: 追求健康、自我定位
Narratives on Self-care on Social Media: The Remaking of Self
MOE 112-D-016
「第二期數位人文創新人才培育計畫」
(Talent Cultivation Project for Digital Humanities, Phase II)
數位遊戲「與/語」人文素養：科技鑲嵌之敘事
(https://digihumanity.thu.edu.tw)
NSTC 111-2410-H-029-026
台灣網路名人化實踐與觀眾互動
Microcelebrities’ Practices of Celebrification and Viewer Interaction
MOST 110-2410-H-029-029
打賞直播「做自己」言談及即興話語
Discourse and Fresh Talk on “Being Myself” in Monetary-motivated Livestreams
MOST 109-2410-H-029-047
討論直播主語言使用之後設語用評論
Metapragmatic Comments on Streamers’ Ways of Speaking in Livestreaming Programs
MOST 107-2410-H-029-023-MY2
台灣直播節目線上互動－(不)禮貌與禮物交換
Online Interaction During Live Streaming in Taiwan: A Study of (Im)politeness and Gift Exchange
MOST 106-2410-H-029-034
中文網誌食譜之互動機制
Interaction in Recipes from Chinese Language Food Blogs
PUBLICATIONS
Hsiao, Chi-hua. 2025. The application of digital ethnography to Goffman's theory of self: Product-
promotion videos on YouTube. Taiwan Journal of Anthropology, 23(1):85-106. (TSSCI Core-Level 1)
Hsiao, Chi-hua. 2022. Celebrification and viewer interaction in microcelebrities’ product promotion
videos. East Asian Pragmatics, 7(3):307-331. (ERIH PLUS, ESCI, SCOPUS)
Hsiao, Chi-hua. 2022. Authenticating discourses of “being oneself” on monetary-motivated livestreams. Discourse, Context & Media, 47:100592. (SSCI)
Hsiao, Chi-hua. 2019. Linguistic strategies prompting interactions in recipes from Mandarin Chinese food
blogs. Text & Talk, 39(4):489-510. (SSCI, A&HCI)
Hsiao, Chi-hua. 2017. “Piraters are Fire-bringers”: Moralities of subtitle groups. Journal of Archaeology and
Anthropology, 86:111-138. (TSSCI)
蕭季樺. 2017. 「盜版者就是盜火者」: 字幕組網路社群之禮物文化。《考古人類學刊》，「網路人類學」專號
(二)，第86期，頁111-138。(TSSCI Core-Level 1)
Hsiao, Chi-hua. 2017. “This Is a common view presented in US TV programs about people from the Third
World”: Ethnicity discourses in Chinese online discussions. Taiwan Journal of Linguistics, 15(1):29-56. (THCI
Core-Level 1)
Hsiao, Chi-hua. 2016. Moral stances in undergraduates’ reflective narratives on English learning.
Concentric: Studies in Linguistics, 42(2):99-133. (THCI Core-Level 1)
Hsiao, Chi-hua. 2016. Annotating as narrative performance in subtitle groups in China. Pragmatics and
Society, 7(2): 239-264. (SSCI, A&HCI)
Hsiao, Chi-hua. 2015. The verbal art of Tucao and face-threatening acts in Danmu screening. Chinese
Language and Discourse, 6(2):109-132.
Hsiao, Chi-hua. 2014. The moralities of Intellectual Property: Subtitle groups as cultural brokers in China.
The Asia Pacific Journal of Anthropology, 15(3): 218-241. (SSCI)
Hsiao, Chi-hua. 2011. Personal pronoun interchanges in Mandarin Chinese conversation. Language
Sciences, 33:799-821. (SSCI, A&HCI)
Hsiao, Chi-hua, and Lily I-wen Su. 2010. Metaphor and hyperbolic expressions of emotion in Mandarin
Chinese conversation. Journal of Pragmatics, 42(5):1380-1396. (SSCI, A&HCI)
Translated Book
《活出語言來: 語言人類學導論》(Living Language: An Introduction to Linguistic Anthropology)，2020。譯者:
劉子愷、吳碩禹、蕭季樺。台北:群學。
Honor
國科會112年度補助大專校院研究獎勵
NSTC Faculty Research Award (2023-2024)
Selected Talks (2021 and onwards)
April 19, 2025
Topic: 直播禮物之贈與收:平台能供性與情感聯繫之自我呈現
at 國科會人社中心跨領域論壇「從物質性到社會性: 科技、實踐、媒介」(東海大學外文系 )
(hosted by Chi-hua Hsiao and co-hosted by Dr. Miao-Ju Jian https://www.hss.ntu.edu.tw/zh-tw/activity/1228)
November 29, 2023
Topic: Some Linguistic Concepts of Speech Recognition
Invited by School of Foreign Languages and Cultures, Soochow University (東吳大學外國語文學院)
October 24, 2023
Topic: Pedagogical implications of multimodal discourse analysis on social media
Invited by Department of English, National Taichung University of Education (台中教育大學英語系)
May 22, 2023
Topic: Microcelebrities’ self-presentations on product promotion videos: A discourse analysis approach to (self-)celebrification practices
Invited by Professor Shumin Lin (林淑敏教授)
September 7, 2022
Topic: 國科會人社中心學術研習營「在網路做田野，從田野看社群」
Invited by 國立臺中科技大學語文學院
June 17, 2022
Topic: 台灣直播平台溝通機制：「做自己」語談互動
Invited by 政大「網路言論型態與傳散之研究」社群
November 24, 2021
Topic: 網路民族誌
Invited by Professor Yen-ling Tsai (蔡晏霖教授)
Selected Academic Service (2020 and onwards)
2024-present
Editoral Board of Discourse, Context & Media (2024-2027)
Board Member of Linguistic Society of Taiwan (2024-2026)
台灣語言學學會第十三屆理事 (2024-2025)
科技部專題研究計劃審查委員
科技部大專學生研究計劃創作獎審查委員
科技部大專學生研究計劃審查委員
靜宜大學《靜宜語文論叢》編輯委員會校外專家代表
2023
Reviewer of Concentric: Studies in Linguistics
科技部專題研究計劃審查委員
科技部大專學生研究計劃創作獎審查委員
科技部大專學生研究計劃審查委員
2022
第二十三屆全國語言學論文研討會講評人
Reviewer of Text & Talk
Reviewer of Applied Linguistics
Reviewers of Language and Linguistics
《華語文教學研究》審稿委員
Reviewer of Concentric: Studies in Linguistics
科技部專題研究計劃審查委員
科技部大專學生研究計劃創作獎審查委員
科技部大專學生研究計劃審查委員
2021
Reviewer of Discourse, Context & Media
科技部專題研究計劃審查委員
科技部大專學生研究計劃審查委員
109學年度靜宜大學英國語文學系畢業專題發表會評審委員
2020
第二十一屆全國語言學論文研討會(NCL)摘要審查委員、講評人
科技部專題研究計劃審查委員
第十三屆台灣語言及其教學國際學術研討會(ISTLT-13)摘要審查委員
《臺灣語文研究》審稿委員
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