Assistant Professor
Programme of Public Relations and Advertising

Office: T2-502-R21
Tel: (756) 3620803
Email: renatawojtczak@uic.edu.cn

                                          PRA Dr Renata Wojtczak  
Academic & Professional Qualifications
  • Ph.D. 2014:   Cross-Cultural Communication. School of Communication at Hong Kong Baptist University, Hong Kong. “Persuasiveness of sex: A comparison between generation-Y in China and Poland in Langerian act-based terms.”

  • M.Sc. 2004: Marketing and Management. University of Economics in Krakow, Poland.

Academic Interests
  • Visual communication

  • Culture

  • Presentational symbolism

  • Branding, Marketing, Advertising

Selected Research Project / Grants
  •  2018-2019: BNU-HKBU United International College, Zhuhai, China.  UIC Research Grant (2018-19): “Cultural environment for expression of intimacy in China and Poland: Visual analysis of national emblems.”

  • 2015-2016: BNU-HKBU United International College, Zhuhai, China. UIC Research Grant (2015-16) R201611: “Rediscovering Chinese Sexuality in a Context of American Popular Culture Symbols, Max and Caroline from ‘2 Broke Girls’.”

 Selected Publications


  • Wojtczak, R., & Venter, B. (2020). Understanding Globalization through Cultural Paradoxes: Chinese youth and "2 Broke Girls”. China Media Research, 16(1), 18-29.

  • Wojtczak, R. (2020). Examination of Agentic and Communal Identities of Poland and China through Visual Analysis of the Countries’ National Emblems. In Herdin, T., Faust, M. Chen, G. (Eds.), De-Westernizing Visual Communication and Cultures. Perspectives from the Global South (pp. 143-163). Nomos.

Manuscripts in Preparation
  • Wojtczak, R. (2020). Cultural Shaping of Sex: A Qualitative Study of Generation-Y in Poland and China. Article derived from Ph.D. thesis. To be published in the next issue of China Media Research.

Courses Taught

Undergraduate courses:

  • Communication Theory (6 semesters)

  • Communication Research (3 semesters)

  • Branding in Advertising (4 semesters)

  • Principles of Advertising (8 semesters)

  • Professional Communication Skills/Public Speaking (2 semesters)

  • Introduction to Communication (1 semester)

  • Visual Communication (1 semester)

  • Integrated Marketing Communication (IMC) (1 semester)

  • Advertising Strategy and Planning (1 semester)

  • Advertising Management (1 semester)

  • Final Year Project (FYP) (10 semesters)

Graduate courses (MA in Communication):

  • Introduction to Communication Campaigns (1 semester)

  • Integrated Marketing Communication (1 semester)