Dan Bai

Graduate Laboratory Assistant
Department of Psychology
Assistant Lecturer
Department of Sociology and Criminology
Postgraduate Research Student
Institute for Social and Economic Research
 Dan Bai


Ask me about
  • Social Media, Internet Studies, Digital Sociology
  • Web Scraping, Data Mining, Computational Content Analysis
  • R, STATA, Python (occasionally), MATLAB (occasionally), SPSS (occasionally), SQL (occasionally)


2011-2015 Bachelor of Arts in English 2015-2016 Master of Arts in International Journalism at the University of Leeds 2021-2022 Master of Science in Digital Sociology at the University of Edinburgh

Research and professional activities


Have TikTokers Changed? A Multimodal Analysis of Humour Changes in TikTok/Douyin Comedies Before, During and After Covid-19

The project aims to compare the language, topic matter, presenting style, and overall development of TikTok comedies in China, the United Kingdom, and the United States. The research will look into the root reasons of these shifts in various political, cultural, and social settings, in addition to analysing how people cope with the tragedy and predicting the actions of society and influential groups in the future. Driven by TikTok’s culture of imitation and competition, TikTok comedy has chan

Supervisor: Dr Paulo Serodio

Research interests

What Are We Talking About When We Row About Shang-Chi on Social Media? How Networked Individualism Interprets Cultural Differences in Online Film Reviews

Internet-based social media, such as discussion boards, blogs, and message applications, are all geared toward fostering interpersonal connections between users. This research project aims to describe the differences in online reviews of the film (i.e., Shang-Chi and the Legend of Ten Rings) of international and native audiences on social media platforms (i.e., IMDb, Douban Movie, YouTube, and, and explain why the audiences form opposed views about the same film.

Media Manipulation: Common Ways and Effects

Looked at how media can manipulate public opinion and the corresponding influences Collected statistics online (graphs and news stories) and re-interpreted existing media theories Concluded and summarized four aspects of media manipulation including calling the attention, telling half-truth, transferring the focus, and regulating values as well as three major results (cyberbullying, consumption, and health problems).

Cross-Cultural Factors in the Translation of Films and TV Shows

Investigated how idioms and collocations in English are translated to Chinese subtitles in TV shows Used qualitative methods including visual ethnography, fundamental research, and historical research Categorised three commonly used features of subtitle translation to deal with cultural differences: literal translation with notes, singular adoption of Chinese equivalents, and a combination of Chinese and English cultures.



Colchester Campus