Yao SONG (宋耀)

I am an Assistant Professor at the Faculty of Arts and Social Science, Hong Kong Baptist University. Previously, I served as a Professor (Research) at the College of Literature and Journalism, Sichuan University (2021-2025) and Executive Director of the Digital Convergence Laboratory of Chinese Cultural Inheritance and Global Communication. I also held positions as a Postdoctoral Fellow at the School of Design, Hong Kong Polytechnic University (2022-2024), and Research Fellow at the Korea Cultural Strategy Institute (2019-2022).

I obtained my Ph.D. from Hong Kong Polytechnic University (2018-2021), where I received the Merit Prize for Ph.D. Thesis in 2022. I also served as a Visiting Scholar at the Institute of Management Science, TU Wien, Austria in 2021. I hold an M.Phil. in Business Administration and Management from Bocconi University, Italy (2014-2015), an and M.Phil. in Economics from Shanghai International Studies University, China (2011-2013).

My research interests span two interconnected domains: At the macro level, I focus on Digital Humanities, applying Big Data and Machine Learning methods to Humanities and Social Sciences research. At the micro level, I investigate Human-Machine Interaction, including Human-Computer Interaction (HCI) and Computational Neuroscience. My work bridges quantitative computational methods with humanities research, exploring how AI and data-driven approaches can deepen our understanding of human culture, creativity, and behavior. I have published extensively in top-tier journals including Computers in Human Behavior, Applied Ergonomics, Telematics and Informatics, and conferences such as ACL and HCII.

Research Keywords: Digital Humanities, Human-Computer Interaction, Machine Learning, Computational Neuroscience, Big Data Analytics, Social Robots, Trust and Design, Cultural Computing