Yin Yin Lu

Yin is fascinated by the intersection between language and technology. Her research focuses on the hashtag, one of the most notable sociotechnical phenomena of the 21st century.

Email: yin.lu@oii.ox.ac.uk

Yin is fascinated by the intersection between language and technology. Her research focuses on the hashtag, one of the most notable sociotechnical phenomena of the 21st century. Drawing upon sociology of culture and digital rhetoric, Yin is investigating the persuasive function of hashtags in the context of the United Kingdom European Union membership referendum (popularly referred to as ‘Brexit’). Which factors influence hashtag success and failure? What strategies do individuals and organisations use when they tweet with a hashtag, and why?

Prior to joining the Oxford Internet Institute (OII) and Balliol College, Yin obtained a Masters in English Language from the University of Oxford (Lincoln College) in 2014 and a Bachelor of Arts from Columbia University (magna cum laude) in 2012, where she was elected to Phi Beta Kappa. Between these degrees, she worked at Pearson’s Higher Education division and 10 Speed Labs, a digital media agency in Manhattan. While at Columbia, she was a research annotator at the Centre for Computational Learning Systems and the editor in chief of Inside New York 2011, a nationally-published guidebook to New York City.

Yin has been very active at the Oxford Internet Institute. She was a lead organiser of the Connected Life 2015 conference, the teaching assistant for the Digital Social Research: Statistics Core requirement, and a DPhil Student Representative on the Graduate Studies Committee. She has also been involved with three research projects with OII faculty, one of which is based at the Alan Turing Institute.

Outside of the OII, Yin is a tutor for the Seminar for Advanced English Studies, a city tour guide, a digital consultant, an alto in Wadham Chapel Choir, and the Senior Community Warden at the Student Union. A Clarendon Scholar, Yin served on the Clarendon Council in 2015 and was editor in chief of the Clarendon Chronicle. In March 2016, she was one of ten Oxbridge mentors on the Japanese Youth Empowerment Programme. At Balliol, she is a Peer Supporter and a Warden of the Jowett Walk complex.

Yin defines herself as a creator, communicator, and connector. She is the founder and co-convenor of the #SocialHumanities network at The Oxford Research Centre in the Humanities (TORCH). Previously, her passion for networking and event management led her to launch the Lexicography Society at Columbia and an English Language Seminar at Lincoln College. She also created a video series for the Lexicography Society, What’s Your Word? Yin’s eclectic interests span experimental writing, startups and entrepreneurship, piano, singing, SEO/SEM, cooking, mixology, travel, learning languages, hiking, photography, and video production. Her ultimate objective is to reinvent the novel—along with the very acts of reading and writing—through new media technologies.

Yin is grateful to the Oxford University Press Clarendon Fund and Santander for full funding support.

Research interests

social media, online communication, discourse analysis, digital rhetoric, sociology of culture, pragmatics, social tagging, Internet linguistics, corpus linguistics, computational linguistics, big data, digital marketing, search engine optimisation, sentiment analysis, social network analysis, media studies

Positions held at the OII

  • DPhil student, October 2014 –

Supervisors at the OII

Current projects

Past projects

  • Data Financing for Global Good: A Feasibility Study

    Participants: Professor Vili Lehdonvirta, Dr Brent Mittelstadt, Dr Greg Taylor, Yin Yin Lu, Artem Kadikov, Professor Helen Margetts

    This project, and the resulting report, provides a first step in the assessment of data financing as a mechanism for social good in the data economy.