Professor Ke Xue is the head of Journalism and Communication Department, School of Media & Design and the director of Center for Internet and Social Development at Shanghai Jiao Tong University (SJTU). She obtained her master’s degree in Economics from Fudan University and PhD in Management from Nankai University. Her research interests are in the field of new media, public relations and mobile communication.Mingyang Yu is a Professor of Marketing in Antai School of management in Shanghai Jiao Tong University. He obtained his bachelor’s degree in Philosophy from Zhejiang University, master’s degree in Economics from Fudan University and PhD in Management from Fudan University. His research interests are in the fields of brand and brand building, brand crisis management, brand innovation and global brand management.

• Preface.- Part 1: Development of the New Media Industry in China.- Chapter 1. Media Evolution from the Perspective of Scientific and Technological Development (Manli Cheng).- Chapter 2. New Media, Market Competition, and Media Diversity: An Examination of Taiwan’s Terrestrial TV Market from 1986 to 2002 (Shu-Chu Sarrina Li).- Chapter 3. Blue or Red Sea? An Analysis of Chinese Mobile Radio Industry (Laihui Yu).- Part 2: New Media and the Chinese Society.- Chapter 4. Social Media Use, Political Efficacy, and Political Participation in China: The Moderating Role of Need for Orientation (Lu Wei).- Chapter 5. Intermittent Use of Social Media: Facebook and Weibo Use, Their Predictors and Social and Political Implications (Yinjiao Ye).- Chapter 6. New Media’s Impact on China from a Culture Perspective (Yi Xu).- Chapter 7. An Analysis of Moral Coercion in the Context of Media Socialization (Peiren Shao).- Chapter 8. The Changes and Deviations of Political Discourse Employed in GovernmentCommunication in the Internet Age (Xiaohong Wang).- Chapter 9. Challenges to China’s Diplomacy in the Context of New Media (Xiaomeng Song).- Part 3: Social Media Usage in Everyday Life.-  Chapter 10. Digital Photography and Memory Practice in Contemporary Chinese Families (Rui Yang).- Chapter 11. WeChat and Distant Family Intergenerational Communication in China: A Study of Online Content Sharing on WeChat (Baohua Zhou).- Chapter 12. A Study on Chinese Mobile Internet Users’ Continuance Intention of Online Brand Community (Yuanbing Deng).- Part 4: Content Production and Consumption in the New Media Era.- Chapter 13. To Stick or to Switch: Understanding Social Reading Apps Continuance by Evidence Collected from Chinese College Students (Wu Li).- Chapter 14. Shaping Music Consumption in China's New Media Era: Use, Exchange, and Identity (Mengyu Luo).- Chapter 15. To Collaborate or Not? A Study of Motivations for Collaborative Knowledge Production in Cyberspace (Jia He).- Chapter 16. A Study on the Effectiveness of We-Media as a Platform for Intercultural Communication (Sun Yanran).- Afterword (Xue Ke).