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Dr Di Zhu

Di Zhu is Associate Professor at the Institute of Sociology at the Chinese Academy of Social Sciences. For the duration of her Visiting Fellowship she is hosted by Goldsmiths, University of London.

Dr Di ZhuDr Zhu's research interests include sociology of consumption, consumer culture, sustainable consumption, and the internet and society.

During her time in the UK, Dr Zhu will explore the consumer culture of middle-class families in the 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: on the one hand, what is the impact of social structure transition on consumer culture and consumers’ response; and on the other hand, how consumer culture restructures the society as well as the relationship between the state, the market and consumer sovereignty. 



Project part of

Visiting Fellowships

This programme provides academics based in any country overseas (and active at any career stage) with the opportunity to be based at a UK higher education or other research institution of their choice for up to six months.


We foster international collaboration in the humanities and social sciences, and promote the sharing of international perspectives on global challenges.