Dr. Di Zhu is an Associate Professor of the Institute of Sociology at the Chinese Academy of Social Sciences (CASS). She is also the Secretary General of the Research Committee of Sociology of Consumption of the Chinese Sociological Association. Her research interests include: Sociology of Consumption, Consumer Culture, Sustainable Consumption, and the Internet and Society.
The research funded by British Academy Visiting Fellowship focuses on consumer culture of middle class families in metropolitan cities of Beijing and Shanghai, against the background of rapid social structural changes. The aim is to examine the interactive mechanism between social structure and consumer culture: what impact of social structure transition is generated onto consumer culture and consumers’ response on the one hand; on the other hand, how consumer culture restructures the society as well as the relationship between the state, the market and consumer sovereignty. It is an empirical research employing both qualitative and quantitative methods.
During her Fellowship, Dr. Zhu will be hosted at the Department of Sociology at Goldsmiths, University of London. The tasks in Goldsmiths are mainly theoretical - conducting extensive literature and theoretical research on sociology, history and economics to frame theoretical approaches for the research.