Jinju Kim

Jinju Kim

Teacher Creative Business
Dr. Jinju Kim is a lecturer in Creative Business since December 2021. Her research focuses on big data analysis and natural language processing (NLP) in the field of media communication, particularly regarding audience behaviour with new media.


Before joining HU, she worked as a postdoctoral researcher in the INVENT H2020 European Project. She developed a programming application tool for Twitter multilingual text analysis to investigate the European cultural expression in the online environment. She holds a PhD in Business (Autonomous University of Barcelona, Spain), an MSc in Art Management (NEOMA Business School, France), and a BSc in Mass Communication and Journalism (Kyungpook National University, South Korea). Since her PhD, Jinju keeps developing and acquiring new research methods including data mining, automatic contents analysis, sentiment analysis, and topic modelling for cultural consumption. Her current teaching class includes Research lab & Methods which provides students with insight on research design and strategies. She has published scientific articles on audience research in the new media environment to investigate the impact of digital audience behaviour on media popularity and success.

Fields of expertise

  • Data Science & Programming
  • Computer-mediated communication
  • Audience studies

Research themes

Her research focuses on audience behaviour in cross-cultural media consumption in the new media environment. Using her previous experience in data science, she is currently expanding her research interests in cross-cultural communication and computer-human communication such as social robotics and empathetic AI.

Key publications

Scholarly publications

  • Yodovich, N., & Kim, J. (2021). Exploring the Feminization of Backseat Gaming Through Girlfriend Reviews YouTube Channel. Games and Culture, 15554120211056124.
  • Kim, J., & Lopez Sintas, J. (2021). Social TV viewers’ symbolic parasocial interactions with media characters: A topic modelling analysis of viewers’ comments. Social Sciences & Humanities Open, 3(1), 100129.
  • Kim, J., & Lopez Sintas, J. (2020). The big bang theory of stardom: The social process of sharing emotional experiences associated online TV actors. Creative Industries Journal, 13(1), 50-71.


  • PhD in Business “Enjoying social TV: Re-discovering the social process and big data research” Autonomous University of Barcelona, Spain, 2019
  • MSc Art Management, NEOMA Business School, France, 2015
  • BSc Journalism and Mass Communication, Kyungpook National University, South Korea, 2014